IMC PLAN
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RMIT INTERNATIONAL UNIVERSITY VIETNAM MARKETING COMMUNICATION MKTG1257
Lecturer: Melvin Fernando Team: Panda Nguyen Lien Mai Khanh- s3192884 art
Phan Tran Bao Ngoc- s3246578 Chu Minh Hien- s3209786 Nguyen Thi Thuy Van- s3220648 Nguyen Thi *0$
Thanh Thuy-s3209797 Huynh Thi Tu Trinh- s3209675 Group: 2
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Table of Contents EXECUTIVE SUMMARY ............................................................................................................................................................................ 3
INTRODUCTION ...................................................................................................................................................................................... 5
STAGE 1 .................................................................................................................................................................................................. 5 1.
SITUATIONAL ANALYSIS ............................................................................................................................................................ 5
2.
MARKETING AND PROMOTION/COMMUNICATION OBJECTIVES ............................................................................................. 9
3.
COMMUNICATION BUDGET ................................................................................................................................................... 11
STAGE 2 ................................................................................................................................................................................................ 11 1.
ADVERTISEMENT .................................................................................................................................................................... 11
2.
SALES PROMOTION:................................................................................................................................................................ 16
3.
PUBLIC RELATION: .................................................................................................................................................................. 20
4.
MEDIA PLAN ........................................................................................................................................................................... 24
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APPENDIX ............................................................................................................................................................................................. 27
EXECUTIVE SUMMARY This report is implemented to perform the background information of POND’S WHITE BEAUTY brand based on its current situation, competitor analysis as well as future marketing and promotional objectives under techniques of marketing communication’s theories. Due to it, finally we can come up with the Integrated Marketing Communication program including Advertising, Sales Promotion and PR for this brand. In Stage 1, for internal analysis, Pond’s provide completely 3 main parts of product. These are core product (beauty and confidence), actual product (package’s design, pinkish-white style) and augmented product (warranty, instructions). Pond’s white beauty focuses on urban cities where having a large number of teenagers and young girls who own medium income (200-250$/month). Moreover, this report also analyzes the Psychological and Behavioral sequence model of Pond’s target customers. As a new whitening cream market in Vietnam, Pond owns 19% market share in 2007. With the application of 4Ps, the comparison between Pond’s and its competitors including Nivea, Olay and Essance will be presented. In Environmental analysis, this brand is determined as getting many potential advantages when living standard and technology development is increasing in Vietnam and more women concern about their
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beauty. Besides it, weather and climate can be a serious consideration for Pond’s. With the investment $1,700,000 on marketing campaigns, such as TV ads, magazines, OOH activities, sales promotion and PR, Pond is believed to reach 26% market share and growth rate 15% as well as raising 90% brand awareness in the end of 2011. Also, building a positive attitude ranges from 32-35% of target customer and raising brand loyalty to more than 20%. A communication budget will be then indicated. In order to reach the objectives in Stage 1, the report comes up with a detail media plan. In Advertisement strategy, a TV clip for Pond’s white beauty will be developed with 3 sub parts named “Rescue Pinkish-white Princess”. These 3 clips will be shown in the order: 10, 15, 25 October 2010 on TV after the first one is posted on YouTube 1 weeks to get the audience’s curious and attention. Also, it is presented on Magazines for teens and young girls, like 2!, Hoa Hoc Tro as well as Online banners and bus station. For Sales Promotion plan, from 15 Oct to 25 Nov 2010 we created the pink trees located at Pond’s booths in cinema, shopping mall, high schools and music concert for customers to come and receive Pond’s sample combined with the horoscope following their birthday. In special event, customers will get free Hippie headband in Christmas holiday and 10 free meal tickets in the night of Valentine. From the time June to September, to increase sale volume, we offer a voucher for 2 people to have a free trip to Vung Tau city in 2 days including free hotel and meals. When customers buy a set of Pond’s, they will get a lucky card inside to scratch. In PR strategy, from 19 Dec 2010 to 1 Jan 2011, a Wishing Garden event will be occurred in central of city. People will come to pink Christmas trees in this garden to write down their wish and hang them on trees. These notes will be collected in 2 weeks and then put into a pink castle to take to sky by the balloons. The second event called “With pond’s white beauty, Reach the top of creativity!!!” by running 2 contests. One is “Turn your ideas into reality” for all Vietnamese students who will create a scripts for Pond’s TV clip. Five copywriters with excellent scripts will be provided 50 millions each to shoot the clips. The other contest is finding girl models for those recording video clips. They will take photos with Pond’s cream and attack Pond’s package plus application form to
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send to Pond’s office. The winners will receive free trips, chances to work with Unilever and other big rewards. Lastly, a total media plan diagram and budget will be performed. INTRODUCTION After the first campaign, Ponds is successful in raising product awareness to the customers although it could not avoid having some mistakes during the organization. Indeed, this report aims to create an IMC plan for Ponds White Beauty through applying tools such as advertisement (TVC, magazine, out-ofhome), sales promotion and public relationship in order to increase more sales for the product. Actually, the sales promotion and PR will be spent more to induce the purchase from the customers. Stage one of this report will review the current situation of Ponds and state the objectives of new marketing communication campaign. Moreover, in stage two, the strategies of each marketing tools will be analyzed with more details about the time duration, the activities and the budget.
STAGE 1 Advertising and Promotional Plan is going to increase the sales volume of Pond’s White Beauty and raising brand loyalty.
1. SITUATIONAL ANALYSIS 1.1 Internal : 1.1.1. Product analysis: •
Core product: This is the most basic level of typical products. Actually, customers buy Pond’s as a tangible product, but what are they really getting? Generally, every girls buy cosmetic, especially skin cream in order to make them more beautiful. Therefore, the core product of Pond’s is aim to give the girls beauty and confidence in their life.
•
Actual product: Pond’s product concerns about the design of package (square paper package covering a round cream box) and pinkish-white style to differentiate their products from the other competitors. Its brand name, styling and features have been combined carefully to deliver the core benefit of caring about girl’s skins.
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Augmented product: It’s related to the warranty and additional customer services providing. Inside the package, Pond’s has offered a paper of instructions on how to use the products, also the phone
numbers and website for customers to contact if there are any problems or misunderstand about Pond’s white cream. 1.2External : 1.2.1. Customer analysis: A. TARGET MARKET •
Geographic: Focus on urban areas throughout Vietnam, especially the big cities, like HCM city, Hanoi or Danang.
•
Demographic: > Age: teenagers (15-19 year olds), young girls (20-27 year olds). > Gender: only female. > Occupations: students, officers. > Income: medium (200-250$/month).
•
Behavioral: > Customer’s past behavior: prefer cream helping their skins whiter with affordable prices. > Brand loyalty: medium (customers easily switch to the other cosmetic brands). > Attitude towards product: Pond’s comes from Unilever, fifth most profitable Personal care property. So, customers trusted in brand name and the quality.
•
Psychographic: > Country of origin: Normally, customers often prefer products from Europe, USA or Japan because of their quality and safety standard. Pond’s comes from Uniliver which is a famous corporation in England; therefore, it is trusted in good quality. > Lifestyle: Pond’s is suitable for 2 kinds of customer: Strivers and Experiencers S Strivers are trendy and fun loving. This type of people is likely teenagers or young girls because they are concerned about the opinion of their friends or families when they decide to buy something, like cosmetic. They often like shopping as their social activity which is also a habit of young girls. S Experiencers are motivated by self-expression. This characteristic is suitable for teenagers who want to express their beauty and personalities by owning a good looking and cool stuff. Also,
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B. BEHAVIOURAL SEQUENCE MODEL: CPM (Consumer Processing Model): STAGE 1: Being exposed
attention
STAGE 3: Comprehending attended
to information
-The brand message is high
information
-Deliver the message
relevant to the interest of girls
- Consumer's perception can analyze
wishing to own a pinkish white
features of Pond's (round box, pink and
“shining pinkish-white" regularly.
■=> skin^ completely catch their
white colors, 50g size).
-Use TV ad, magazines,
conscious attention.
- Active synthesis: Pond's is sold at
banners, posters, design
-The TV ads used the pink-white
supermarkets, convenient stores^likely
of packages to present
background and movement to
for customers to perceive Pond's as
the brand's message.
easily catch consumer's eyes^high
good quality with
STAGE 2: Paying
level of attention.
43STAGE 5: Retrieving
STAGE 5: Retaining accepted
information
information from
information in memory - Sensory stores:
-Pond's used endorsers -
memory
remind customers with smell and
Tuyet Ngoc model
-Pond's uses a small rose
touching (soft cream).
(Vietnamese famous
symbol with the pink and
-Short term memory: message: "shining
person) to enhance the
white background in their
pinkish white" is repeated many times in
message credibility ^ it
ads to differentiate with
media to help customer remember
created realistic evidence
competitors.
Pond's unique characteristic.
that helping girls to own a
^ High in imagery
-
pinkish white skin.
represented in
customer with basic knowledge (good
^ Enhancing high level of
customer's memory.
quality cream with affordable price to
agreement with brand's
^Success in applying
make you shining and confident)
dual-coding theory.
STAGE 4: Agreeing with comprehending
Long term memory: remind
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4Ps
POND’S Pond’s White
OLAY Olay
NIVEA White Extra Cell
ESSANCE Lacvert
Beauty.
White Radiance.
Repair
Essance Aqua Lightening
Product
- making brighter skin
-make a whitening
-with component of licorice
- with the formulas
with the formula of Pro-
skin, reduce spot
extract and Vitamin C&E
of triple action
Vitamin B3 and Lycopene and pore. -
will make brighter skin.
helping to reduce
component.
- also protect skin from the
melanin, regenerate
sunlight.
function of skin. -
Especially, with the
- using an ingredient to formula of SPF 19 protect skin from sun’s can protect skin
making skin
damaging rays and gives from UVA/UVB-
becomes white and
the natural pinkish bright main reason making
smooth.
skin to females. Price
suntanned skin.
- Facial Foam: 25000
- Foam: 34000 VND - Cleansing Foam: 23000
-Cleansing foam:
VND
- Cream: 105000
40000 VND -
-Toner: 44000 VND
VND
- Cream: 53000 VND
VND -Day cream: 65000 VND - Night cream: 65000 VND
Toner: 90000 VND - Cream: 105000 VND
Promotion
Advertising on TV,
Advertising on TV,
Using various below the line
Advertising on
teenager and young adult
magazine for
routes and identifies ways of
newspaper,
magazine, online
woman, online
talking to teenagers directly. magazine
newspaper.
newspaper.
-Launch an interactive
- Sponsor for TV series
-Sale Promotion:
online magazine call FYI
conferences to
movie, Passport to Love
lucky draw for
(fund, young and
introduce new
and event Golden Album
promotional
independent) to raise the
products.
music concert.
products.
awareness of the brand.
-Sale promotion:
-Opening
reduce price, gift
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Place
- Pond’s products are sold -Product is sold in
-product is sold in super
Essance is sold in
in convenience store,
market, grocery and
super market,
cosmetic store.
cosmetic store and
convenience stores,
cosmetic merchandise and cosmetic store and all supper market in
all supper market.
Vietnam.
Debon Total Cosmetic system.
1.2.3. Environmental analysis: •
Economic factor: This factor has strong effect on cosmetic industry. The economic situation can have direct impact on consumer spending power and the input for the cosmetic industry. For example, when the economy has to face with financial crisis, it will lead to reducing in purchasing power. Vietnam with economic growth and higher standard living in recent years has led to increase the purchasing power. Furthermore, a country with large population like Vietnam is a favorable destination for more and more new products.
•
Social factor: the changes in social trends can influence on the demand of cosmetic products. Fortunately, woman in today society become more and more concern about their beauty, so the cosmetic industry could be a very potential in development. Moreover, the aging population can impact on demand. For example, Vietnam is a young population country with more young people than the older people, so it will be a high demand for beauty products.
•
Technological factor: It is important for the cosmetic industry to find new raw materials which are friendly with human skin and also bring the certain effectiveness during the usages.
•
Environmental factor: the weather and climate also affect to the cosmetic industry. Each region has different whether with different types of skin so they must be sure that the products can bring effectiveness for customer in that area. For example, Pond’s target the Asian market, so their products need to have the function of protect skin from the sunlight. Moreover, the manufacturing process must have no impact to the environment.
2. MARKETING AND PROMOTION/COMMUNICATION OBJECTIVES 2.1. Market share and sales volume:
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• Reach 26% market share in the end of 2011. • Growth rate annually is 15%. • Invest $1,700,000 in marketing campaign like ads on TV, magazines and newspapers and OOH activities; focusing on sales promotion and PR to increase 30% of sales volume and building brand image. • Marketing campaign takes 1 year from October 2010 to October 2011 because of Holiday obligations such as Mother’s Day, Teacher’s Day, Christmas, Tet Holiday, Valentine and Women’s Day. That is the best time for us to promote Sales promotion. and August is summer holiday, thus, this is great
Furthermore, June,
July
opportunities for us to attractour customers join
in contest with us. • Success on raising brand awareness to more than 90% by fulfills customer satisfaction and customer expectation. From that, we will live up the positive attitude toward. 2.2. Communication effects sequence: The hierarchy of effects are based on assumption that when consumers exposure to marketing communication, they would pass through a sequence of steps. Please refer to Appedix 2 of Hierarchy of marcom effects (Shimp 2010). Then, the objectives of communication effects sequence are as follow, •From Unawareness to Awareness: S To increase overall attention and awareness of Pond’s White Beauty to at least 90% of target customer (teenagers and young adult). •From Awareness to Expectation: S Enhance customers’ knowledge of the product; specify clearly what they can expect from buying and using Pond’s White Beauty, by ensuring to use a clear, single message for many marcom tools. S The message must clarify the product’s unique characteristic-“providing you a healthy, pinkish-white skin, not an unnatural white one”. S Ensure the message can reach up to 82% of target market. •From Expectation to Trial S Providing chance for target customers to try the product, by giving sample. S Ensure the sample is given in at least some big universities, high school as well as supermarkets. S So that the trial rate could range from 45-50% of target customer. •Enhancing Attitude and Belief S Reinforcing good attitude and belief of our brand and product, by not only the product quality, but also by
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performing a good job in other relevant activities, such as the Pink Christmas event and Contest. S Promoting the brand image “Pond’s White Beauty brings you a shining rosy-white skin as you wish” S To build a positive attitude and belief in at least 32-35% of customers •Affecting Purchase Behavior and building Brand Loyalty: S All above marcom efforts are to ensure the increasing in the market share up to 26% in target segment. S To build up Pond’s White Beauty loyalty rate at more than 20% in target customers.
3. COMMUNICATION BUDGET Please refer to Appendix 12 for more detail.
STAGE 2 1. ADVERTISEMENT 1.1. Objectives: • •
Raise consumer’s interest about a new marketing strategy in 2010 for Pond’s in Vietnam. Improve the unique image of the product that is Pinkish- white Princess.
•
Generate Word of Mouth to ensure 70% of teenagers or young girls who are Pond’s target customer will
discuss and mention about the clip with their friends every day. 1.2. Strategies: 1.2.1. Television: •
Pond’s White Beauty develops a story called “rescuing pinkish-white princess”. The TV clip will be divided into 3 sub clips to show at 3 period of time on TV with the aim of raising viewer’s interest.
•
Besides it, the first clip (Clip A) will be posted on YOUTUBE within 1 week before it is shown popularly on TV. We choose YouTube because it’s the most famous online website globally specializing clips which has 100 million viewers. Therefore, Pond’s clip might raise the notice firstly in network citizen and we can get their evaluation from it. Moreover, it does not require financial element.
•
Our strategy about TV ad relates to historical vestiges which has Prince and Princess, in order
to
suit with Pond’s White Beauty„s unique image as well as teenagers who still have day-dreaming ob being a Princess. •
We invite Quang Vinh singer to play Prince Role, as his nickname is Nightingale Prince, and also his image, as a handsome, sweet guys, is very appropriate of being a prince. Moreover, he has thousands of fans who are teenagers. CLIP A (15s): 10 October 2010
•
The scenes in Clip A reflect a violent fighting between Quang Vinh as Prince and the soldiers in 15 s, firstly
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shown in YouTube, and then launched on TV. •
Also, the text “What is happening with Quang Vinh?” are appeared in the clip.
•
Moreover, this clip will not show the Pond’s symbol, combining with the excited
music to make
the viewers be more curious and continually wait for the second clip. •
This would create word of mouth, there would be a lot of discussion, comments about what is going on, is there a new movie of Quang Vinh, is it his new music video, etc. People would talk about it. They might not even think of is as an advertisement.
•
Please refer to Appendix 3.1 to see the pictures to have more detail about the scenes. CLIP B (15s): 15 October 2010
•
The second clip will be shown 5 days after Clip A was launched on TV. Actually,
5 days are
too long and too short because the first clip had posted on YouTube in 1 week. As
a result, a
not
numbers of teenagers had been familiar with this. •
Clip B will be a combination of the scenes in Clip A which is cut shorter from 15s to 7s and added the continual scenes. We have to do this because we want to help people who did not watch the fist clip to catch the whole story of Pond’s clips.
•
At the end story of Clip A where Quang Vinh fights with the soldiers, Clip B begins with the success of the Prince. In other words, he wins and take his first steps into a castle where there are even 2 princesses waiting.
•
Both of them are so beautiful and need to be rescued. At this time, the clip will end and so, one question will be appeared “Who will Quang Vinh choose to rescue?” The purpose of Clip B is also getting the customer’s interest to make them waiting for the next clip.
•
This again raises attention and curiosity. As it is shown on television, some might think is could be an
•
advertisement, but they still keeping talking and guessing what product it advertises for. Please refer to Appendix 3.2 to see the pictures to have more detail about the scenes. CLIP C (30s): 25 October 2010
•
This last clip contains the complete story of rescuing pinkish-white princess which are combined the scenes
•
from Clip A and B to help viewers understanding clearly about the clip. It is shown 10 days after the second clip was launched on TV.
•
Clip C will begin from where Quang Vinh fights against the soldiers to the time he found 2 beautiful princesses. Continually, this clip is going to provide the last decision from Quang Vinh- the prince to choose which Princess to rescue.
•
As a result, he comes to the left one who is Pinkish-white Princess to rescue her.
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Moreover, the text will appear in front the clip “Let’s choose Pond’s white beauty to help your prince realize you!!”
•
Then, the product Pond’s White Beauty appears with the unique message:” Pond’s White Beauty, waking up your shining beauty, bringing you a rosy-white skin as you wish. Shining an confident every step you walk”
•
The clip influenced teenager’s psychology that they wish to become a Princess and find their charming Prince. So, the story raises attention, and belief that the girls who use Pond’s white beauty will find their own Prince and get the success in life.
•
Please refer to Appendix 3.3 to see the pictures to have more detail about the scenes.
> Time: •
Each clip will be shown 2 times every day on HTV7 and VTV3 (most popular channels) from 7pm to 10pm because this time has a lot of teenagers watching.
•
Clip C will be shown everyday within 2 months from 25 October 2010 to 25 December 2010.
> Total Budget: $640,000 > Evaluation and Control: •
According to TNS (England), there is 60% Vietnamese watching TV in “golden time” (from 8pm to 10pm). Besides that, numbers of teenagers is over 35% of total Vietnam’s population (Nielsen, 2008). Based on that, we can assume that nearly 8,000 young girls in Vietnam getting notice from watching Pond’s advertisement clip on TV. This percentage might plus the number of teenagers reading magazines, going online to help us attracting a lot of target customers.
•
Moreover, as Pond’s advertisement posting on YouTube 3 months ago has about 1,300 viewers, our strategy that posting Pond’s clip there firstly might increase the numbers of viewers because at this time, teenagers prefer to use Internet rather than other media.
•
Also, we can get the feedback from their rating or comments to improve our advertisement
1.2.2. Magazines: HHT 2!, Yeah1 Teen and The Gioi Phu Nu. •
These are monthly magazines specialized for teenagers and young woman.
•
Compared to other magazines, they have the highest number of issues per volume which can bring the ads to the eyes of more prospects. This print media will be used throughout the year, however, in each month, advertisement should appear in different magazine.
•
The 2 months period to the contest and event, ads will appear in all 3 magazines with consistent design and
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message. It shows a nice looking female with pinkish white skin using Pond’s. The text section will highlight the advantage of the products or can be replaced with other content such as interviewing some teenage idols about their experiences of using Pond’s (refer to Appendix 4.1). •
Besides, this ad can also be placed where photographs and print ads are appropriate such as newspapers, internet or point-of-purchase displays. The content will be changed for the event and contest advertisement, it highlight the information such as time and location of the event together with the application form (refer to Appendix 4.2). The advertisement is one full-color page (21cm width by 27cm depth)
> Total Budget: $75,000 > Evaluation: •
Both 2! and TGPN are long times established magazines with a lot of subscribers throughout the country, we can expect the ads will approach to many potential customers.
•
Although Yeah1 Teen is a new magazine, its target market is exactly what Pond’s are aiming to which is teenagers. The right target readers can surely bring higher success for the ads.
•
CPM: ^ HHT 2! CPM $1,900/ 169 = $11.24 ^ Yeah1 Teen CPM $800/ 18 = $44.44 ^ TGPN CPM $3,200/ 50 = $64
1.2.3. Online Banner: Channel 14, Zing and HHT Online •
These websites are popular for younger with high-traffic.
•
Nowadays, youths spend more time online therefore internet media is another effective tool to target this segment. This medium can greatly help attract more visits into Pond’s websites by clicking on the banner. Since it would be less costly and time consuming to design and update new online banners, they will be use to reflect every new promotions or upcoming events of Pond’s through the year.
•
Content of the banner will depend on the kind of activities carrying on that month. One 300 x 250 right banner will be placed on main page of the site so it can capture people’s attention easily (refer to Appendix 5). In the idle months, this medium will be cut out to save cost
> Total Budget: $ 108,000 per year > Evaluation: •
Since each banner is linked to Pond’s White Beauty website, the effectiveness of this media will be measure by comparing the traffics to Pond’s before and after the campaign.
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We can also track down how many visitors come from each site to develop a better online strategy. Another element is an increase in the number of users registered at our website over the year.
•
CPM: S Channel 14 CPM (per month) 14 $5,400/ 16,641= $0.32 S Zing News CPM (per month) $6,000/ 28,523= $0.21 (TM=60% ^ CPM-TM = $0.35) S HHT CPM (per month) $1,300/ 1,725 = $0.75
1.2.4. Out-of-Home: •
Bus station Bus stop ads are the cheapest medium compared to others but not less effective.
•
Pond’s billboards will be placed at the bus station located around district 1. This city centre has very high traffic and a lot of entertainment places so it could easily appeal to young people. The content will be similar with other media to make it consistent. It shows the product is shining and it makes the skin of a young woman brighter (refer to Appendix 6).
•
For the ads to be more eye catching to remind people, the bus station would be painted in pink and decorated as a castle - an image that associated with Pond’s event. It will not carry any specific promotion to prevent outdated information since it would cost much time to change the billboard image. > Total Budget: $12,000 per year > Evaluation: •
As this advertising is used to support the entire campaign and is exposed to the masses, there is no possible way to measure the impact of this strategy.
•
However, some factors such as good location and visually pleasing ads can promise to create positive impact. For instance, since there are always traffic jams at rush hours in district 1, we could have a lot of audiences trapped by slow moving traffic.
In general, inquiry tests can be applied to evaluate the effectiveness between these media. To illustrate, when people go to the Pond’s website, there will be a one question survey such as “how do you know about our website”, some possible answers can be magazines, TV etc. Besides, we can also receive responses from people who participate in our activities. For example, the similar question like “how do you know about this contest” will be printed on the application form.
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2. SALES PROMOTION: 2.1 Objectives: •
Increase product awareness to the customers combined with boost up the sale by 30%.
•
By create attractive promotions program, it is believed to be effective in increasing the trial of product.
•
The more chance for consumers try the product, the more loyalty customers Ponds has. 2.2 Strategies:
2.2.1
Sampling “DISCOVER YOUR NEW DAY WITH POND’S WHITE BEAUTY”
> Time: from the end of October (15/10/2010) to the end of November (25/11/2010), it will occur at the same time of broadcasting new TVC of Ponds White Beauty. This sampling program can reinforce the image of Ponds as well as encourage the sales effectively. •
The booth will be decorated in pink which is consistent with the Ponds White beauty image (please refer to Appendix 8.1 for Booth’s picture.
•
The package of sample will be redesigned from traditional small pack to small tub in order to enhance the durable of product.
•
At the booth, Ponds will have some sample trees, hanging the small pink packs that include the free sample and the horoscope information (refer to Appendix 7.1). The message of this sampling program is “Discover your new day with Pond’s White beauty”. It goes along with the message on TV ads, as shining every step you walk, and make your every single day colorful.
•
The customers will be attracted by decorative booth; moreover, they will come to the tree and find the horoscope following their birthday (refer to Appendix 7.2).
•
The salesperson will play a new role which is guiding the customers
the way how to use Ponds
most effectively instead of traditional role- delivering free sample. •
The booth will be put at many places in big cities, such as Ho Chi Minh City, Ha Noi, Da Nang. For example: S Youth culture house. S Cinema such as Megastar Hung Vuong, Galaxy Nguyen Du, Nguyen Trai etc. S Shopping mall (Saigon square, supermarkets). S High schools (Le Hong Phong, Le Quy Don, Nguyen Thi Minh Khai). S Universities ( Educational university, Social science and human university) S Concert music (Hoa nhip ban tre): besides distributing the free sample the customers will also receive a
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fan with image of Pond’s White beauty so that it not only make the audience feel comfortable during the concert but also can bring the image of Pond’s white beauty easily to the consumers’ mind. •
It is believed effective in attracting the customers go to Pond’s
booth to get free sample
because: S The sampling program happens at the time of broadcasting the ads on TV so the consumers will have more motivation and intention to try the product. Moreover, during this time there is Vietnam women day (20-10). S Decorating pinky booth combined with giving the horoscope information will make the customers be curious and come. S Being different from the normal way of delivering sample, Pond understands the psychology of their targeted customers who are teenagers and the youth, Pond include in the sample the horoscope- the information about feeling, activities on that day. The customers especially teenagers will feel curious and interested in this program > Total Budget: $500,000 > Evaluation: •
ROI for a sampling investment: 1. The total cost of sampling: With the wide distribution of sampling program. Ponds plan to deliver 1,000,000 units and the cost of each trial-sized unit is $0.4. Thus, total cost is $400,000 ( i.e. 1,000,000 times $0.4) 2. Calculate the profit per unit: We assume that average four units will be purchased per year and the profit which is calculated average among the set of Ponds White beauty is $0.8. Thus, each customers will bring the potential profit is $3.2 (i.e. $0.8 multiply 4) when they become repeat customers of our brand. 3. Calculate the number of converters: $400,000/$3.2= 125,000 units. This means that 12.5% conversion rate to break even (i.e. 125,000/1.000,000= 12.5%) 4. Determine the effectiveness of the sampling: In order to ensure the success of sampling, the conversion rate has to exceed the break-even which is from 13% to 18%. Therefore the minimum of 162,500 people must become the users of Ponds White beauty after trying the sample. (i.e. 125,000 times 1.3) in order to cover the cost from sampling investment as well as increase sales and increase the profit.
•
We can evaluate this sampling program through:
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S The program occurs parallel with the time broadcasting new TVC of Ponds White beauty on television. Moreover, because of new method of delivering sample, generating the Word of mouth can help the program more successful. The more people come to the booth to get sample, the more brand awareness Ponds raises. S We can compare the sales before with the sales after the sampling program happening. 2.2.2
Gift Attachment
> Purpose is to increase the sale volume directly by create interest for buyers in some special events: •
In the Christmas event, we will launch a gift attachment campaign from the middle to the end of December. When the customers buy a set of Pond’s White Beauty, they will get a lovely Hippie headband (refer to Appendix 8.1). This might attract many teen girls because Hippie headband is a new trend in recent months and it is forecasted to still be liked until the end of this year.
•
In the Valentine event, the gift attachment will be implemented in a different way with more interesting. The gift will be 10 free meals for 10 couples in the night of Valentine „day. The free meal ticket will be put inside a set of Pond’s White Beauty. The location is Annamite Restaurant; it is a French restaurant which is especially designed for couples in romantic meals with candlelight (refer to Appendix 8.2). This might attract many teen girls and also teen boys to buy Pond’s white Beauty. For those teen boys, they can buy Pond’s as a gift for their girl friend and also get a chance to be one of the 100 lucky couples. This promotion will be scheduled from the middle of January to before the Valentine’s Day.
> Total Budget: $110,000 2.2.3
Voucher
> Time: from June to September. •
There is no special event at this time, so we plan to increase the sale volume by giving a holiday accommodation voucher. Moreover, this summer time, people usually to the beach and enjoy the shining.
•
When customers buy a set of Pond’s White Beauty, they will get a scratch card inside the package and if they are lucky to win, then they can contact with us to get the voucher.
•
10 lucky customers might have a chance to spend 3 days traveling to Vung Tau City and they will be stayed in 4 stars hotel for free. The hotel, which is Sammy (refer to Appendix 9) might bring meaningful holidays for them because the hotel is located near the beach and customers will be served meals and beverage.
•
Each voucher will be available for 2 People. This sale promotion might attract strong attention among buyers because it is implemented in the summer season, a free holiday voucher could be a very excited
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thing. > Total Budget: $3,500 > Evaluation and control for Gift Attachment and Voucher •
Observing the consumer behavior respond when they buy Pond’s products. It is important to know that consumers get interest in the gift attachment. •
Recording the respond from retailers and whole sellers when the gift attachment and voucher campaign are implemented. They might provide the current sale situation which can evaluate an effective sale promotion or not.
•
With the holiday accommodation voucher, we can send an email to the winner after the get the travelling. We can ask about their opinion and feeling to measure their satisfaction.
•
Recording the sale volume, the higher sale volume proves for the effective sale promotion. We can compare the sale data before and after the sale promotion campaign.
3. PUBLIC RELATION: 3.1.Objectives: •
In cooperate with other marcom tool to improve brand awareness from 70% to more than 90% of total target customers through the launch of Ponds Wishing Garden and Ponds White Beauty Contest
•
Reinforcing the Brand by maintaining positive relationships with our target customer and building a strong image of Ponds White Beauty. Promote brand image “Pond’s will bring you rosy skin as your wish”
•
Creating interest in event and contest activities, encourage customers come to store and buy Ponds to join the contest.
•
Increase brand loyalty.
3.2.Strategies: 3.2.1. Special Event: GREETING SEASON - WISHING GARDEN Enjoy the first Pink Christmas in Vietnam with Pond’s White Beauty > Time: from 19/12/2010 to 01/01/2011 at Diamond Plaza, creating a Pink Christmas with Pond’s Wishing Garden. •
All the place is decorated in pink - the color of Ponds White Beauty (refer to Appendix 10.1)
•
In the Wishing Garden, placing many pink Christmas trees; everyone can come, write down their wishes in a pink beautiful note and hang them on these trees (refer to Appendix 10.2). They could also take
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pictures with pinkish glorious design and beautiful Christmas girls in cute, pink dress (refer to Appendix 10.3). •
Next to the garden is a batch of hundred colorful balloons attached with a small, pink Ponds castle. After 2 weeks collecting wishes, in the first day of the year, all the wishes will be put into the castle and the balloons will take them to the sky (refer to Appendix 10.4) .
•
In the micro-site pondswhitebeauty.vn, also creating a virtual wishing garden, for those who cannot come directly to Ponds Wishing Garden at Diamond Plaza.
•
Promote the message: Pond’s White Beauty-shine your skin-shine your life. Pond’s White Beauty brings you confident and shining, makes your life interesting and colorful. Now Pond’s White Beauty is honor to be part of making your life more meaningful by giving greetings and wishes to your beloved ones.
> This will attract a lot of people, especially our target customer •
Organized in central of the city, with high traffic
•
In Christmas and New Year holiday, people usually send out card, go to church and to the pagoda, to make a wish for themselves, for their family, friends, etc.
•
In this season, the hotels, the malls and all the streets around are decorated very beautifully, attract thousands of people.
•
About 80% of people who come down to the central streets to take pictures and celebrate the holidays are teenagers and young adults.
•
Raise attention and curious as they usually heard the term “White Christmas”, not “Pink Christmas”, then attract more people to come and discover.
•
All people could celebrate the Christmas holiday, regardless their religion, but only the Christians have chance to decorate the Christmas tree at home, this would be interesting for others to feel like they involve in the holiday by placing their wish in the tree.
•
Attract the media, press
> Budgeted cost: $60,000 > Evaluation: •
Personal contact: choose random customers, who come to the Wishing Garden, ask their opinion about the event. What they like the most, what they dislike, is there anything else that they expect to have in this kind of event.
•
Counting the number of cards, note that is used to see how many customers actually enjoy and involve in the events
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Based on sales volume: if the sales increase, then the event is successful. 3.2.2. Contest: WITH POND’S WHITE BEAUTY, REACH THE TOP OF CREATIVITY!!! In order to reach objectives set up, Pond’s organizes the contest not only for increase sales volume but also creates useful playground for its target market. Contest will run from May to September 2011 and is divided into two states: *
Stage 1: running “Turn your ideas into reality” and “Pond’s Icon” contest from 1/5/2011 to
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30/7/2011. Two activities run parallel. Turn your ideas into reality
Pond’s Icon
At the beginning of May, Pond’s advertise contest through communication channels such as pondswhitebeauty.vn, 2! Magazine and TGPN Participations
All Vietnamese students who are
Girls who are from 15 to 25 years old
studying at high schools and universities Purpose
Participants will come up with the Looking for the models for recording video clips creative brief and ideas of television which winning participants of “Turn your ideas advertisement scripts for Pond’s White Beauty.
Requirements
into reality” contest.
The ads scripts have to convey
Girls will show “Pond’s moment” which is the
advertising ideas clearly in writing,
best expressive with Pond’s product. Photos
representing the brand’s image
(13*18 cm, without using Photoshop) along
efficiently “Pond’s- natural pinkish white with application form from 2! Magazines, skin”, captures attention, inventively and
attaching Pond’s White Beauty package and
originality. Deadline submission on 30th
ship it to Pond’s office (refer to Appendix 11).
June 2011.
*
Duties of
At middle of July, Pond’s chooses Five
At the middle of July, Five excellent models
winners
highly regarded copywriters with
that are picked out by Pond’s will have chances
excellent scripts. Each of them will be
to recording five scripts from “Turn your ideas
provided 50 million to shoot their clips.
into reality” contest.
Stage 2: From 20/7/2011 to 1/9/2011
• Winners from contest will be shooting five different video clips with the given capital. • At the beginning of August, Pond’s will promote clips on Yeah 1! TV- popular channel
for
teenager Within the program, behind of the scenes will be showed; models and copywriters will share enjoyment and difficulties in recording process and what they learn from joining ads. • Audiences vote for clips they like best through 19001234 switchboards within program happening as well as micro site pondswhitebeauty.com, and they have opportunities to win great prizes like 3 holiday trips in Vinpearl land in 3 days to attract broader visitors who not only teenager but also people who are interest in
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rewards. The more people join in contest, the more we’re successful. Vote will be ended on 20/8/20011. • On September, the most excellent clips will be rewarded- one is chosen by Pond’s and one gets highest viewer’s votes. Rewards for winners include: S Holiday trips to Singapore- Malaysia in 4 days. S Chosen models will be acting in the next official commercial clip of Pond’s White Beauty. S Winning copywriters would get a chance to cooperate with Uniliver marketing department in developing the next official clip, and even have an opportunity to do internship and work at Unilever Vietnam. • Contest will attract numerous participants join in and fulfill objective set out because: S Celebrate on summer time and focus on teen-girls and students S Matches teen-girls interests such as being well-know and their images spread everywhere through mass media like TV, Internet and magazines. S Useful playground for cultivating and encourages creativity. S Through competition, participants can discover their special talents and have more clearly orientation for their carrier in the future. S Tremendous rewards. S Encourage purchasing power to allow customers to join in the contest and create positive consumers’ attitude toward the product > Budgeted cost: $90,000 > Evaluation: •
Customer awareness: determine how much knowledge consumers learn about Pond’s through contest and affects their purchasing power by looking at market share before contest and after running contest.
•
Sales volume: More people buy Pond’s to join in contest, the more successful we achieve. We estimate base on sales revenue and profit report when contest finish.
•
Feedback from customers: on Micro-sitepondswhitebeauty.com, Pond’s will provide a Comment Section for viewers post their thinking when contest happening
4. MEDIA PLAN •
Please see the table below for more detail.
•
In general, this marketing plan will last through out the year from October 2010 to September 2011. During this year, Ponds White Beauty plans to hold diverse activities such as advertisement (TVC, magazine,
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online website, etc.), sales promotion (sampling, gift attachment, and voucher) and PR. •
Firstly, samples will be delivered from October to November 2010. Next, there will be the gift attachment on occasions of Christmas 2010 and Valentine 2011. On the other hand, in order to reinforce for the sales promotion program, Ponds will also hold Pink Christmas which belongs to PR. In addition, Ponds will have the monetary investment on the contest combines with the attractive voucher of holiday accommodation. All of these IMC activities of this campaign will be advertised through television, magazine, online website and even the bus stations.
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REFERENCE: •
AdMicro 2010, "Price zone: Kenh14", viewed 15 April 2010, "http://admicro.vn/public/zone_price.php?cmd=showprice&affi_id=18&channelid=6".
•
Marketing Vietnam Group 2010, "Advertising service", viewed 15 April 2010, .
•
Zing Ads 2010, "Advertising Price Zing News", viewed 15 April 2010,
"http://advertise.zing.vn/html/cost/news.html". APPENDIX 1. Review past promotion - Firms promotion capabilities: Initially, Ponds white beauty has aimed to create an intensive marketing campaign to launch the product to targeted customers. Historical marketing strategy:
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Advertising: • TV: HTV and VTV from 7pm-10 pm with the
TVC taken from Thailand.
• Print ads: Muctim, 2!, VTM • Sponsorship: Passport to love movie and Golden album - music concert. Sales promotion: • Free sample: a small pack of Ponds were delivered at the universities in order to stimulate the product trial. Ponds believed that it is effective for them to marketing directly the product to the targeted customers who are young girls. • Free gift for customers on special occasion. Direct marketing: • Experiential marketing program by putting booth in the supermarket and on the road. This program tries to create the brand name of product to targeted customers. Contest and event: • “Pinkish-white princess contest” attracts many teenagers as well as the youth because it can satisfy their desires which are being famous and attending the party with their idol- Noo Phuoc Thinh. Ponds used various tool to launch this
contest
to the customers such asmicro-
site
landatranghong.com, news website vnexpress, ngoisaoand Tv commercial ads. However,the final congratulation party lacked of information and received some bad comments. Although Ponds had monetary investment on the first campaign; it cannot avoid having some mistakes in organizing. In fact, Ponds spent more on building public relationship -their basic marketing strategy through direct marketing and contest, event. However, it needs to be enhanced so that Ponds can accomplish the target more efficiently. 2. Hierarchy of marcom effects.
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(Shimp 2010)
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3. Television Advertising: 3.1.
Clip A
AT THIS TIME AND EXACTLY THIS PLACE, A VIOLENT BATTLE IS OCCURING ......................
What's happening with Quang Vinh? Let's watch on 15 Oet 2010!!!
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3.2 Clip B
THE PRINCE COMES TO THE CASTLE AND FOUND
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TWO BEAUTIFUL PRINCESSES
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7
an
FINALLY, THE PRINCE HAD CHOSE PINKISH-WHITE PRINCESS...
r
Jk •fl
photo Duong V^j
LET’S CHOOSE PONP’S WHITE BEAUTY TO
HELP YOUR PRINCE REALIZE YOU!!!!
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white beauty
PONDS
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4. Magazine Advertising 4.1 Magazine Ads
4.2 Magazine Ads for contest.
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5. Online Banner Advertising
6. Bus station Advertising
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7. Sampling 7.1 Booth
POND'S
Sample pack
Pond's White Beauty 1^
7.2 Horoscope message: Booth of Pond decorated in pink
IMC PLAN
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8. Gift Attachment 8.1Hippie headband
8.2 Annamite Restaurant
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9. Sammy Hotel
10. Special Event: 10.1 Wishing Garden:
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10.2 Cute notes for writing wishes:
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IMC PLAN 11. Contest
IMC Plan
“Turn creativity into reality” Poster
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Application Form 12. Marketing Communication Cost
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Oct 2010- Sep 2011 Marketing Communications Cost Strategy
Descriptions
Cost/ Unit
HTV
Time: 21: 00-22:00
$2,000/ 30s ad
VTV
Time: 21:00-22:00
$1,400/ 30s ad
Advertising TV Ads
Magazine
1 colour page 24 x 30cm
HHT 2!
(169,000 issues/ vol.)
$1,900/ ad/ vol.
Yeah1 Teen
(18,000 issues/ vol.)
$800/ ad/ vol.
Cover page (50,000 issues/ vol.)
$3,200/ ad/ vol.
TGPN Bus Station Ads
$12,000/ year
Online Marketing Banner Ads
Main Page
Channel 14
Right Banner 350x250
$5,400/ month
Zing News
Right Banner 350x250
$6,000/ month
HHT Online
Great banner 578x188
$1,300/ month
Sales Promotion Sampling
$0.4/ s ample
Gift Hippie headband
Christmas Event Dec '10
$0.5/ headband
Romantic Dinner Date
Valentine Event Feb '11
$100/ couple
Sea View Room
$170/ couple/ night
Singapore 4 days 3 nights
$490/ person
Voucher Sammy Hotel Public Relations Contest Travel& Accommodation
13. Marketing Communication Budgeted Expenses
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IMC Plan Oct 2010- Sep 2011 Marketing Communications Budget Oct '10
Nov '10
Dec '10
Jan '11
Feb '11
Mar '11
Apr '11
May '11
Jun '11
July '11
Aug '11
Sep '11
Total
Ads Design
$50,000
-
-
-
-
-
-
-
-
-
-
-
$50,000
TV Ads
$54,400
$108,800
$108,800
-
-
-
-
$81,600
$81,600
$81,600
$81,600
$40,800
$639,200
$7,200
$4,000
$7,200
$4,000
$7,200
$11,000
$11,000
$4,600
$4,600
$4,600
$4,600
$4,600
$74,600
Banner Ads
$12,700
-
$12,700
$12,700
$12,700
-
-
$11,400
$11,400
$11,400
$11,400
$11,400
$107,800
Bus Station
$970
$970
$970
$970
$970
$970
$970
$970
$970
$11,640
Total
$125,270
$129,670
$17,670
$20,870
$11,970
$11,970
$98,570
$98,570
$98,570
$98,570
$57,770
$883,240
Advertising
Magazine
$970 $113,770
$970
$970
Sales Promotion Sampling
$250,000
$250,000
-
-
-
-
-
-
-
-
-
-
$500,000
Gift
-
-
$100,000
-
$10,000
-
-
-
-
-
-
-
$110,000
Voucher
-
-
-
-
-
-
-
-
-
-
-
$3,500
$3,500
$250,000
$250,000
$100,000
-
$10,000
-
-
-
-
-
-
$3,500
$613,500
Christmas Event
-
-
$60,000
-
-
-
-
-
-
-
-
-
$60,000
Contest
-
-
-
-
-
-
-
$20,000
$20,000
$20,000
$20,000
$10,000
$90,000
Total
-
-
$60,000
-
-
-
-
$20,000
$20,000
$20,000
$20,000
$10,000
$150,000
Oct '10
Nov '10
Dec '10
Jan '11
Feb '11
Mar '11
Apr '11
May '11
Jun '11
July '11
Aug '11
Sep '11
TOTAL
Advertising
$125,270
$113,770
$129,670
$17,670
$20,870
$11,970
$11,970
$98,570
$98,570
$98,570
$98,570
$57,770
$883,240
Sales Promotion
$250,000
$250,000
$100,000
-
$10,000
-
-
-
-
-
-
$3,500
$613,500
Public Relations
-
-
$60,000
-
-
-
-
$20,000
$20,000
$20,000
$20,000
$10,000
$150,000
$375,270
$363,770
$289,670
$17,670
$30,870
$11,970
$11,970
$118,570
$118,570
$118,570
$118,570
$71,270
$1,646,740
22.79%
22.09%
17.59%
1.07%
1.87%
7.20%
7.20%
Total Public Relations
TOTAL S UMMARY
TOTAL % OF TOTAL
0.73%
0.73%
7.20%
7.20%
4.33%
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Allocated Budget Percentage
■
Advertising
■
Sales Promotion
■
Public Relations
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