Moore macdonald communication proposal june
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DIGITAL PROPOSAL 6/2015
Prepared By
TABLE OF CONTENT
1. MARKET
2. INSIGHT
3. COMPETITOR
4. CREATIVE IDEA LEAD
5. COMMUNICATON PLAN
6. TIMELINE
7. BUDGET
8. OWNED - PAID - OWNED
TABLE OF CONTENT
1. MARKET
2. INSIGHT
3. COMPETITOR
4. CREATIVE IDEA LEAD
5. COMMUNICATON PLAN
6. TIMELINE
7. BUDGET
8. OWNED - PAID - OWNED
FROM THE HABIT
OPPORTUNITY
BREAKFAST
LUNCH
DINNER
VN PEOPLE IS HABIT MEAL FOR BREAKFAST, LUNCH, DINNER
FROM THE BREAKFAST HABIT
OPPORTUNITY
Breakfast Habit
1 Per Week
2 - 3 Per Week
4 - 5 Per Week
6 - 7 Per Week
6%
21%
45%
28%
45% MOORE USER EAT BREAKFAST
Source: Internal Moore Survey 54 Sample
TO FREQUENCY BREAKFAST HABIT
OPPORTUNITY
100%
90%
80%
70%
5-7 Per Week
2-4 Per Week
1 Per Week
No Eat
60%
50%
40%
30%
20%
10%
0%
Bread, Stick Rice
Rice In Family
Sweet Break
Other
THEY EAT FASTFOOD AS BREAD, STICK RICE 5-7 PER WEEK
Source: Internal Moore Survey 54 Sample
TO BRAND
CHALLENGE
100%
90%
80%
70%
60%
2-4 Per Week
1 Per Week
Not Buying
50%
40%
30%
20%
10%
0%
KFC
McDonald
Lotteria
Pizza hut
Burger King
Subway
THEY ARE NOT EAT FASTFOOD FOR BREAKFAST MUCH
Source: Internal Moore Survey 54 Sample
TABLE OF CONTENT
1. MARKET
2. INSIGHT
3. COMPETITOR
4. CREATIVE IDEA LEAD
5. COMMUNICATON PLAN
6. TIMELINE
7. BUDGET
8. OWNED - PAID - OWNED
WHAT THEY DO ONLINE
THEY SEARCH FOR INFO, READ NEWS, SOCIAL NETWORK, PLAY
GAMES, WATCH MOVIES AND MUSIC
Source: Nielsen 2014
DEVICE THEY USE ONLINE
THEY USE LAPTOP, DESKTOP AND MOBILE
Source: Think with Google
WHAT TIME THEY GO ONLINE
THEY GO TO ONLINE SOON START FROM 6:00 AM
Source: Think with Google
WHAT TIME THEY GO ONLINE
THEY GO TO ONLINE SOON START FROM 6:00 AM
Source: Think with Google
ONLINE ACTITIVIES TIME
THEY GO TO ONLINE SOON START FROM 6:00 AM
Source: Think with Google
WHAT THEY DO BEFORE THEY PURCHASE
72% THEY ARE USE SEARCH ENGINE
Source: Think with Google
WHAT SEARCH ENGINE THEY USE
90% INTERNET VN USER
Source: Think with Google
16 M VN USERS
COC COC USER DEMOGRAPHIC
THE MOST USER COC COC IS AGE 15-25
ComScore: 07.10.2014
IN-SKIN COC COC
OUR AD WILL TARGET TIME DAY PARTING 6:00 – 11:00 AM
Source: Think with Google
TABLE OF CONTENT
1. MARKET
2. INSIGHT
3. COMPETITOR
4. CREATIVE IDEA LEAD
5. COMMUNICATON PLAN
6. TIMELINE
7. BUDGET
8. OWNED - PAID - OWNED
KFC PROMOTION ACTIVITIES
KFC IS STARTING PROMOTION FOR LUNCH TIME
Source: KFC fan page
LOTTERIA HAPPY THURSDAY
LOTTERIA IS STARTING PROMOTION ON HAPPY THURSDAY
Source: lotteria fan page
MCDONALD START BREAKFAST CAMPAIGN
WE START EDUCATE THE BENEFIT OF BREAKFASTUSERS FOR MCD
BREAKFAST
TABLE OF CONTENT
1. MARKET
2. INSIGHT
3. COMPETITOR
4. CREATIVE IDEA LEAD
5. COMMUNICATON PLAN
6. TIMELINE
7. BUDGET
8. OWNED - PAID - OWNED
WIN – WIN – WIN MODEL
THEY
CONSUMER
STARTING GO
ONLINE EVERY
MORNING
FROM 6:00 AM –
11:00 AM
YOU
YOU WANT
COMMUNICATION
AND EDUCATE
USERS
DEVELOP
COMMUNICATION
PLATFOM
FOR YOU
WE
BEFORE WE GO TO CAMPAIGN
WE NEED DEVELOP A BREAKFAST PRODUCT SITE WHERE USER CAN
FIND PRODUCT INFO.
CREATIVE PLATFORM DEVELOPMENT
1. MASS ALL USERS IN
TARGET GROUPs
2. FOCUS ON
MORNING USERS
MASS PRIN
ADT/ONLINE PR FOR
EDUCATE USERS
IN-SKIN COC
COC
HOMEPAGE
3. SMART TO EARLY
ADOPT USERS
DELIVER VOUCHER
FOR TRIAL
PRODUCT
