MEDIA PLAN

1
 AGENDA
1. Communication Approach
1. Communication Objectives
2. Insight
3. Communication Strategy
2. Creative Concept
1. Idea
2. Execution
3. Media Plan
1. Media Objectives
2. Target Audience
3. Media Mix
4. Schedule
5. Budget
COMMUNICATION
OBJECTIVES

10%
top of mind

20% brand
50% brand recall preference

90% brand awareness

 INSIGHT

• Category insight: I am willing to use deodorant as long as it is not the

same product my girlfriend and sister are using.

• Product insight: I have never tried deodorant stick before. I am not sure if it
is as effective as my favorite roll-on.

• Consumer insight: I wish there is a deodorant that can prevent those

embarrassing moments caused by bad body odor.
 COMMUNICATION
STRATEGY

PROPOSITION TONALITY
SUPPORT Around the clock protection Exciting
Time-release odor fighter against body odor Energetic
Humorous
 CREATIVE CONCEPT

• Idea: Put it on to take off

• Execution: Good things screwed up

 MEDIA OBJECTIVES

• 100% reach
• 80% effective reach (3+ exposure) within the first
3 months
• Monthly average frequency of 5 in the first 3
months, and monthly average frequency of 3
throughout the rest of the campaign
All within the media budget limit of US$300,000
COMPETITORS
 TARGET AUDIENCE
PRIMARY TARGET AUDIENCE
•Vietnamese male young adults 20 - 29 years old,
ABC segment
•White collars, including students and first jobbers
•Single or married without children
•Living in 6 key cities (Ha Noi, Ho Chi Minh City,
Hai Phong, Da Nang, Can Tho, Nha Trang)
•Ubersexual
•Aware of men’s grooming, hygiene, personal
care, toiletries, and cosmetic products,
particularly deodorants. They are actually among
the first male users of this category.
•Size: Approximately 3.5 million
 TARGET AUDIENCE
SECONDARY TARGET AUDIENCE
•Primary target audience’s mothers: Vietnamese
middle-aged women 40 - 65 years old. Being the
key care-givers in urban middle-income and high-
income families, they are they main purchasers of
most personal care and household items
although their decisions are often greatly
influenced by other family members.
•Primary target audience’s girlfriends and wives:
Vietnamese female young adults 20 - 29 years
old. Being in the same generational cohort with
the primary target audience, they share many
common interests and pursue the similar lifestyle
of modern youngsters. Their image-
consciousness does not limit to only their own
images but also extend to their boyfriends’ /
husbands’.
 MEDIA MIX
TVC
TVC

Print Online
Online
Print
(newspaper, (web
(webbanner,
banner,microsite)
(newspaper,magazine)
magazine) microsite)

Speed Stick 24/7 holistic campaign

Point
PointofofSales
Sales
Outdoor
Outdoor (poster,
(poster,leaflet,
leaflet,hanging
hangingmobile,
mobile,floor
floor
(billboard,
(billboard,bus
busshelter)
shelter) sticker,
sticker,lift
liftdoor
doorsticker)
sticker)
SCHEDULE
 BUDGET
Month TVC & Print Outdoor Point of Sales Online Sampling PR Event Total

Jan-10 $ 0 $0 $0 $0 $0 $0 $0 $0
Feb-10 $ 0 $0 $0 $0 $0 $0 $0 $0
Mar-10 $ 30000 $ 10000 $ 5000 $ 5000 $ 20000 $0 $0 $ 70000
Apr-10 $ 30000 $ 10000 $ 5000 $ 5000 $0 $ 5000 $0 $ 55000
May-10 $ 30000 $ 10000 $ 5000 $ 5000 $0 $0 $0 $ 50000
Jun-10 $ 10000 $0 $0 $0 $0 $0 $0 $ 10000
Jul-10 $ 10000 $0 $0 $0 $0 $0 $0 $ 10000
Aug-10 $ 20000 $ 5000 $0 $0 $0 $0 $0 $ 25000
Sep-10 $ 20000 $ 5000 $0 $0 $0 $0 $ 25000 $ 50000
Oct-10 $ 10000 $0 $0 $0 $0 $0 $0 $ 10000
Nov-10 $ 10000 $0 $0 $0 $0 $0 $0 $ 10000
Dec-10 $ 10000 $0 $0 $0 $0 $0 $0 $ 10000
Total $ 180000 $ 40000 $ 15000 $ 15000 $ 20000 $ 5000 $ 25000 $ 300000
 RISK ASSESSMENT

• Low brand loyalty

• Cultural sensitivity regarding showing underarm

THANK YOU
Q &A