10th January 2009

NAME: Thai Thi Huong Giang

Phan Ngoc Anh Thu

Nguyen Duc Huy

Le Thi Hoang Trang

STUDENT ID: S3117184

S3160793

S3175604

S3161953

GROUP: 1

TUTOR: Dr. Lukas Parker

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 Table of content

I. Creative Strategy:..............................................................................................................3
1. Communication Objectives:.............................................................................................3
2. SWOT Analysis:................................................................................................................3
3. Key Learning:....................................................................................................................4
4. Category Insight:...............................................................................................................5
5. Product Insight:.................................................................................................................5
6. Consumer insight:..............................................................................................................5
7. Proposition and Support:..................................................................................................6
8. Attribute and Benefits:......................................................................................................7
9. Values and Personality:.....................................................................................................7
10. Brand essence:................................................................................................................7
11. Blue print:......................................................................................................................7
12. Media objectives and target audience:........................................................................8
13. Media Mix:.....................................................................................................................9
14. Media Reach and Frequency:.....................................................................................10
15. Schedule:.......................................................................................................................11
16. Budget...........................................................................................................................11
17. Media Evaluation:.......................................................................................................12
II. Creative Concept:............................................................................................................12
III. Appendix:.....................................................................................................................13

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 I. Creative Strategy:
1. Communication Objectives:

In general, Wilkinson Sword will do the advertising campaign for Intuition Plus product
within one year. As a new brand firstly launched in Vietnam market, the company recognizes
the important level of building brand awareness of consumers about its product. So, they put
the brand awareness in the first priority of company’s objectives. By exploiting the
communication tools, it aims to achieve about 30% awareness of target audience from the first
seven months. For the last five months of the year, the company plans to attain about 10% of
target consumers could be in brand recognition level. After one year, they want to obtain about
7% market share of the women razor’s industry. These objectives that the company set could
be probably achievable and realistic because they push a lot in advertising and PR, pay a large
budget in this campaign and not many competitors have products in this premiere category.
Besides, after one year, the company will also buy market researches, do surveys and evaluate
the results from the sale volumes to measure the achievable level of each company’s objective.

2. SWOT Analysis:

Strengths Weaknesses
- Unique product’s features for - New brand name first launched in
women in the Vietnam razor field. Vietnam.
- UK’s imported product has higher - Higher price than competitors such
quality. as Chinese razors, spa, wax gel and
- Variety in choices for consumers. cream.
- Quite well-known brand in oversea - Does not have strong relationship
- International brand. with retailers

Opportunities Threats
- The group of consumers in the - New foreign and domestic
target age is high. [*] competitors might jump into
- Living standard of Vietnamese Vietnam razor’s market for women.
people has been increasing. [**] - Fake Intuition Plus products from
- People tend to care more about their China.
appearance and beauty. - Inflation in economy might affect
- Network of domestic retailers purchasing ability of consumers.
expand in many branches.
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 - New policy takes effect from
1/1/2009 that the entrepreneurs
have 100% foreign capital can
actively operate in the retailer
industry of Vietnam (Thanh Hai,
2008).

[*]: Vietnam population is excitingly young (Deboo, M. 2008).

[**]: Nearly 40% of households in Vietnam’s 6 biggest cities belong to AB class (Deboo, M.
2008).

3. Key Learning:

a) Communication Key Learning:

The communication is one of the important parts link to the effectiveness of Intuition
Plus products. For the new market as Vietnam, Wilkinson Sword knows that combining with
Public Relation is the best way to shorten the distance between the consumers and women
razor products.
b) Market:
Wilkinson Sword uses the big budget for the advertising campaign in order to increase
the market share quickly because they know that advertising can make the consumer
remember the information and brand name for a long time. On the other hand, the main
competitor of Wilkinson Sword in Vietnam market is only Gillette which might not really
push hard on advertising and promotion.
c) Product:
Intuition Plus products are added many ingredients such as honey, milk and lotion
because Wilkinson Sword want to focus on more kinds of consumers in Vietnam market. In
addition, Vietnamese people might refer the new products that include the natural smell, color
and all good things for the skin.
d) Consumer:
The consumers of Wilkinson Sword always receive the high quality products with longer
warranty and safe than the others because Intuition Plus wants to increase the loyalty of
consumers after the first times using. Moreover, the hot line of Wilkinson Sword service is
added in the product for answering all the questions and feedbacks from the consumers.
e) Category:

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 The difference between Intuition Plus products and the other ones in Vietnam is the raw
material which is imported from UK that can make the quality of products is better than the
other razors. Moreover, the service after buying is the way that links to the satisfaction of their
consumers.

4. Category Insight:

The Wilkinson Sword is very popular in the overseas market as the professional razor for
women’s beauty. In addition, when it comes to Vietnam, the quality of Intuition Plus products
still keep the basic norms for the Vietnam market. The Wilkinson Sword products are known
as ‘speedy, safety and convenient razor’. That means the product can help the consumer save
time to take care of themselves with the comfortable feeling and safety for their skin.

5. Product Insight:

The design of Intuition Plus products are built with the light colors because using the
consumer’s favorite color could be one of bonus points to gain their likeness. In addition,
Intuition Plus products are prestigious in the national market that can achieve the belief of
Vietnamese people quickly. Although this is the first time of these razor products selling in
Vietnam, the company hopes that the best quality, reasonable price, unique functions and the
design will help Intuition Plus products increasing their selling volumes and the market share.

6. Consumer Insight:

The females who are in age of 15 – 30 years old are the potential consumers of Intuition
Plus product. The reason Wilkinson Sword chooses this kind of target audience is that woman
in this age usually care more about their beauty. The teenagers are in awkward age, so they are
interested in making themselves be better-looking and they might use Intuition Plus products
to dissolve unwanted hair and care their skin also. In addition, the company aims to the target
customers who have income in class C (about 300-499 USD per month) or teenagers whose
parents earn equivalent salary each. Their occupations are usually white-collar workers,
models, students and some jobs that need short or sexy clothes such as athletes, swimmers,
and promotion girls, so on. These jobs require women to use Intuition Plus products because
they usually need to wear skirts or short clothes. If these people do not wax their legs, it will
be very unattractive. Besides, Wilkinson Sword focuses on delivering Intuition Plus products
in Ho Chi Minh City. The reason why Wilkinson Sword chooses this place is that HCMC is
the biggest population city in Vietnam and this is their first year of experiment of a new

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category product. On the other hand, Intuition Plus products could be a useful tool for women
who are usually out-going, trendy, self-caring, fashionable and active. These kinds of people
sometimes like to show off their characteristics through their fashionable clothes at public
places and also care their appearances too much. In addition, the fashionable clothes such as
shorts, skirts and tank top which could not hide their legs and under-arm parts. Thus, Intuition
Plus razors will make their legs and under-arm areas more beautiful.

7. Proposition and Support:

Speedy, safety, skincare and convenience are the basic benefits in Intuition Plus products
that the consumers can get when using it. First of all, with special design and latest
technology, Intuition Plus products are an innovation that gives double quick time,
effectiveness and safety compared with others. By triple blades pivoting head to follow the
contours of consumers’ bodies, Intuition Plus products can cut all unwanted hair smoothly and
completely in one time shaving. Therefore, the consumers can save half of time. Beside that, 3
in 1 features razor saves more time in lathering and moisturizing for consumers. Pivoting role
is to give safe shaves for consumers that help them avoid the scratches which commonly
happen when using other razor products. Moreover, a new feature is created to give the best
healthcare to consumers because in a long time use, it must have germs and bacteria on the
surface of the product that might lead to skin illness. Thus, physical wear indicator is added in
Intuition Plus products that tell consumers when the blades need replacing. Next, based on the
traditional experiences and scientific studies, essence of Aloe Vera, coco butter, vitamin E,
milk and honey are the nutritional sources for skin that rear and regenerate skin cells.
Therefore, Intuition Plus products are applied these ingredients to create effective moisture
that bring a fair and silky skin to consumers. Based on the research about women skin,
Intuition Plus produces three kinds of product that care for different skin’s kinds included
Hydra soft for dry skin, sensitive skin and milk and honey adding more moisture from shea
butter. Fifthly, Intuition Plus products’ handle is small and fit to the hand that makes
consumers feel comfortable and convenient when using the products. It is also easy to carry
away such as putting in the bag or suitcase.

8. Attribute and Benefits:

Attribute Benefit
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  Using triple blades technology  Having high result – cleaner body
parts.
 Adding more natural ingredients to  Having beautiful, smooth and fair skin.
moisturizes. There are 3 kinds for  Safety when using. Avoiding scratches.
different skin types: Sensitive,  Save time and save money for
Hydrasoft and NEW Natural Care consumers.
with Milk and Honey  Health care – avoid skin illness.
 Design is improved pivoting head to
closely follow the contours of your
body.
 Lathers, shaves and moisturizes in
one easy step.
 Physical wear indicator.

9. Values and Personality:

Raising beauty and confident for women. With high quality features, Intuition Plus
products bring a beautiful skin and non - hair body parts to consumers. Thus, they can feel free
to wear short clothes and skirts. Intuition Plus products are modern goods with high
technology application. Beauty care, youthfulness are expressed clearly with premier and
flexibility.

10. Brand essence:

Intuition Plus products brand essence is “Contributing to perfect beauties”. It means that
Intuition Plus products are applied the latest technology to guarantee the highest quality in
beautifying; skin care and health which are the necessary elements that women need to have
beauty.

11. Blue print:

The company will apply some media tools to advertise for Intuition Plus product which
is first time launched in Vietnam. The advertisements need to publish and release on the
channels and places that gather a huge number of target consumers and take their attention
highly. TV is the first channel that Wilkinson Sword chooses because of its power in
spreading the information and its effective conveyance through images and sound. Intuition
Plus product’s advertisement will be broadcast on 4 common channels of Vietnamese people
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that are HTV7, HTV9, VTV1, and VTV6. Magazines and newspapers are also the good
channel to take awareness of consumers about Intuition Plus products because of its
effectiveness but in cheaper price. These are some suitable magazines and newspapers for the
target customers such as: Hoa Hoc Tro, The Gioi Phu Nu, Tiep Thi & Gia Dinh, Thanh Nien,
Tuoi Tre, etc. Furthermore, visiting website is the common habit of the youth and office staffs
as well; therefore, Wilkinson Sword will put the flash ads on the websites to attract the
attention of target consumers. These are some popular websites:
www.ngoisao.net, www.kenh14.vn, www.yeuamnhac.com: gathering the consumers
who care about fashion, music and most of them are teenagers.
www.dantri.com, www.vnexpress.vn: White-collar workers usually visit these
websites for updating the news and trends.
Outdoor advertising is also an effective tool to impress the viewers. Wilkinson Sword
will put Intuition Plus product’s poster on some lifts in three shopping centers which are
Diamond Plaza, Parkson and Saigon Center. Moreover, the company also uses billboards on
three main streets (Nguyen Trai, Hai Ba Trung and Tran Hung Dao) where many people pass
every day. In five big supermarket systems, Coop mart, Citimart, Medicare, LotterMart and
MaxiMart, product’s images will be put by the store pillars and drop downs. The places that
company chooses to do out door advertising are popular and crowded; therefore, many
consumers might take a look and be aware of this new product. Moreover, these point of
purchase advertising ways also remind consumers about Intuition Plus products before their
purchasing. Especially, sponsorship is an event that Wilkinson can use to build the product’s
image in consumers’ mind. In the end of June 2009, the company will sponsor for a fashion
show of the model who is the representative of Intuition Plus product at Lan Anh Club.

12. Media objectives and target audience:

As the communication objectives of Wilkinson Sword, it wants to obtain about 30%

awareness of target audience from the first seven months and 10% of brand recognition in the
last four months. In fact, by using the media tools, they believe that these objectives could be
achievable. For more detail, in the media plan, Wilkinson Sword expects to have some
specific objectives after using four major media tools: newspapers and magazines, TV ads,
websites and outdoor media (poster, flyer, banner and billboard). The table below presents the
media objectives that Wilkinson Sword wants to attain.

Timeline Objectives Newspapers TV ads Websites Outdoor

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 & Magazines Media
First 7 Brand 10% 10% 5% 5%
months awareness
Last 5 Brand 4% 3% 1% 2%
months recognition

The numbers of objectives of each media tool are set by Wilkinson Sword based on
two factors: the effect of the advertisements such as TV ads with video and sound can draw
more attention than print ads on a magazine and how often the target audiences access this
medium. The higher frequency rate would lead to the higher objective’s achievement through
this tool. The table below will show the major potential target audiences of each medium.

Medium Target Audience

Newspaper & Magazines Teenager, Student, White collars, Model,
Athlete, Housewife and Promotion girl.
TV Ads Teenager, Student, White collars, Model,
Athlete, Housewife and Promotion girl.
Websites Teenager, Student, White collar.
Outdoor Media Teenager, Student, White collars,
Housewife and Promotion girl.

13. Media Mix:

In Wilkinson Sword’s communication strategy, the focus point will be sponsoring for the
fashion show of the model who is Intuition Plus products’ representative. In fact, they take full
advantages of this event and exploit all possible media tool which can be used to gain great
awareness of consumers. Specifically, this event will be held in June when the hot summer
starts and target audiences might tend to wear short clothes. The fashion show will take place
at Lan Anh Club. The stage background will have logo of Wilkinson Sword as the main
sponsor, the large picture of Intuition Plus products’ representative and some big banners
would be hung along the grand stands and in front of Lan Anh Club. In the program, this
model performs some swimwear, casual wear and formal dress collections. Meanwhile, the
screen on stage will show some picture slides about Intuition Plus products and she always
brings it along wherever she goes.
Besides, at outside, there will be a booth to display all Intuition Plus products and a
team of beautiful promotion girls wearing short skirts will be in charge of welcoming guests,
distributing flyers and posters and introducing about the products to the guests. On the other
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hand, two weeks before the fashion show, Wilkinson Sword will keep advertising for it on
TV, newspapers and magazines to inform people and send the invitations to target audiences
for this event.

14. Media Reach and Frequency:

Wilkinson Sword target audience is mainly focused on three demographic factors: age
from 15 – 30 year olds, monthly income in class C and live in six big urban areas. Thus, on the
entire Vietnam’s population, the company assumes that there might be approximately 3
millions people who might be in their target audience group. Besides, Wilkinson Sword
pushes a lot in advertising and exploits many media at the big public places, so they expect the
media reach and frequency of the media would be high. In the below table, event has the
highest number of reach and frequency because on June, the company will use all media tools
to advertise for this event. Besides, among the tradition advertising media, they expect that TV
and outdoor have higher numbers of reach and frequency than other tools because the target
audience of Intuition Plus product usually approach these media many times more than the
other ones.
Medium Reach per month (%) Achieve per month (people) Frequency
TV 36,7% 110,000/ 3 millions 4 times / month
Newspaper 6,7% 20,000/ 3 millions 1 times / month
Magazine 26,7% 80,000/ 3 millions 4 times / month
Website 11,7% 35,000/ 3 millions 2 times / month
Lift 3,4% 10,000/ 3 millions 1 times / month
Billboard 33,4% 100,000/ 3 millions 2 times / month
Store Pillar 40% 120,000/ 3 millions 3 times / month
Drop down 30% 90,000/ 3 millions 3 times / month
Event 53,4% 160,000/ 3 millions 5 times/month

15. Schedule:

 Continuity scheduling: Wilkinson Sword would advertise on magazines in the

whole year because most of the target audiences would like to read magazines rather than
other media.
 Burst scheduling: TV channels and newspapers are used in some special period of the
year to support for magazines because of less effectiveness of newspapers (advertising pages
are separated from the news pages) and high cost of TV. Therefore, in the first three months of
launching product, Wilkinson Sword focuses on newspapers and TV strongly to raise people’s
awareness. More advertisings are pushed in June to promote the Intuition Plus event and then,
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in last three months to remind the brand name and encourage purchasing because big shopping
at the end of year (Christmas and Lunar new year) is the habit of Vietnamese people.
 Drip scheduling: Outdoor activities are also speeded up to raise consumers’ awareness
and recognition.
 Lift advertising are put in the big plazas where gather many target audience. It
is very effective because people tend to read the ads when waiting for the lift.
 Store pillar and drop down placed in the big supermarkets will remind the
brand in consumers’ mind and involve to their purchasing behaviors.
 Billboards are hung on high buildings in some crowded areas (usually shopping
streets) where target audiences incline to pass by such as Tran Hung Dao, Hai
Ba Trung and Nguyen Trai.
(The detail table of schedule is shown in Appendix 1)

16. Budget

Wilkinson Sword’s budget estimation for advertising is around $339,000 (Appendix 2).
This amount is not too high for one year advertisement in newspaper, magazine, TV,
billboard, store pillar, poster, website, drop down and sponsorship event. Because Wilkinson
Sword in Vietnam is a new brand name and new category in the razor market, so the company
can not take risk to invest a lot because there is no evidence to guarantee that Intuition Plus
product will be successful in Vietnam and take enough profit to cover for the expense.
Therefore, Wilkinson decides that the investment in this first year is experiment in Vietnam
market.

17. Media Evaluation:

The company tries to make the evaluation survey on the website of Wilkinson Sword
Vietnam that includes many questions such as: ‘How do you feel about Intuition Plus will
keep track of the sale volumes for evaluating the success of Intuition Plus products in Vietnam
market after each months. Moreover, they also will draw the charts of sale volumes in the
report that can be easy to compare each month in one year.

II. Creative Concept:

Generally, the company will create an advertising video clip. The content of this clip
would be about a group of young girls going to swimming pool and one of them is the
Intuition Plus product’s representative. When they are changing swimsuits, everybody is very
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 impressive with the representative’s beautiful and fair legs. Meanwhile, one of the girls is a
little shy because of the unwanted hair on her legs. Then, the representative will get an
Intuition Plus Hydrasoft product from her bag and hand it to that girl. After few minutes, the
girl steps out the changing room with the beautiful and clean legs in surprising eyes of other
girls. This advertising clip has some good characteristics such as:
 Clever: show out all the benefits of Intuition Plus product: portability, convenient,
safety and speedy.
 Effective and Persuasion: show the clean legs of the girl who used Intuition Plus
product and the girl who did not use.
 Humor: the face and performance of other girls in this situation.

III. Appendix:
o Appendix 1 (The advertising schedule of Wilkinson Sword
in one year):

Newspaper Magazine Television

(Tuoi Tre, Thanh Nien) A: (2!, Dep) (HTV7, HTV9, VTV3, VTV6)
B: (Phu Nu, TT & GD, VTM)
January 1 color full page / week A: 2 color full pages / month 1 spots (15s) : 11h – 13h
(on Monday) B: 2 color full page / week 1 spots (15s) : 19h – 22h
 2 times / week (Wed, Sun)
February - March 1 color half page / week A: 1 color full page / month 1 spots (15s) : 19h – 22h
(on Wednesday) B: 1 color full page / week  1times / week (on Saturday)

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 April - May A: 1 color half pages / month
B: 1 color half page / 2 weeks
June 2 color half pages / week A: 2 color full pages / month 1 spots (15s) : 11h – 13h
(on Monday & Thursday) B: 1 color full page / week 1 spots (15s) : 19h – 22h
 2 times / week (Wed, Sun)
July - September A: 1 color half pages / month
B: 1 color half page / 2 weeks

October - 1 color full pages / week A: 1 color half page / month 1 spots (15s) : 19h – 22h
December (on Monday) B: 1 color half page / 2 weeks  1times / week (on Saturday)

Website:

Jan to March June

banner www.ngoisao.net, www.ngoisao.net,
www.kenh14.vn, www.kenh14.vn,
www.yeuamnhac.com www.yeuamnhac.com
www.dantri.com, www.dantri.com,
www.vnexpress.vn, www.vnexpress.vn,
www.24h.com.vn www.24h.com.vn
www.hihihehe.com www.hihihehe.com
www.zing.vn www.zing.vn

Website Create a new website (call for action)

Outdoor:

January to March April to June July to September October to December

May
Lift Diamond: 1 unit Diamond: 1 unit
Parkson: 3 units Parkson: 3 units
Sai gon center: 1 unit Sai gon center: 1 unit

Billboar Hai Ba Trung street, Tran Hung Dao street, Nguyen Trai street.
d
Store  Maximart:  Maximart:  Maximart:
pillar 3/2 and Cong Hoa 3/2 and Cong Hoa 3/2 and Cong Hoa
 Lotte Mart  Lotte Mart
 Coop mart:  Coop mart:  Coop mart:
Nguyen Dinh Chieu, Nguyen Dinh Nguyen Dinh Chieu,
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 Cong Quynh. Chieu, Cong Quynh. Cong Quynh.
 Citimart:  Citimart:  Citimart:
Nguyen Trai Nguyen Trai Nguyen Trai
 Medicare:
Hai Ba Trung

Drop  Maximart:  Maximart:

down 3/2 and Cong Hoa 3/2 and Cong Hoa
 Lotte Mart  Lotte
 Coop mart:  Coop mart:
Nguyen Dinh Chieu, Nguyen Dinh Chieu,
Cong Quynh. Cong Quynh.
 Citimart:  Citimart:
Nguyen Trai Nguyen Trai
 Medicare:  Medicare:
Hai Ba Trung Tran Hung Dao

Event: at the end of June

Poster Flyer Product booth Banner

Requirement 50 units (A3) 1000 units One booth 2 units inside
present about and 1 unit on the
Intuition gate.
products

o Appendix 2 (The budget of Wilkinson Sword in one year):

Budget Preparation for Intuition Plus advertisement

Year: 2009
Unit of Currency: US Dollar
Type of Unit Size Price per unit Quantity Total
media
Newspaper page 21cm x 28cm $1,300 56 $72, 800
Magazine page 21cm x 28cm $1,000 127.5 $127, 500
Television spot 15s $1,500 at 11-13h 32 times at 11-13h $115,248
$1,800 at 19-22h 64 times at 19-22h
Banner on unit 8cm x 12cm $500 7 $3500

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website
Poster on unit 38cm x 45cm $235.3 6 $1,411.8
Lift
Billboard unit 3m x 4m $1000 3 $3,000
Store Pillar unit A0 $411.75 12 $4,941
Drop Down unit A2 $294.1 10 $2,941
Banner unit 28cm x 40cm $8.8 3 $26.4
Poster page A4 $5.88 50 $294
Flyer page A5 $0.042 1000 $42
$ 331, 704.2

Budget Preparation for Fashion Show

25 June 2009
Unit of Currency: US Dollar

Name Unit Price per Quantity Total

unit
1/ Stage Decoration:
Stage (Lan Anh unit $2000 1 $2,000
club)
Backdrop unit $97 1 $97
Flower bunch $11.8 4 $47.2
Design Fee $265 $265
2/ Sound, Light, Screen, Projector:
Sound unit $550 1 $550
Light unit $530 1 $530
Screen & unit $176.5 2 $353
Projector
Camera hired unit $18.8 4 $75.2
3/ MC person $120 2 $240
4/ Logistic:
Receptionist person $12 10 $120
Security person $12 10 $120
Cameraman person $60 1 $60
Film recorder person $120 2 $240
Promotion Girl person $8.8 40 $352
Receptionist’s unit $11.8 10 $118
uniform
Singer hired person $55 2 $110
Set up & Clean $1150
up
Booth Set up fee $88 1 $88

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Miscellaneous $353
fee
$6,868.4
Total budget of advertising and event of WS in one year $338,572.6

Reference List

 ‘Categories’ 2008, Wilkinson Sword, viewed 16 December 2008,

http://www.needblades.co.uk/intuition-27-c.asp.
 Deboo, M. 2008, Week 9: PowerPoint Presentation: Vietnam Media Landscape.
 ‘Intuition Plus’ 2008, Wilkinson Sword, viewed 15 December 2008,
http://www.wilkinsonsword.co.uk/women/showroom/intuition_plus.
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 ‘Heritage’ 2008, Wilkinson Sword, viewed 15 December 2008,
http://www.wilkinsonsword.co.uk/women/heritage.

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