8 January 2010

NAME: Thai Thi Huong Giang

STUDENT ID: S3117184

GROUP: 1

TUTOR: Supanida
 Table of content

1. Media Objectives
2. Target Audience
3. Campaign Period
4. Geography Coverage
5. Media Strategy
6. Weighting and Budget
7. Media Vehicles
A. TVC
B. Magazine
C. Newspaper
D. Internet
E. Out of Home
F. Event
G. Sale promotion
8. Schedule
9. Return on Investment
10. Appendix
11. Flowchart
1. Media Objectives
Generally, Yoplait will run the advertising campaign for this product within one year. As
a new brand firstly launched in Vietnam market, building brand awareness of consumers
about the product is the most important. Therefore:
 It aims to create 90% awareness of target audiences in total target customers by the
end of 2010 and 65% brand recognition.
 After one year, Yoplait wants to obtain about 10% market share of the yogurt drink
industry.
 Obtain trial among 70% of the target audience.
 Develop and maintain regular use of Yoplait smoothie among 55% of the target
audience.
 During the launch time, it is going to reach 85% target audience with a five frequency
in two month. In creative perspective, the message is simple and straightforward. In
addition, we want the audience not only aware about the product but also remember
it. Thus, frequency of five is a good approach to exposure the communication
message to the target.
 During follow up period, reach 50% target audience with frequency of three in two
months. In this period, we keep a frequency of three to maintain usage cycle of the
product and remind them about the product. This is a fast-moving goods, thus we do
not need to broadcast too many times that might be overload for audiences.
2. Target Audience

Pie chart of segmentation by age

6%
14% 26% <15

15 - 24

25 - 34

35 - 44
15%
45 - 64

+ 65
22%
17%

CIA World Factbook 2008 /Euromonitor/ National Statistic 2007

a. Demographics:

This product is suitable for everybody but Yoplait focuses on women who are from 15
to 45 years old because at this range of age, people normally pay more attention to
their own health and beauty as well as their families’. In addition, the company aims
to officers, workers, students and housewives who have income in class D (about 3-5
millions VND per month), class C (about 5-7 millions VND per month) and teenagers
whose parents earn equivalent salary. This portion occupies high rate in Vietnam
population, so it is potential market for Yoplait. (Appendix Chart H)

b. Psychographics

Target customers are busy people but they care about health and beauty. Target
customers are confident and active so they tend to use the products that keep them
healthy, beautiful, and confident. However, they do not have much time for the foods
that need plenty of time to prepare and carry out. Thus, convenient healthy products
are the things they are looking for.

 Size of this target: 21 % of Ho Chi Minh City population is our target audience in 2009
 (female comprise of 51 % of the HCM population, in which 62 % of them are from 15-
45 years old), which made up for approximately 1,459,000 people. (Dân số TP.Hồ Chí
Minh 1999-2004 phân theo nhóm tuổi, 2004)

3. Campaign Period
The campaign will run from January 2010 to December 2010. It will be divided into 2
main periods
 The first period will be run in the 3 months (from January 2010 to March 2010) to
introduce the new kind product (bottle smoothie) to the market. Since this period is
spring that has big national holiday, Tet holiday, thus, the demand for a healthy drink
for family rises highly. This good period to launch our product because this period,
people are very busy and tired of works; hence, they need healthy food (drink) to
keep them strong during the big holiday.
 The second period will run in the last 9 months to remind target audience about the
product and encourage their repurchase. However, there are 2 months have strong
advertisement activity. June and July are summer time when people demand more
healthy products because of hot weather, more sport activities, and picnic activities.
Thus, we need step up the advertising.

4. Geographic Coverage
Ho Chi Minh City and Can Tho city will be the target locations because they are two
biggest cities in South of Vietnam that have strong economic development. Generally,
number of youth generation hold about 60% in total people living in Ho Chi Minh (‘Dân
số TP.Hồ Chí Minh 1999-2004 phân theo nhóm tuổi’, 2004). Moreover, location of HCM
city and Can Tho is convenient for product distribution that saves the cost in transporting
goods.

5. Key Strategies/Media Strategies

To get the most effective result of the campaign, we do not use only advertising but we
also use other tool to support it. PR is a good tool to build public’s awareness as well as
loyalty customer (regular users). Moreover, according to Dr Tran Ngoc Chau, one of the
founders and currently Editor of Saigon Times, the trend of Vietnamese journalism is to
report more about CSR (Company Social Responsibility), thus, the brand name of Yoplait
as well as the event will be popularized more. (Stated from the guest lecture in RMIT) On
the other hand, sale promotion helps to increase sale that forward to widen market share.
Thus, this campaign will include advertising, PR and sale promotion.

A. Advertising
a. Internet

Today, advertisers tend to reduce advertising spend on TVC and pay more attention on
internet because internet advertising price is cheaper and people are spending more time
using internet instead of watching TV. According to the chart A (2008), in 2 years from
2006 to 2008, people reduced 1 hour watching TV per day and increase 21 minutes using
internet per day. Moreover, most target audiences (15-34 years old) are considered as the
highest users of the Internet that get 80% of total internet user in Vietnam. (Chart C,
2008). The number of people using internet in Vietnam also increase highly and quickly.
Hoang (2009) said, today, internet user in Vietnam hold 25% of population.

b. Television

Based on the chart B (2008), TV was the top medium with 75% in 2008. Television is
still the top trend of advertising spending in Vietnam because it can catch large number of
mass audience. Moreover, television is undoubtful able to demonstrate the product in use
in both visual and auditory senses that creates a stronger impress of the audience about
our product. The rate of people who tend to look at TV advertising is also high (Chart D,
2008) On the other hand, radio is not popular in Vietnam because it is not their habit and
people do not have time to listen to radio. Thus, it got only 0.6% spend in 2008. As the
consequence, this campaign will use both TV and internet.

c. Newspaper and Magazine

According to chart B (2008), the press and magazine were second and third rank when
get 16% and 8% spend in 2008. Number of people reading newspaper in Vietnam is high
which get 45% of population. According to chart E (2008), there is 36% of woman in
whole country reading newspaper and 33% reading magazine. This figure shows that
newspaper and magazine also get large number of mass audience while its price is
reasonable, thus it’s desirable tool in advertising. Moreover, our target is Ho Chi Minh
citizens where 59% and 49% of population read newspaper and magazine (chart E,
2008). Thus, newspaper and magazine is suitable for the campaign.
The magazine does not only have good quality of print-ad for our campaign, but its target
audience also more specific that can help us reach our target audience more effective. In
addition, magazine have higher rate of repeated view than other sources. With one copy
of magazine, they can re-read it twice or thrice or they lend it to their friend. Therefore,
we still can get our target audience as well as mass audience. We can insert some samples
of the packaged smoothie in the magazine or coupons to encourage them to try our
product. This can help create high attention to our brand. As the result, we will choose
Tuoi Tre newspaper, Thanh Nien newspaper, Market & Family magazine, and Woman’s
world magazine that is known as four most famous prints for advertising (Chart J, 2008)

d. Out of home

A part of our target is women who usually go out daily for work, study and hang out,
therefore, using out of home to expose the ad to them in their way will be useful.
Billboard will use to remind audience about the product that use for brand recognition.
These types of media are cheap but they can get mass-reach and high frequency level.
People tend to skip the advertisement on TV and magazine easily but they might look at
billboard when waiting for red light.
According to ‘Quảng cáo bằng màn hình tại siêu thị thu hút sự chú ý của người tiêu’
(2009), 50% shoppers make brand decision at the supermarket by in-store advertising,
especially TV screen. Thus, we will use TV screen and store pillar to introduce Yoplait
smoothie. TV screen is not only highly reach the target audience easier and more accurate
but it also has stronger influence on customers’ decision because it remind the advertising
with visual and voice, improve trust and encourage purchase.

B. PR - Event
To create a good image in target audience’s mind as well as community, Yoplait smoothie
will have an event about health of Vietnamese people. The event will be held on April
that is the month of safety food in Vietnam and month before summer time. This will
attract a lot of target audience, especially woman who take care of family’s health
because they want to know how to avoid common summer illness. Thus, they tend to
participate in the events about heath and nutrition.
 C. Sale Promotion
For new products that want to increase brand awareness and brand recall, promotional
product advertising is very useful. People love to receive free gifts, thus if our product
contains free gifts, they will pay more attention on it. Moreover, they can re-view slogan,
logo and images of the product when look at these gift at home. Moreover, they might
spread the advertising (printed on the gift) when bring it along with them to offices, travel
or picnic, etc, so many people can see these images.
Moreover, during follow up period, trade objective approach is used to increase the
number of sale. For people who re-purchase Yoplait smoothie, they will buy more to get
cheaper unit price. Thus, it will step up number of sold product.

6. Weighting and Budget

Target audience capacity: 1,459,000 + 268,000 = 1737,000
There will be 55% of those people use the product frequently: 55 x (1,737,000/100) =
955,350 people
The price of a pack of Yoplait: US$2 includes production cost + advertising cost. Thus,
cost for advertising per pack will be $0.5
The budget for this campaign is approximately USD $478,000

We will spend the budget mainly on TV, newspaper, magazines and Out-of-home ads
(billboard & TV screen) because our product is a fast moving consumer goods, thus we
need kind of media affects their decisions and remind them about the product. Therefore,
TV, newspaper and magazines as the medium to communicate the message while out-of-
home and sale promotion encourage purchase power and influence buying decision of
customers. Internet and Event promote brand image and brand recognition.
 Location budget

2% 4%
10%
TVC
3% Magazine
New spaper
Internet
Out of Home
13% 55%
PR
Sale promotion

13%

7. Media Vehicles
A. Television Advertising
According to chart F (2008), VTV, HTV, and THVL are the most favorite channels in
Vietnam that hold 22.43%, 28.04% and 40.19% of population. VTV is national channel
while HTV is regional channel in East South (Ho Chi Minh City) and THVL is regional
channel in Mekong Delta (Can Tho). However, according to chart G (2008), VTV is not
popular with people in the South while HTV7 is the top one. Thus, we will use THVL,
HTV7, HTV9 and VTV3. Seven programs will be used for TVC activity.

a. Who Wants to Be a Millionaire?

 A television educational quiz show, which has multiple choice questions about
different social aspects. The audiences of this program are people from 15 to 50,
which consist of a large number of our target audience.
 ‘Hành trình làm mới của gameshow truyền hình’ (2009) stated, this program offers
the largest cash prize for winners compared with other game shows, thus it get high
number of viewer. According to Tran (2009), the MC of this program is the most
favourite MC in Vietnam. In addition, the game shows in Vietnam usually air on
prime time (‘Game show thuần Việt: Kỷ lục mới, nỗi lo cũ’, 2009). As the
consequence, it always gets high rating.
 The program will air on every Tuesday at 20pm on VTV3.
 To avoid people switch the channel over, we will put advertising between programs.
TVC Unit cost Insertion/ Time (month) Insertion Total Comment
(20s) month
1 39,000,000 4 Jan, Feb, 12 468,000,000
March,
2 39,000,000 2 June, July 4 156,000,000
3 39,000,000 1 April, October, 3 117,000,000
December

b. Food cruise competition

 A television game show is about food that provides new interesting information
about Vietnam cruise. This is the first game show about food in Vietnam, thus it
gets high attention of viewers, especially our target audience because all woman
always love things about cooking and food. Moreover, participants of the program
are young people, thus, the young target audience also watch this program.
 The program will air on every Saturday at 21pm on HTV9.
 To avoid people switch the channel over, we will put advertising between programs.
 There are four spots advertising per month.

TVC Unit cost Insertion/ Time (month) Insertion Total Comment

month
1 (15s) 24,000,000 4 Jan, Feb, 20 480,000,000 HTV9 is not
March, June, popular as
July HTV7, so we do
not spend the
advertising
whole year on
this program.

c. Weekday Movie

 It provides various kinds of film and drama. After work hard whole day, people tend
to watch films and movies for entertaining. Movie on HTV7 is established long
time ago, so the viewers are familiar with this program. As the consequence, it
 attracts large number of mass audience.
 The program will air daily from Monday to Friday at 21pm on HTV7.
 To avoid people switch the channel over, we will put advertising between programs
because they do want to miss a screen after advertising time.

TVC Unit cost Insertion/ Time (month) Insertion Total Comment

month
1 (30s) 45,000,000 6 Jan, Feb, 18 810,000,000 Launching time,
March, so we use longer
spot.
2 (15s) 28,000,000 3 June, July 6 168,000,000 A part of
population
aware our
product, so we
use shorter spots
to mainly
remind them
3 (15s) 28,000,000 1 April, May, 7 196,000,000
August,
September,
October,
November,
December

d. Overcome yourselves

 A variety show has humanity content. The poor people of the provinces will
participate in simple games to get the cash prize. This money will spend for their
debt and their business capital. This program is one of most favourite entertaining
programs in HTV because of its human civilization. According to Le (2009),
Overcome yourselves is one of five highest-ranking game show in Vietnam. Thus,
its audience is generally people from 28 – 60 years old.
 The program will air on Friday at 20pm on HTV7.
 To avoid people switch the channel over, we will put advertising between programs
 because they do want to miss a screen after advertising time.

TVC Unit cost Insertion/ Time (month) Insertion Total Comment

month
1 (30s) 40,000,000 3 Jan, Feb, 9 360,000,000
March,
2 (15s) 24,000,000 1 June, July 2 48,000,000
3 (15s) 24,000,000 1 May, August, 4 96,000,000
October,
December

e. Family Feud (Chung Suc)

 A television game show that pits two teams against each other in a contest to name
the most popular responses to a survey-type question posed to 100 people. This
program is one of most favourite entertaining programs in HTV because of its
entertaining. According to Le (2009), Family Feud is one of five highest-ranking
game shows in Vietnam. Thus, its audience is generally people from 15 – 45 years
old.
 The program will air on Tuesday at 20pm on HTV7.
 To avoid people switch the channel over, we will put advertising between programs
because they do want to miss a screen after advertising time.

TVC Unit cost Insertion/ Time (month) Insertion Total Comment

month
1 (30s) 45,000,000 4 Jan, Feb, 12 540,000,000
March,
2 (15s) 27,000,000 2 June, July 4 108,000,000
3 (15s) 27,000,000 1 April, 3 94,500,000
September,
November

f. Talent Housewife game show

 A television game show is about which the participants join the activities about
 products and its price. The prizes are the valuable products of sponsors. They have
similar content with Lucky supermarket and ‘The Price Is Right’ but the
participants are regional people, thus it is more popular with regional people (Can
Tho citizens) than others are. This content of the program such as ‘The Price Is
Right’ was a fever among the common people and housewise. (‘Bão game show
vào tận nhà’, 2008) Thus, its audience is generally people from 30 – 50 years old,
however, a part of young people also watch it because of its entertaining.
 The program will air on Sunday at 11am on THVL. This program airs on the day-
off and lunchtime, so it will catch many viewers.
 To avoid people switch the channel over, we will put advertising between programs
because they do want to miss a screen after advertising time.

TVC (20s) Unit cost Insertion/ Time (month) Insertion Total Comment
month
1 13,500,000 4 Jan, Feb, 12 162,000,000
March,
2 13,500,000 2 June, July 4 54,000,000
3 13,500,000 1 April, May, 7 94,500,000
August,
September,
October,
November,
December

g. Movie time

 It provides various kinds of film and drama. After work hard whole day, people tend
to watch films and movies for entertaining. Movie on THVL1 have more films and
its programs are more abundant compared with THVL2, so, the viewers tend to see
THVL1. The target audience of this program is mainly woman from 13 to 60 years
old.
  The program will air daily from Monday to Sunday at 21pm on THVL1.
 To avoid people switch the channel over, we will put advertising between programs
because they do want to miss a screen after advertising time.
 There are 12 spots advertising per month.

TVC (20s) Unit cost Insertion/ Time (month) Insertion Total Comment
month
1 39,000,000 5 Jan, Feb, 15 585,000,000
March,
2 39,000,000 3 June, July 6 234,000,000
3 39,000,000 1 April, May, 7 273,000,000
August,
September,
October,
November,
December

B. Magazine Advertising
a. Marketing & Family (Tiep Thi va Gia Dinh)

 This is our first choice because this weekly magazine is very popular among
women. The audience is woman above 15 years old, especially woman who have
family. According to chart I (2008), Marketing & Family magazine has 15.2%
regular readers and 20.9% claimed reader that has the highest readership among the
magazines for woman. The advertising cost on this magazine is high, thus, we will
use full page for the launch period, some emergent months while we will use 1/3
vertical page to remind customer about the product with lower cost.
 Unit cost Insertion/ Time (month) Insertion Total Comment
month
Inside front 80,500,000 2 Jan, Feb, 6 483,000,000 The cost for the
cover March, position that
have highest
rate people look
at the ad is too
expensive, so
we choose the
second highest
position.
1/2 page 40,000,000 2 July, June 4 160,000,000 Our target
(Health and audience are
beauty interested in this
column) column. This
time are
emergent
months of
campaign
1/3 vertical 30,000,000 1 April, 3 90,000,000 Remind people
page September, about the
(Health and November product, so just
beauty spend less on
column) advertising.

b. Woman’s World (The Gioi Phu Nu)

 Woman's world is the second highest readership magazine for Woman in Vietnam
with 11.5% regular readers and 17.4% claimed readers (Chart I, 2008). The
magazine is also popular among women from 30-50 years old. (Thế giới phụ nữ
2009, 2008) Therefore, Woman’s world magazine is considered as a good vehicle
for our message to reach a part of our target audience. The advertising cost on this
 magazine is reasonable but its core audience is limited. Hence, we will use full page
for the launch period, 2/3 vertical page for some emergent months and 1/3 vertical
page for the follow up period.

Unit cost Insertion/ Time (month) Insertion Total Comment

month
outside back 75,600,000 1 Jan, Feb, 3 226,800,000 The rate people
cover March, look at the ad is
higher than
other positions
2/3 vertical 34,800,000 2 June 2 139,200,000 Our target
page audience are
(Health and interested in
family this column
column)
1/3 vertical 19,380,000 2 May, August, 10 190,380,000 We decide
page October, publishing 10
(Health and December insertion to get
family discount
column)

C. Newspaper Advertising
a. Tuoi Tre Newspaper

 According to chart I (2008), The Youth newspaper is the daily newspaper that
have highest readership in Vietnam with 21,7% regular readers and 31,6%
claimed readers. The newspaper collects all information of different social
aspects, thus, its audiences are mainly people above 15 years old. Therefore, The
Youth newspaper is a good vehicle to send our message to reach mass audience.
The advertising cost on this newspaper is high. Moreover, this newspaper is
distributed whole country while our target audience is in Ho Chi Minh and Can
Tho. Hence, we will use full page for only the launch period, 1/2 page for
emergent months and 1/4 page for the follow up period.
 Unit cost Insertion/ Time (month) Insertion Total Comment
month
Full page 65,000,000 2 Jan, Feb, 6 390,000,000 People can not
colour March, avoid see the ad
(cover page when it is on
of the first cover
advertising page of ad
column) column
1/2 page 33,000,000 3 June, July 6 198,000,000 It’s quite big to
colour get attention
(advertising
column)
1/4 page 17,000,000 2 April, 6 102,000,000 Small space for
colour September, remind purpose.
(advertising December Colour page is
column) prominent
compared with
other black and
white ads.

b. Thanh Nien newspaper

 According to chart I (2008), The Youth newspaper is the daily newspaper that
have second highest readership in Vietnam with 15.6% regular readers and 24%
claimed readers. The newspaper collects all information of different social
aspects, thus, its audiences are mainly people above 15 years old. Therefore, The
Youth newspaper is a good vehicle to send our message to reach mass audience.
The advertising cost on this newspaper is reasonable. Moreover, 75% of Thanh
Nien newspaper is distributed in the South where concentrate our target audience.
(Bảng Giá Quảng Cáo: Báo Thanh Niên Thể Thao, 2008) Hence, we will publish
the advertising more frequently.
 Unit cost Insertion/ Time (month) Insertion Total Comment
month
Full page 25,000,000 6 Jan, Feb, 18 450,00,000 People can
colour March, avoid see the ad
(cover page when it is on
of the first cover
advertising page of ad
column) column
1/2 vertical 14,000,000 4 July 4 56,000,000 We put ad more
page colour frequently
(advertising because the
column) demand
increase at this
time.
1/2 page 12,000,000 2 April, May, 10 120,000,000 We will publish
horizontal August, advertising all
colour November, months of
(advertising December follow up
column) period but it is
less frequency.

D. Internet Advertising
a. Website

 We will design a website for Yoplait smoothie Vietnam. It will be a good place
for customer in general to look up the information about the company, brand, and
product line. We also have more space and time to show full our advertisings,
other information. The website also has updated columns about health and beauty
to attract the viewers coming back. Moreover, they will probably send the link to
their friend to share these tips. Thus, people will know more about our product
through word of mouth approach. The cost for web design is estimated about
70,000,000 VND
 b. Ad-Banners

 People do not naturally know about our website, thus we have to put ad-banners
on some websites to inform them. VNExpress is one of top ten website that have
high readership. (Top 10 website, 2009) Yahoo is the most famous website in
Vietnam that have highest users (Top 10 Web Site nhiều người Việt Nam truy
cập nhất, 2007) The higher view page those websites have, the more likely the
customer will see our ad banner and click through it. When people whom using
Yahoo or VNExpress, they normally have free time to look around to find out new
things and information, thus, they will probably click on the banner to check what
it is. Thus, the message on the ad banners has to be strongly impressive and
interesting.
 We will use sky banner of yahoo messenger application because this position is
big and prominent, so we can provide more information and people will get
attention more easily. February is month of launching while April will provide
more information about coming event (on May). It costs 40,000 VND per click.
 We will use great banner on VNEXPRESS during launch time and some months
in follow up period. The great banner has big size that will catch attention of
visitors easily.

Unit cost Time (month) Duration Total Comment

website From January to 50,000,000
December
Ad banner 40,000 February, April, 2 month 120,000,000 This time is
on Yahoo VND/click emergent
months of
campaign
Ad banner 30,000,000 March, July, 3 90,000,000 We interpose
on VND/month October advertising
VNExpress between
VNExpress and
Yahoo to reduce
the cost.
E. Out of home Advertising
a. Billboard
 They will be placed in near BenThanh market in one year where is considered as
the most crowded area in Ho Chi Minh. In addition, in one year, there are many
big holidays when people gather at the BenThanh market such as Tet holiday,
New Year holiday, and Christmas day. Therefore, it will have more opportunities
to exposure our message to a large number of mass audiences. The number of
target audience in Can Tho is not high, so we do spend money on billboard in Can
Tho. It costs about 550,000,000 VND per year.

b. TV screen and store pillar

 They will be placed in the supermarkets of Co-op mart network and Maximart
network that are the biggest supermarket network in Ho Chi Minh. We will put
TV screen in the supermarkets in the central districts of city such as Phu Nhuan
district, Tan Binh district, district 3, and district 1 where concentrate most our
target audience. We will choose the most crowded supermarkets in these areas for
this approach. We will use this tool in launch period, emergent months, and some
last moths of year. It will cost totally about 300,000,000.
 Store pillar will not only use in supermarkets in the central districts, but it is also
placed in the stores in other districts such as Go Vap district, district 10 and
district 5, etc where gather high population. We will put it on the most crowded
supermarkets in these areas. Thus, old customer as well as the potential customers
will expose the advertising. It will cost about 160,000,000

F. Event

The main event of Yoplait smoothie is “Yoplait and Vietnamese people’s health” which
is organized in 2 days from 1 May 2010 at sporting event hall of the Quan Khu 7. The
event will have activities for the target audiences as well as their children. The event has
activities to improve knowledge of people about common summer diseases and
prevention (these problems coming up next months). There are some health consultants
will provide healthy diet, daily activity advices and approaches when combining with
Yoplait smoothie to have a healthy and beautiful body. Furthermore, today, people are
worried about children obese, so we will provide advice to help them. The event will give
 sample to the visitors to encourage them buy the product. The estimated cost for the
whole event is 200,000,000 VND.

G. Sale Promotion
a. Promotional product advertising

We will use coffee mugs and glasses as gifts. This program will hold on the launch period
that is in January, March and May. There are 20,000 items, so the program will end until
we are out of gift. When people buy two packs (8 bottles each pack), they will get one
free item. Generally, when people see the advertising on other vehicles, they might be
curious about the product, but promotional product approach will get their attention and
impulse their purchase. It is a good way to get people’s awareness and trail. It costs
150,000,000

b. Trade objective approach

We will apply this program in February, June, September, and November to encourage
number of sale. The demand in Tet holiday and summer will increase higher than other
time of year, so we need to discount to make people buy more. On the other hand, during
follow up time, we do not have strong advertising activities, so we use this approach to
encourage purchase power. When people buy two packs of Yoplait smoothie (8 bottles),
customers will get one free Yoplait smoothie bag. There are 70,000 Yoplait bags, which
will cost 200,000,000.

8. Schedule
We will use the Pulsing strategy for our scheduling strategy.

Pulsing
 Since our product is fast moving good, thus we have to keep exposing the advertising
whole year to remind them and encourage their purchase. However, it will cost a lot if
we continue publishing advertising frequently. Moreover, Yoplait smoothie does not
have direct competitors. Thus, pulsing strategy is a good one for new brand and new
product like Yoplait. The campaign will push the message with higher frequency in
three launching months (January to March) and summer months (June & July). At
launch time, we have Tet holiday, so with high frequency advertising might impulse
number of sale. We will have event in May, so we publish quite frequently advertising
to announce it. The rest months will spend less on advertising. We keep advertising
with less frequency because of economic factor.

9. Return on Investment
Total cost of the campaign: USD 450,000
Target audience capacity: 1,459,000 + 268,000 = 1737,000
There will be 70% of people obtain the product: 70 x (1,737,000/100) = 1,215,900
There will be 55% of those people use the product frequently: 55 x (1,737,000/100) =
955,350

The income: 955,350 x 2 = USD$ 1,910,700

ROI = Income - Total cost = 1,910,700 – 473,419 = US$ 1,437,281

(If each target audience buys a pack of Yoplait, we will have USD $1,910,700. However,
they must buy more than one because they are regular customers. Thus, USD$1,919,700 is
the least income we receive)
Appendix
Chart A

Chart B
Chart C

Chart D
Chart E

Chart G
Chart H

Chart I
Chart J
 Media Plan – Yoplait smoothie GRAP2413 – Understanding Advertising Media
Jan Feb Mar April May Jun Jul Aug Sep Oct Nov Dec total
TVC 5,044,000,000
“Who Wants to Be a
Millionaire?”
Food Cruise Competion
Weekday Movie
Overcome yourselves
Family Feud (Chung
Suc)
Tallent Housewise
gameshow
Movie time
Magazine 1,288,380,000
Marketing & Family
Woman’s World
Newspaper 1,316,000,000
Tuoi Tre
Thanh Nien
Internet 260,000,000
Website
Yahoo
VNExpress
Out of Home 1,010,000,000
Billboard
TV screen
Store Pillar
Event 200,000,000
Sale Promotion 350,000,000
Promotional product
Trade objective
9,468,380,000
28
Media Plan – Yoplait smoothie GRAP2413 – Understanding Advertising Media

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Media Plan – Yoplait smoothie GRAP2413 – Understanding Advertising Media

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