Nguyn Th M Trm

Nguyn Th Tng Vy
Phn tch SWOT
Strenghts Weaknesses
Opportunities Threatens
c chnh ph tr gi, gi thnh r tng
ng vi cht lng trung bnh
nh v trong tm tr khch hng l thng
hiu tin phong cho th trng bao cao su
Vit Nam
Tnh nng p ng c nhu cu c bn
ca khch hng
t tnh nng
Cht lng thp hn nhiu phn ln cc sn
phm ngoi nhp
Phn ln ngi tiu dng c thu nhp mc
trung bnh thp v vn trng gi r
Ngi tiu dng c nh v lin tng
ti OK gn nh ngay lp tc khi nhc n
bao cao su
Trn ngp cc sn phm ngoi nhp vi
nhiu tnh nng mi hp dn hn
Xut hin cc loi bao cao su lm gi nh
hng ti thng hiu
So snh i th cnh tranh


OK Hello Durex Sagami Nhn xt
nh v
thng
hiu
Tin phong
trong th
trng bao cao
su Vit Nam
Thng hiu
bao cao su ca
mi nh
Thng hiu cao
cp, ng u v
cht lng, p ng
mi nhu cu thm
kn ca khch hng
Thng hiu cao
cp, mang li cm
gic khc bit t
cng ngh Nht Bn
OK c li th trong
vic sm lin h vi
vn tnh dc an
ton trong tm tr mi
ngi
Sn
phm
Tnh nng c
bn, c mi v
khng mi
Tnh nng c
bn, khng mi
y cc tnh
nng: c mi, gn,
gai, siu mng,
p ng mi nhu
cu thm kn ca
khch hng.
Rt nhiu tnh nng,
tnh nng ni bt l
mang li cm gic
tht, p ng nhu
cu cao ca khch
hng
Cht
lng
Cht lng
trung bnh
Cht lng bnh
dn
Cht lng cao cp Cht lng cao cp p ng c nhu
cu c bn
Gi c 140.000/1
hp/144 ci
(loi c mi)
120.000/1
hp/144 ci
(khng mi)
40.000/1 hp/3 ci
(loi c mi)
38.000/1 hp/3 ci
(loi c mi)
OK gi r cnh tranh
H
thng
phn
phi
-Chng trnh
quc gia.
-Nh thuc
-Bn online
-Chng trnh
quc gia.
-Nh thuc
-Bn online

-Nh thuc
-Ca hng chuyn
dng
-Shop online
-Lazada.vn
-Nh thuc
-Ca hng chuyn
dng
-Shop online
-Lazada.vn
-Ok li th trong cc
chng trnh quc gia
-Nhng khng c
by bn nhiu trong
cc ca hng chuyn
dng.
Positioning
Cht lng
Gi c
Problem Statement
Tuy OK l thng hiu tin phong dn u trn th trng bao cao su Vit Nam v
sm lin h v vn an ton tnh dc trong tm tr mi ngi nhng OK cha
tn dng c li th .
H thng phn phi n cc ca hng chuyn dng cha hiu qu.
Hot ng marketing sn phm cn yu.
Nam, n t 18 24 tui
L sinh vin hoc ngi cha t to thu nhp v ngi lao ng c thu nhp
BCD
Ngi c quan h tnh dc hoc quan tm n quan h tnh dc v bao cao su
C nhu cu gii tr bng vic nghe radio, xem TV hoc lt web.
C t thi gian c chm sc v mt tinh thn


Sn phm ph hp vi ti tin nhng k lng v mt cht lng, p ng nhu
cu c bn (cm gic tht, bn an ton, khng kch ng)
Thun tin khi mua hng (cm thy khng ngi ngng khi t ma sn phm)
C nhu cu chia s, tm s v c lng nghe.

Target Customer
Customer Insight
Trong vng 6 thng, 80% khch hng mc tiu bit n chin dch Ti ni OK
90% trong s (tng ng 72% khch hng mc tiu) cm thy thch cc
hot ng mnh c tip cn
70% khch hng mc tiu nm c thng ip truyn thng, theo di cc hot
ng ca chin dch trn phng tin thng tin i chng.
65% khch hng mc tiu bit, thch, cm thy hu ch v tng s dng sn
phm OK
Tng doanh thu thm 15% trong do:
- Tng users (s ngi s dng mi) 6%
- Tng usage (s ngi s dng v khng cn ngn ngi khi mua sn phm)
6%
- Tng uses (s ln s dng ca khch hng trung thnh) 3%
Ojectives
Ti ni OK (I say OK)
Xy dng trn m hnh 4C
OK nh mt ngi bn, tm n OK khi cn c chia s, c
ng iu v c chm sc c v mt tinh thn.


To ra cc knh khch hng c ni ln ting ni ca mnh,
c chia s nhiu hn v thoi mi hn, cng nh ni v vn
tnh dc mt cch khng ngi ngn. Qua , bao cao su OK tr nn
gn gi, i thng hn.

Strategy
Key Message
Big Idea
m bo c cht lng ca OK hon ton ph hp vi phn ln
ngi tiu dng v tha mn nhu cu c bn v quan h tnh dc
Cung cp cc knh phc v nhu cu chm sc v mt tinh thn ca
khch hng



Customer Solutions
Vn gi chin lc gi thnh r
Tng li ch khi mua hng cho khch hng bng
cch thay i bao b sn phm
C th: hp c thit k ging ng ni trong
chi ca tr con (hnh), bn theo cp. Hp sn
phm c tc dng mang li hng th v s gii tr
cho khch hng, khin khch hng cm thy vui v
v mi l hn khi mua.
Customer Cost
M rng h thng phn phi sn phm.
Mc ch: khch hng mua d dng hn, trnh ngi ngng, gy
hiu ng tt hn bng cc phng tin qung co i km
Cc knh phn phi:
Truyn thng: pht min ph thng qua cc chng trnh tuyn
truyn quc gia, bn ti cc hiu thuc, shop online, nh ngh, bch
ha.
M rng: ca hng tin li, ca hng chuyn cung cp cc sn
phm chm sc sc khe v sc p nh Medicare, Guardian
Convenience
Mc ch: to nn mt hin tng mi, ngi nh tr thnh a im
mi ngi c th n l ghi cm nhn, chia s ca mnh ln .
Cch thc: Xung quanh ngi nh s c dn kn cc nhn dn nhiu
mu sc, trn c ghi cu I say OK when Are you OK?..., phn
trng ngi qua ng c th t mnh ghi vo bt c th g h mun.
Lm 6 m hnh (3 TPHCM, 3 H Ni) ngi nh bng g kch thc
2.5x2.5x2m, t ti cc a im tiu biu : lng i hc, khu vc gn
trng i hc, khu tp th cng nhn, khu nh tr,

Are you OK?
Bn n ch?.....................
I say OK when.
Ti ni Ok khi .
I say OK when.
Ti ni Ok khi .
Are you OK?
Bn n ch?.....................
Communication
Channel 1: Cozy House
Tn dng nhng
li th sn c:
OK l nhn hng
tin phong trong
vic hot ng
tuyn truyn
Sm lin h vi
vn an ton
tnh dc trong tm
tr mi ngi.
Tip tc xy dng,
cng c hnh nh
thng qua cc
hot ng ti tr
Chui chng
trnh gio dc gii
tnh trong cc
trng cp 3
Chui chng
trnh an ton tnh
dc trong cc x
nghip
Channel 2: Ti tr cho cc chng trnh gio dc gii
tnh, an ton tnh dc
To mi trng lnh mnh v uy tn ni ln ting ni ca nhng ngi
ang quan tm v s dng bao cao su
L ni bt c ai cng c th thoi mi k v nhng tri nghim trong tnh
yu, qu trnh i n tnh dc, c lng nghe, gii p thc mc, t vn
bi mt cng ng c chung quan im
Mc
ch
K: nhng cu chuyn v tnh yu, s tin tng trong quan h do bn c
gi v
Nghe: cc bc s uy tn t vn v tm l, sc khe v an ton tnh dc
Ni: nhng li nhn bn c gi cho bn trai/bn gi ca mnh hiu
nhau hn
Bit: cung cp mi kin thc v bao cao su v an ton tnh dc
Cc
chuyn
mc
Channel 3: Website toinoiok.com Ti ni Ok
Concept: Cuc hnh trnh ca mt bn trai i n cc vng trn c
nc tip cn i tng ca chin dch, ni v bao cao su v nghe
mi ngi chia s v vic s dng bao cao su hoc nhng hiu bit
v bao cao su.
Style: tr trung, gn gi.

TVC: Gm 3 on TVC:
Concept: To nhng tnh hung m cu OK! ni ra th hin s tin tng,
an tm.
Style: lng mn, tnh cm.
Kt thc mi on TVC: xut hin dng ch: Ti ni OK v logo ca sn phm
OOH: hnh nh lc c gi ni OK! 3 tnh hung trong TVC.

Channel 4: Real Radio-Show: Nht k Ti ni OK!
Channel 5: Qung co Ti ni OK!
TVC 3: Mt c gi mc vy trng ng cng vin. Mt ngi l i qua t bn
cnh c mt chm bong bng mu trng, tip ln lt nhng ngi khc i
qua t 1 lng hoa hng trng, ci ln u c khn c du, a cho c b hoa
ci, mt dn nhc i ti bn cnh v bt u chi nhc. Mi th din ra nhanh
v bt ng khin c gi i t ngc nhin ny ti ngc nhin khc, n khi bn trai
c xut hin trong trang phc ca ch r v ni: Lm c du ca anh nh! ri
eo nhn vo tay c, c gi xc ng bt khc ni OK!
TVC 2: Mt i nam n ang nm tay i trn ph, cht ma xung, c gi lo
lng: Em qun mang theo ri!. Chng trai ci o khoc che cho bn gi: Em
mang theo anh. Vy l ri. C gi mm ci hnh phc ni OK!

TVC1: Mt c gi ang qua ng gia ln xe c ng c. Trong lc hoang
mang th mt chng trai i ti nm tay c: C cn ti gip y! v dt i, c gi
sau vi giy ng ngng mm ci v ni OK!

Ni dung cc TVC
Channel 6: Big Event Ti ni OK
Mc ch: L s kin ln lin kt cc knh trc v nh du s kt
thc chin dch Ti ni OK , thng ip ca chin dch nh v r trong
tm tr khch hng

Ni dung: L mt ngy hi dnh cho nhng ai quan tm n chin dch vi
cc hot ng si ni, l ni cc bn tr chia s ci m v vn tnh
dc v th hin tnh yu ca mnh bng mn cu hn tp th theo phong
cch tr trung v hin i nht
Hot ng:
Trin lm Cozy house c thit k nh mt khu ph lng mn v b n
ngi tham gia thch th khm ph
Game show tng tc v chng trnh ca nhc.
Trao gii cho cu chuyn hay nht trn website toinoiok.com, giao lu
chia s cng nhn vt ny
Tr chuyn giao lu cng cc nhn vt b n ng sau cc channel Real
Radio show v website toinoiok.com
Mn cu hn tp th bt ng : Ting nhc vang ln bt ng, mi ngi
cng nhy flashmob. im nhn: kt thc mn nhy cc bn nam ng
thanh h to Will you marry me?, cc bn n ng thanh tr li OK.
Bong bng mu tri tim c th ln tri.
Channel 6: Big Event Ti ni OK
Phase Channel Nov
2013
Dec
2013
Jan
2014
Feb
2014
Mar
2014
Apr
2014
Awakening
Cozy house
X *





Engaging
Ti tr chng
trnh gio dc,
tuyn truyn
X*
Website
toinoiok.com
X* x x x x
Real Radio-
Show
X*
Qung co
X* X* x x x
Bigbooming
Big event
* * X*
* S dng bo ch vit bi theo nh hng.
Timeline
Phn b ngn sch
S kin Tiu ch Chi ph (VND)
Website toinoiok.com Lp v duy tr website 10,000,000
Real Radio-show Ti tr cho hnh trnh v Radio show 12 k
trong 1 thng
600,000,000
Qung co TVC thi lng 10s pht trong 5 thng 1,600,000,000
OOH trong 5 thng 1,000,000,000
Sponsorship T chc hi tho, pht min ph sn phm 350,000,000
Cozy House Lm m hnh, thu mt bng trong 1 thng 240,000,000
I say OK Event T chc, mi khch mi, truyn thng 2 a
im
1,000,000,000
Bo ch Bo online, bo giy 200,000,000
Tng cng: 5,000,000,000 VND
nh gi theo di hiu qu
Chin dch c nh gi thng qua:
Lng view trn website
Rating ca TVC v Radio Show
Lng i tng tip cn c vi chui chng trnh t
vn, gio dc
Lng i tng tham d Ti ni OK event
Lng reach trn bo ch thng qua Google Analysis
Lng i tng tham gia chia s Cozy House
Doanh s bn hng trc v sau chin dch
THANK
YOU