imc plan group assignment durex

Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (39.54 MB, 76 trang )

<span class="text_page_counter">Trang 1</span><div class="page_container" data-page="1">

D U R E X

V I E T N A M

GROUP 3 | MKT 304 | MKT1609LECTURER: BUI THI HANH THAO

IMC PLAN

GROUP ASSIGNMENT

</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">

HA PHUONG ANHNGUYEN KHOA HOANG DIEP

TRAN MINH NGOCNGUYEN LE PHUONG UYEN

G R O U P 3

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

TABLE OFCONTENT

2. Analysis of PromotionalProgram Situation

2.1. Internal analysis 2.2. External analysis

3. Analysis of Communication Process

3.1. Analyze receiver’s response processes

3.2. Analyze source, message, channel factors.3.3. Establish communication goals and objectives

4. Develop Integrated MarketingCommunications Program

4.1. Advertising4.2. Sales promotion4.3. Direct marketing

4.4. Digital/Internet marketing4.5. Public Relations/Publicity

5. Budget Determination

5.1. Set tentative marketing communications budget5.2. Allocate tentative budget

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

Durex is a British condom brand founded in 1929,once developed by SSL International. However, in July2010 Durex was officially acquired by Reckitt BenckiserGroup. ( Durex, 2022 )

Currently, Durex is present in all countries around theworld, sold in more than 150 countries, is the number onebest-selling brand in more than 40 countries. Durex'smarket share is twice that of its close competitor. Durexdominates 26.46% of the world's $4 billion condommarket and becomes the No. 1 brand on a global scale.

Durex brand stands for

"Durability, Reliability, and Excellence"

Mission

<small>To develop and support key initiatives that harness sexualhealth expertise globally to raise awareness of the safer sexmessage, communicate a ‘prevention not cure’ ethos, andencourage consistent condom use. ( Durex, 2022 )</small>

Vision

<small>To inspire people to takeresponsibility for their sexualhealth, based on the principle thatinformation leads to knowledgewhich, in turn, leads to action. ( Durex, 2022 )</small>

1. Company

</div><span class="text_page_counter">Trang 9</span><div class="page_container" data-page="9">

Durex Kingtex,....Some popular DurexGel in Vietnam are:Durex Play Soothing2in1 Massage , DurexPlay Tingling Lube ,Durex Play StrawberryLube,...

1.2.1. EXISTING PRODUCTS

1.2.2. NEW PRODUCT

Durex Choose :Synthetic condoms -Durex brand

Packaging: 6 pcs/1box. Change the boxdesign with the maincolor being blue andpurple.

Product price: 150k / 1product

</div><span class="text_page_counter">Trang 11</span><div class="page_container" data-page="11">

3.OBJECTIVEGeneral Goal

Increase new product awareness

1 million customers of Durex Vietnam know about the new product

“Durex Choose” within 2 months.

</div><span class="text_page_counter">Trang 13</span><div class="page_container" data-page="13">

11.ANALYSIS OFPROMOTIONAL

</div><span class="text_page_counter">Trang 15</span><div class="page_container" data-page="15">

A. OPERATION & BRAND NAVIGATION

</div><span class="text_page_counter">Trang 17</span><div class="page_container" data-page="17">

Durex is the world's biggest condoms and lubricants brand,recognized in more than 40 countries. With strongfinancial potential, Durex easily invests in communicationactivities, market research, and new product development.Durex has over 90 years of experience in refining customer

experience and becoming the go-to brand for reliableproducts.

Durex's Marketing team is highly regarded, catching thetrend, smart in approaching sensitive issues. The creative

content has helped Durex create sympathy withconsumers, raising the level of brand awareness.

1. INTERNALANALYSIS

B. FIRM’S ABILITY TO IMPLEMENTTHE PROMOTIONAL PROGRAM

</div><span class="text_page_counter">Trang 19</span><div class="page_container" data-page="19">

<small>Durex is the world's leading condom brandholding up to 26% of the global marketshare.</small>

<small>The production scale is extremely large withmodern equipment, transparent and safeproduction process, and quality is testedaccording to ISO standards.</small>

<small> Many diverse products, eye-catchingpackaging, optimally meeting the needs ofcustomers.</small>

<small>Has a nationwide distribution system. Durexdistributes its products including generaland modern trade, from supermarkets,pharmacies to eCommerce platforms,...Strong PR and marketing activities, creativeadvertising programs that do not causeobjection to viewers, make a goodimpression on consumers and bring aboutnationwide brand recognition effect.</small>

<small>The prices of Durex's products are stillquite high, the level of competition is high.Main distribution channel: DKSH Groupaccounts for a large portion of the profit.In addition, there are unofficialdistribution channels such as hand-carried goods, smuggled goods, etc. Thesource of goods is not clear, causingsuspicion of retailers. </small>

<small>Durex Vietnam does not have a maindistribution store, the joint distributionwith other products of the same typegives customers more choices, which isdetrimental to the purchase and sale ofproducts.</small>

<small>The product is inconsistent in terms ofimage, packaging color, as well as theelements constituting the brand identity.</small>

1. INTERNALANALYSIS

C. SWOT ANALYSIS

<small>Consumers' awareness of health protectionand safe sex is increasing, leading toincreasing demand for condoms. The psychology of Vietnamese peopleprefers to use famous branded goods.Advanced production technology helps toincrease competitiveness in the future.Durex's advertising is both humorous andrealistic, thereby helping to stimulate theneeds of the target customer group whohave a new perspective on sex.</small>

<small>Diversified competitors, limited marketshare, difficult to compete with brandsfrom Japan, Thailand,... </small>

<small>Users only know the Durex brand but donot understand the product well, so theyare easily influenced by the referencegroup and easily replaced by otherproducts. </small>

<small>Difficulty in advertising and spreadingmessages to suit the traditional culture ofVietnamese people.</small>

<small>Many fakes and imitations are rampant inthe market, affecting Durex's image.</small>

</div><span class="text_page_counter">Trang 21</span><div class="page_container" data-page="21">

2. EXTERNALANALYSIS

A. CONSUMER BEHAVIOR ANALYSIS

<small>A survey of 1,245 Vietnamese men across the country in July 2017,conducted by market research firm W&S through the websitevinaresearch.net, shows that honest figures reflect Vietnamesemen's perceptions when it comes to mentioning the word. tothe issue of safe sex and consumer behavior for condomproducts.</small>

<small>MALE CONDOMS ARE THE TOP CONTRACEPTIVE METHOD</small>

<small>CHOSEN BY MEN (85.0%) </small> <sub>P A G E 0 9</sub>

</div><span class="text_page_counter">Trang 23</span><div class="page_container" data-page="23">

2. EXTERNALANALYSIS

A. CONSUMER BEHAVIOR ANALYSIS

<small>According to the survey, Durex is the most used condombrand. Because when it comes to quality, variety, design,prestige as well as marketing activities, Durex is superior toother brands. So even if it is to enter the market later, theprice is higher, but Durex is still the first choice ofVietnamese men.</small>

</div><span class="text_page_counter">Trang 25</span><div class="page_container" data-page="25">

THE POME GROUP

B. MARKET SEGMENTATION ANDTARGET MARKETING

Durex identifies 2 primary customer segments:

Customers who have neverhad sex or have alreadyhad sex without condoms,

aged 18-24.

THE CORE USERS

Customers under 45who are the most

active in sex .

Target customers are mainly male, living in big cities, withmedium-high income. Have a modern lifestyle and be openabout sexual issues, care about health, and safe sex practices.

</div><span class="text_page_counter">Trang 27</span><div class="page_container" data-page="27">

Durex positioned itself as a company that ismore than just being a condom brand but acompany taking care of the emotional andsexual wellbeing of couples globally. Thebrand focuses on the strong emotionalexperience and feelings of customers whenusing the products, therefore, thickness andscents are two dimensions that the companyconsiders and produces diversity. (Chien,2020)

For the new product "Durex Choose", Durexpositions this product as more than justcaring for sexual health. But it also givesusers new experiences, bringing the mostuplifting and hedonistic emotions while stillensuring smoothness and safety following thetagline printed on the box "All pleasure in 1box".

III. ANALYSIS OFCOMMUNICATION PROCESS

The AIDA model which stands forAwareness - Interest - Desire - Actionmodel will be applied to analyze thereceiver's response process. The AIDAModel was developed to represent thestages a salesperson must take acustomer through in the personal sellingprocess (Advertising and Promotion: AnIntegrated Marketing Communication,2017).

This model depicts the buyer aspassing successively through attention,interest, desire, and action. Thecompany must first get the customer’sattention and then arouse some interestin the company’s product or service.Strong levels of interest should createthe desire to own or use the product.

<small>A. ANALYSE RECEIVER S’RESPONSE PROCESSES</small>

</div><span class="text_page_counter">Trang 41</span><div class="page_container" data-page="41">

GROUP 3

</div><span class="text_page_counter">Trang 43</span><div class="page_container" data-page="43">

In the past few years, when convenience store systems havesprung up like mushrooms in big cities, urban people's shoppinghabits for "essentials" are gradually changing. Now urbanconsumers can shop anytime, anywhere with a dense system ofconvenience stores that are open 24/7. When buying condomsat convenience stores, customers will minimize the "shy"situation in the shopping process. In addition, there will be nosituation of not being able to find a place to sell late at night.Therefore, the chain of convenience store brands such asCircle K Vinmart, Ministop becomes a perfect choice forcustomers.

Display advertising TVCs on LCDs at cashier counters at150 branches of 2 convenience store chains: Circle K, Vinmart(Hanoi and Ho Chi Minh City) in the first month of productlaunch.

+ Circle K: 100 stores+ Vinmart: 50 stores

</div><span class="text_page_counter">Trang 45</span><div class="page_container" data-page="45">

Shopee is currently the e-commerceplatform with the largest number oforders of Durex. So in the Online market,Durex will focus on Shopee with the Saleshopee activity - Hunting for great deals. Detailed description:

Flash sale total of 1000 products in 30days. Sales hunting time 12pm

+ Weekdays sale 49k999 (sale 30products)

+ Super sale date: 3/3, 8/3, 15/3 (sale50-100 products)

+ Outside the sale time frame will sellthe original product price: 150k

+ Customers who leave a review for theproduct will receive a 10% discountvoucher for the next order.

</div><span class="text_page_counter">Trang 47</span><div class="page_container" data-page="47">

A. LAUNCHING EXPERIENCE BOOTH

A total of 6 machines arelocated at 2

North-South Bridge points(Hanoi - Ho Chi Minh) atmajor cinemas such as CGV,Lotte.

+ Time: on March 14 White Valentine.

-+ Specific description ofBooth:

Booth decorated in whiteValentine style. Inside theBooth there will be a partshaped like a tube forcustomers to put their handsin.

After that, customers willgo through a process ofexperiencing within 10minutes the features ofcondoms included in DurexChoose products.

</div><span class="text_page_counter">Trang 49</span><div class="page_container" data-page="49">

The machine will then spray mist into the customer'shand.

At level 4, customers' hands will be vacuumed througha layer of material similar to that of BCS Fetherlite. At level 5, the machine will condense, dry hands, anddisinfect customers. in a few minutes.

Finally, the machine will give off a strawberry aromaand end the experience. Customers can evaluate theexperience right at Booth's touch screen and Check-in hereto receive some gifts.

</div><span class="text_page_counter">Trang 51</span><div class="page_container" data-page="51">

B. AUTOMATIC CONDOM VENDING MACHINE

Realize that condomvending machines arevery popular in foreignmarkets such as Japan,or European countries.However, when it wasimported to Vietnam, itwas estranged.

TRIED LINKING WITH LOVE HOTELS(JACAYL), TURNING THEM INTO RETAIL

LOCATIONS FOR DUREX.Benefits of partners in the first time:

+ Receive 5% discount on product value.

+ Appears on some posts of Fanpage Durex OfficialVietnam.

Brand benefits:

+ Set up condom vending machines at partner hotelchains.

</div><span class="text_page_counter">Trang 53</span><div class="page_container" data-page="53">

According to statistics, as of June 2021,Vietnam has nearly 70 million Internet users.Social media such as Facebook, Youtube, Tiktokbring high efficiency, reach a large number oftarget customers. Especially through socialnetworking platforms such as Facebook,Youtube, Tiktok. These are also extremelyfamiliar advertising platforms of Durex tocustomers. Therefore, the group still chooses touse advertising activities on social networkingsites.

</div><span class="text_page_counter">Trang 55</span><div class="page_container" data-page="55">

+ Launching TVC and Poster introducing new productsat Fanpage Durex Vietnam.

+ Series of articles on the topic: "Bored of "love" - Who's fault" at the Fanpage and Groups 16+ ofInfluencer Tizi Dich Lep. Include Hashtag

#DurexChooseChange and Brand Logo on the postpublication.

+ The series of articles introduces and stimulatescuriosity about the experience Booth.

+ Continue to post posters that catch the trend like theold orientation. Especially on 3 important occasions:March 8, March 14 and the World Cup qualifying soccerevent between the Vietnam-Omen team.

+ Run ads

+ UPLOAD SERIES SPEAK IT OUT

</div><span class="text_page_counter">Trang 57</span><div class="page_container" data-page="57">

- Post interesting excerpts from the Series Speak It Out.- TVC Durex Choose

- Book Tiktoker about Content to build funny promotionalvideos for products: According to the analysis and evaluationteam, there are 2 suitable choices for Durex: "Thung longfamily" channel and "Linda Ngo" channel.

+ About "Thung Long Family" channel: created by aCreator couple. Their Video content focuses on humorous,creative elements, similar to Durex's current marketingposition. They have 1.7M Followers and the videos keep asteady level of engagement from 300k - 3M views.

+ About Linda Ngo channel created by a young Creatorcouple creating creative content around their lives. They nowhave nearly 4M Followers and a series of viral clips from 1M - 21M Views.

- In addition, Durex will also Book Tiktokers on Review arrayto increase coverage for new products. The selected

Reviewers are: + 1900.6996_ + haininh.nguyen + Duythamchannel

They are all Tiktokers with huge Followers and Views in theReviewers village.

</div><span class="text_page_counter">Trang 59</span><div class="page_container" data-page="59">

According to a report by the Department of E-commerce and Digital Economy (Ministry of Industryand Trade), with 53% of the population participating inonline shopping, the e-commerce market in Vietnam in2020 has grown by 18%, reached US$11.8 billion,accounting for 5.5% of the total retail sales of consumergoods and services nationwide.

In Vietnam, there are four big players dominating themarket: Shopee, Tiki, Lazada, and Sendo. According to a2020 Epsilon report on cross-generational marketing, 75%of Generation Z and Gen Y use smartphones to shoponline. This is also the customer file that Durex is aimingfor. Therefore, choosing to promote activities on e-commerce platforms is extremely necessary.

The group offers the following activities:

- Apply Freeship offer for orders from 100,000 VND ormore on e-commerce platforms.

- Attach affiliate links to e-commerce platforms onchannels of Tiktokers and Social Media channels of Durex.- Advertising on the e-commerce floor: Keyword

advertising for product search, advertising for storesearch.

- Advertise on Google: Google search

</div><span class="text_page_counter">Trang 61</span><div class="page_container" data-page="61">

A. ORGANIZE A NEW PRODUCT LAUNCH.

- The product launch will be combined withtalkshow activities to highlight the meaning ofthe campaign's message: Brave men, not afraidof change.

- Talkshow content talks about men's fearsand pressures in life, as well as sex.

- Spellbinder is Huynh Quang Minh.

B. BROADCAST SERIES SPEAK IT OUT

This is a series of Videos that are broadcaston the Youtube platform. Series with content:conveying the hard-to-tell stories of men.- Format: Unidentified women read lettersfrom anonymous men about the pressures andtrauma they have endured.

- The series will be broadcast for 5 episodeson Durex Vietnam's Youtube channel. In

addition, the show's highlights will be posted onDurex's Tiktok channel.

- Profits from the Series will be used tosupport orphans.

</div>