1. Designed by
LUPY

2. III.
OBJECTIVES
I. EXECUTIVE
SUMMARY
II. SITUATION
ANALYSIS
IV. TARGET
MARKET
V. MARKETING
STRATEGY

3. I. EXECUTIVE
SUMMARY
1. History
21 countries
USA
Vietnam

4. • 2.

5. II. SISTUATION
ANALYSIS
1. The
Competitors
Birth
Control
Pills
[Including Other
Condom brands
& methods of
contraception]
Female
Condoms
Spermicidal
foam

6. Place
2.Competitive Positioning Map
Supermarket
Convenience
shops
Specialized
shops
Drug
store
Variability
Other
Condoms
Other methods
of contraception

7. WEAKNESS
STRENGTH
- Have their own OK shops
 Customers can receive
helpful advices which satisfy
their needs.
- Cheap Price
- Just have mostly in OK shops.
 Customers feel shy and
embarrassed when coming in to
buy products
- Limited diversified products
- Poor Advertising + Packing
- Cheap Price
OPPORTUNITY
THREATS
- Increase in customers’ need
- Many strong competitors:
Durex, Trust,…
- Customers prefer
convenient products.
- Fake Products
- Hard to maintain product.

8. III
MARKETING GOAL
• Increase Sales by 8 million units at the end of campaign
COMPREHENSION GOAL
• Increase to 65% the demand of condom at the target
customer
• Increase the awareness of OK as a leading brand that focus on
friendliness & convenience , high quality with low price &
diversity.
• Increase to 15% the revenue
TIME FRAME
• Last for 1 year starting from April 2014 to March 2015

9. Pleasure
seeking
Vietnamese
Citizens
Interested
in Condom
Sexually active,
“Party” people
Mostly in
HCMC + Ha
Noi
GDP: BCD
18 – 24
years old
Primary target
Looking for
new way to
spice up their
sex life
Prefer
protected sex
Secondary target

10. I am a passionate
lover
I need to perform
well in bed to
satisfy my partner
Great sex will
strengthen my
relationship
I need to satisfy
my sexual urges

11. “I want a condom which makes me
feel so real and protective while doing
it. That condom has to be
convenient, friendly and gives me
various choices to enjoy that moment.
I am willing to pay more for Quality
and Service.”

13. 7Ps
Pharmacies
Grocery stores
10,000 vnd/
3 pieces
All kinds
of OK
brand
Vending
Machines
Health Clinics
Bars/Nightclu
bs
Subsidized
condom with
good quality
Convenient
store/Gas
Station
The packaging
can be a fun
reminder of
why we need a
condom in the
first place. Or it
could tell a
story what
would happen
if condoms are
not being used.
Improve
customer
service in
OK shops

14. Increase Brand
Awareness
Ads
Promote Sales
Build Loyalty
PHASE 1
Time
Change Habit
PHASE 2
PHASE 3
PHASE 4
May
Jun
Jul
Aug
Sep
Oct
Magazines
X
E-marketing
X
X
X
X
X
Nov
Jan
X
Feb Mar Apr
X
Billboards
X
Dec
X
X
X
Street Furniture
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
TVC
Normal (10s) X
X
X
Special (15s)
Engagement
(10s)
Events +
Promotion
X
X
X
Sponsor
X
X
Peddle
X
X
X
X
X
X
X
X
X
X
X
X

15. Period
Theme
Increase
the
awarene
Phase 1 ss
Message
Activities
TVC: sponsor for program "Tôi là
người dẫn đầu"
Sponsor for offline marketing (Worldcup
Increase the
schedule, banner, calendar…)
awareness of
OK as a
World
leading brand, World Cup image on OK package
5,6,7/20
Cup
which is
14
2014
subsidized by
government E-marketing (Kenh 14, facebook,…)
Event at "Nhà Văn Hóa Thanh Niên",
Royal City Mega Mall
Ads on newspaper
Billboard
Change
Phase 2 Habit
Change the
habit of
customer TVC: Making a Ad
20/10: when buying
Happy
condoms.
Women's Bring the Magazines
Day
convenience E-marketing
8, 9,
and
10/2014
Event at Sword Lake, Le Thi Rieng Park
friendliness
image of OK to Billboard
customer
mind
Peddle (Bán dạo)
Description
bring the message based on the name of program "Tôi là
người dẫn đầu"
Budget
(USD)
30,000
Put the logo of OK in each thing.
5,000
Sale OK with the Worldcup image on packagera with the
slogan on it "Làm chủ cuộc chơi"
production
cost
create image OK with slogan " Làm chủ cuộc chơi"
create activities such as ( bong bóng nước, đá banh, …)
made from Condoms OK
20,000
Send message on "báo Thể Thao", "thanh niên", "tuổi trẻ"
OK on the background of World Cup
5,000
25,000
You are shy, you feel embarrassed and akward when you …
go to buy condoms???? Don’t worry!! We..OK..here will
bring you the best service you've never have before. Just
need to pick up your phone and call 083 333 3333. you will
receive your product in a blink.
Phụ nữ, Tiếp thị Gia Đình, Cosmopolitan
Event to honour Vietnamese women: Thank for my love
Bring the message: "You never know when it will be
necessary"
Sales at time period of 9-11pm; locations: popular parks,
Sword Lake, guesthouse areas
2,000
10,000
15,000
2,000
20,000
25,000
2,300

16. Phase 3
Promote Sales
TVC: ads on VTV3
24/12: Merry
Christmas
11, 12/2014 &
1/2015
Cozy night: activities for couples; Santa
Christmas give presents OK to them, OK Bring the Varity
Christmas greeting cards
of OK condom. Street furniture ( trạm Banner of OK with the slogan: "Let us
xe buýt)
protect you"
Sales at time period of 9-11pm; locations:
Peddle (Bán dạo)
popular parks, Sword Lake, guesthouse
areas
E-marketing
2, 3, 4/2015
10,000
Event at 23/9 park
Magazines
Phase 4
OK will make couples enjoy the moment;
promote a trip to Korea for lucky couples
Phụ nữ, Tiếp thị Gia Đình, Cosmopolitan
20,000
1,800
2,300
2,000
15,000
Build loyalty
TVC
Ads with the topic Sweet Season
10,000
Street furniture ( trạm Banner of OK with the slogan: "Enjoy the
best"
1,800
Bring the best xe buýt)
quality product
Sales at time period of 9-11pm; locations:
and service to Peddle (Bán dạo)
popular parks, Sword Lake, guesthouse
Tet holiday,
the customers
areas
2,300
Valentine,
with the
Women's Day
Magazines
Phụ nữ, Tiếp thị Gia Đình, Cosmopolitan
slogan: "Enjoy
15,000
the best"
E-marketing
2,000
Promotion
Get gifts from accumulated point
(Total)
7,000
236,400

17. Using traditional media to reach HER + HIM
Magazines & Newspaper:
Street Furniture:

18. Peddle
Campaigns - Events
TVC
E-marketing
Sponsor

19. Budget
TVC
Billboard
Street Furniture
E-Marketing
Events
Magazines
Peddle
70
60
Forecast the
increase of
awareness & profit
50
40
30
Brand
Awareness
20
Profit
10
0
Phase 1 Phase 2 Phase 3
Phase 4