WHAT IF THERE IS A CONTRACEPTION METHOD?
A digital strategy to get the adult

DIGITAL MARKETING PLAN
Prepared by OhYeah Communications


THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task

WHEN
when we are going to
communicate with our
target

WHO
who we are going to
talk to

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

WHERE

HOW

where we are going
to communicate with
our target

how we are going to
measure our success


THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task

WHEN
when we are going to
communicate with our
target

WHO
who we are going to
talk to

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

them

WHERE

HOW

where we are going
to communicate with
our target

how we are going to
measure our success


CONSUMERS CONCERNS: CONTRACEPTION METHODS

Using condom is the first choice for contraception among target audience
Source: Vinaresearch, 06/06/2013


CONSUMERS CONCERNS: REASON TO USE CONDOM

Ease to use is the reason people prefer to use condom
Source: Vinaresearch, 06/06/2013


CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE

Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use
Source: Vinaresearch, 06/06/2013



CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS

Reason to choose using condom between material status difference but target to contraception, ease to use
Source: Vinaresearch, 06/06/2013


CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM

Beside the benefits, consumers are feeling not comfortable by using the condom
Source: Vinaresearch, 06/06/2013


CONSUMERS CONCERNS: PREFERABLE BRAND

Durex & OK have the high preferable by consumers
Source: Vinaresearch, 06/06/2013


CONSUMERS CONCERNS: PREFERABLE FUNCTIONS

Thin condom is the one target audience looking for
Source: Vinaresearch, 06/06/2013


CONSUMERS CONCERNS: PREFERABLE FUNCTIONS

Thin condom is the one target audience looking for
Source: Vinaresearch, 06/06/2013



CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND
4000
3,600

3500
3000
2500
2000

1,600

1500
1000
500

480
390

170

260

20

50

0
Sagami


Jex

Durex

True-X

ROCK

Innova

Power
Men

50

110
Sumo

OK

Herman

260

140

VIP

Number

One

70
Viva

Durex & OK are 02 brands that consumers are pro-active searching with high volume for shopping online
Source: Google Search, 2013


CONSUMERS’ NEED: SEARCH VOLUME BY MARKET SHARE

4%

Sagami

5%

Jex

Durex
22%

True-X
ROCK
Innova
50%

4%

Power Men

Sumo

7%

OK
Herman

Durex & OK are 02 brands that have the high search volume in market share
Source: Google Search, 2013


CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION

4,000

3%

3,600

1%

0%

3,500

3,000

bao cao su gai

2,900


2,500

39%

2,000
1,500
1,000

500

bao cao su 12 con
giáp
bao cao su nữ
bao cao su bi

48%
590

260

70

10

0

bao cao su mỏng
8%


bao cao su bao cao su bao cao su bao cao su bao cao su Bao cao du
gai
bi
dày
nữ
mỏng
12 con giáp

Dot condom & woman condom are the function that audience looking for
Source: Google Search, 2013


CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION

44%

Đặt vòng

11%

8%

Tránh thai cổ
điển

Bao cao su

12%

6%


Dùng thuốc Cấy/dán/tiêm

Among 80% women in reproductive age, we have are 12% using contraception pill
Source: Google Search, 2013


CONSUMERS’ NEED: SEARCH VOLUME BY BRAND
140
120

120

110

110

100

10%

90

80

Thuốc tránh thai cấp
tốc
Viên tránh thai hằng
ngày


70

60

50

40

40

40

30
20

20

20

10

20

10
0

0
90%

New choice is the Brand preferable among target audience

Source: Google Search, 2013


CATEGORY CONVENTIONS: ADVERTISING INFORMATION
3,000,000
2,680,000

2,500,000

2,000,000

1,760,000

1,500,000

1,000,000
447,000

500,000

533,000

440,000
90,900

105,000

397,000
33,900


14,700

95,000

130,000

78,100

0

Sagami

Jex

Durex True-X ROCK Innova Power Sumo
Men

OK

Herman

VIP

Number Viva
One

Durex & Sagemi have the most advertising information online
Source: Google Search, 2013



CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE
Sagami
1%

2% 1%

Jex
Durex

8%
26%

6%

True-X

ROCK
6%
1%

Innova

2%

7%

Sumo
OK
VIP


39%

Number One
Viva

Durex (39%) & Sagami (26%) have the most advertising information online
Source: Google Search, 2013


CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
3,000,000

2,850,000
2,500,000

2,000,000

1,500,000

1,000,000
856,000

804,000

500,000

167,000

203,000


0
BCS gai

BCS 12 con giap

BCS nữ

BCS bi

BCS mong

32,800
BCS dày

Spikes Condom & Zodiac Condom have the most advertising information online
Source: Google Search, 2013


CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
7,000,000

6,050,000
5,700,000

6,000,000
4,770,000

5,000,000
4,000,000
3,220,000

3,000,000

1,720,000

2,000,000
1,000,000

572,000

0
Táo

Dâu

Chuối

Bạc Hà

Dứa

Không mùi

No Smell Condom & Mint Smell Condom have the most advertising information online
Source: Google Search, 2013


CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL
120

100


80

60

40

20

0

HCM

Hanoi

Da Nang

Vung Tau

Quang Ngai

Nha Trang

Hai Phong

HCMC have the need consume condom highest compare with other region
Source: Google Search, 2013


CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING

0%
3%

3%
5%

3%

Hà Nội
Hồ Chí Minh

4%

Đà Nẵng
Cần Thơ
Vũng Tàu
56%
25%

Đà Lạt
Nha Trang
Hải Phòng

Hanoi is the place that sell condom online highest
Source: Google Search, 2013


CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
120,000
108,000


96,800

100,000
76,900

80,000

63,600
60,000
40,000

26,900
20,000

22,600

21,000

19,400
13,400

10,100
1,630

2,350

672

1,450


3,060

0

Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine
Source: Google Search, 2013


CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Yaz Tab

1%

0%

Yasmin

5%

Gracial

Diane 35

23%

14%

Drosperin
0%


Mercilon

2%

Lindynette 20

Triregol

6%

4%

1%

0%

Postinor
Regulon

4%

Gynera
16%

3%

Marvelon

Novynette

New Choice
21%

Love Choice

Yaz Tab & Diane 35 acquires 40% advertising information on search engine
Source: Google Search, 2013


WHAT COMMUNICATION SHOULD DO

COMMUNICATION
OBJECTIVES

MAKE THE TARGET & PEOPLE
WHO CAN PAY FOR THEM
KNOW

MAKE THE TARGET & PEOPLE
WHO CAN PAY FOR THEM
EXCITED