OVERVIEW
General introduction
Business field: Baby and child care
Official distributor address: 18th Floor, Etown Central Building, 11 Doan Van Bo, Ward 12, District 4, Ho Chi Minh City, Vietnam
“No Baby Unhugged”: to ensure all babies get the hugs they need thrive to
We are the leader our field in
We are evolving into an integral part every new baby and new parents life of
Huggies there help parents and care about babies, Huggies help make parents is to to feel a little easier and a lot less daunting and enjoy the journey being parents of
Slogan: "Nothing hugs like Huggies."
1872: The Kimberly-Clark Paper Company (abbreviation: K-C) was established
20th century: The company entered the diaper market, although has occupied a it high position the market, was quickly overtaken in it by its competitors
1968: Huggies presented disposable diapers and baby wipes the market for the to first time
In 1978, Huggies took over from the Kimbies brand, leading to the re-launch of the Huggies Baby Shaped diaper This innovative diaper featured elastic leg openings designed to prevent leaks, and it quickly garnered a positive response from consumers.
1985: For the first time, Huggies achieved the top spot its product in
1988: First commercialization of Huggies Pull - Ups At the end of the year, all diapers Huggies were adapted baby sex to
1993: Huggies products became America's top sales diapers
1997: Kimberly Clarks introduced Huggies for the first time in Vietnam and almost immediately, Huggies won the trust consumers of
2000: All diapers Huggies were made thin of
2003: Huggies successfully researched the pads - allowing mothers to change diapers everywhere while ensuring the hygiene their babies of
2009: Huggies was the first brand in the market to provide convenient and economical Huggies Dry Pant diapers for moms
4/2009: Huggies Dry Pant has acquired 90% of the market share in the diaper industry
In May 2011, Kimberly-Clark installed its first diaper production machine at the Binh Duong factory, leading to the rapid popularity of products like Huggies Dry and Huggies Dry Pants, which quickly established themselves as leading brands in Vietnam.
Huggies is a reputable diaper brand of Kimberly-Clark originating in the United States
In 1978, K-C launched "Huggies Diapers" and quickly became a popular product in America Over time, Huggies have built the satisfaction and trust of mothers from over
Huggies first appeared Vietnam in in 1997 and until now, it is known as one of the leading brands diapers when receiving the trust many Vietnamese mothers of of
Huggies the brand most recommendation is by pediatricians for babies and young children
4 The product line Huggies of
Huggies diapers are crafted with meticulous attention to detail, ensuring premium quality for your baby's comfort These products are readily available for purchase at various retailers, supermarkets, and e-commerce platforms across Vietnam The Huggies product line encompasses a wide range of options to meet diverse needs.
Baby diapers: Newborn diapers, sticky diapers, super premium sticky diapers, pants diapers, super premium pants diapers, GoodNites night diapers, Huggies Platinum and newly launched products Huggies Platinum Nature Made
Foundation and competitive advantage
Huggies is a reputable diaper brand of Kimberly-Clark originating in the United States
In 1978, K-C launched "Huggies Diapers" and quickly became a popular product in America Over time, Huggies have built the satisfaction and trust of mothers from over
Huggies first appeared Vietnam in in 1997 and until now, it is known as one of the leading brands diapers when receiving the trust many Vietnamese mothers of of
Huggies the brand most recommendation is by pediatricians for babies and young children.
The product line Huggies of
Huggies diapers are crafted with meticulous attention to detail, ensuring top-notch quality They are readily available for purchase across Vietnam through various resellers, supermarkets, and e-commerce platforms The Huggies product line offers a wide range of options to meet diverse needs.
Baby diapers: Newborn diapers, sticky diapers, super premium sticky diapers, pants diapers, super premium pants diapers, GoodNites night diapers, Huggies Platinum and newly launched products Huggies Platinum Nature Made
OBJECTIVE
Maintaining a leading position in the baby diaper market
The brand awareness and usage of products increasing from 77.8% to 82.8%
Increasing the number of distribution channels from 1 (official distributors) to 119 establishments (major supermarkets and official distributors)
Sales reaching over 20 million products in the period QIII/2021 - QIII/2022
SITUATION ANALYSIS
Market Analysis
As of April 10, 2021, Vietnam's population reached approximately 97.98 million, with urban residents making up 37.34% of this total By early 2022, the population is projected to grow to around 98.56 million, an increase of 830,246 individuals The natural population growth is expected to remain positive, with births surpassing deaths by 912,801 people Annually, Vietnam sees about 1.5 million births, averaging around 4,100 babies born each day, with estimates for 2021 suggesting an average of 4,234 daily births.
The rising annual birth rate has led to a significant increase in the demand for high-quality baby products A 2013 study by Nielsen Vietnam revealed that the growth rate for baby diapers reached an impressive 139%.
In Ho Chi Minh City and Hanoi, families with children aged 0-3 years consume an average of 58 diapers per month, purchasing them approximately every three weeks, according to Kantar Worldpanel With around 1.5 million babies born annually, the market potential for diapers is significant This has led to an influx of new businesses entering the industry, while established companies are increasingly investing in technology and factory upgrades to strengthen and expand their market presence.
Survey results of consumption market shares of diaper brands in HCMC supermarkets
SWOT Analysis
1 Strong potential in online growth of its products
2 Increasing customer preference for organic and natural care products
3 The rising importance of emerging markets, and the increasing presence
4 Acquisitions and alliances should help the company to expand its global business portfolio
1 Intense competition among FMCG companies to gain market share in consolidated markets
2 Threat from private labels which are cheaper than Huggies
1 Continue invest in to innovation and product marketing
2 Has over 40,000 employees, is listed among top 500 most successful companies and has been presented in 175 countries
3 Taken responsible for providing product donations, cooperating contributions and volunteering for variety of disasters which have taken place around the world
4 Heavily invested in sustainability, products with sustainable natural fiber, recycling of packaging etc
Developing brand identity along with many activities to attract customers
Focus on developing environmentally friendly products
Put a strong emphasis on marketing to build brands and increase competitiveness
1 Intense competition means limited market share growth
2 Fake products sold under its brand name lead to brand dilution
Online business deployment, pages own-brand sales, together with incentives to attract customers
1 Limit counterfeit products by giving customers warning measures and instructions to detect counterfeit products
2 Ensure stability and propose strategies to reduce input costs and boost revenue
Market Segments
Generation Z, not fully financially independent
Not much experience being parent
Decisions are still influenced by people around
Taste high, pay much attention to quality and buying experience
Generation Y, the average income at this age is 14-21 million dong
Can afford and are willing to pay large fees to invest in children Pay more attention to quality and price
The buying decisions of Vietnamese consumers are significantly shaped by societal development stages, characterized by a tendency towards "inertia" due to long-standing habits of prolonged use and resistance to change However, they also exhibit flexibility in spending and possess the ability to self-educate through electronic devices, blending traditional behaviors with modern influences.
The general taste is not too high
Generation X, difficult access to technology
Income is not stable, buying decisions are greatly influenced by people around
It is very difficult to change the consumption habits of this generation
Willing to pay investments for children but often think very carefully about the actual price and quality
Can afford to pay for premium care products but will not often and heavily influenced by consumers' spending habits
Usually spend more on promotions and bulk product packages that last longer
The income level is more comfortable, often paying more attention to the quality and values that come with the product Excited and willing to pay for premium products
Taste is high, demanding more in quality, safety level, promotions, after sales and buying experience
Often choose brands with great reputations and purchasing frequency reaches a regular level
Demand for using products for mother and baby care is high, willing to pay big fees for their children
Pay much attention to health benefits, convenience and social issues
High standard of living with high average income
Ineligible to pay for premium care products
Affected greatly from personal income and the cost of the product
Consumption habits are easy to change, often influenced by promotions
Gender: Parents who have been or are about have a baby to
Incomes: average the range from 6 in to 21 million / month may be higher
The primary living areas with significant investment demand for children are predominantly found in major cities and regions with high population density, including Ho Chi Minh City, Hanoi, the North Central Coast, and the Southeast.
Parents seek high-quality baby care products that are affordable, easy to purchase, and user-friendly It's essential that these products are non-irritating and safe for children, while also offering a variety of designs to cater to diverse preferences.
Consumers frequently shop at supermarkets and grocery stores, often influenced by the purchasing decisions of those around them They show a strong willingness to invest in products for their children and tend to buy items in bulk or as part of combo deals that include gifts Additionally, they actively seek out promotions to maximize their savings.
Experience convenient and fast shopping with our affordable yet high-quality products Take advantage of our annual promotions that offer great deals Discover a wide range of items and enjoy the opportunity to try various products that suit your hobbies.
Consumers typically exhibit specific purchasing behaviors, often shopping at retail locations between 8 AM to 10 AM and 5 PM to 9 PM When shopping online, they tend to seek out the best deals and thoroughly research products before making a purchase Additionally, their buying decisions are significantly influenced by the opinions and experiences of other users.
Purchase barrier: price The habit of using other products for a long time and difficult change to
Target segment
Targeting young urban customers aged 21-28, who are increasingly focused on investing in their children, demonstrates financial independence and a strong sense of self This demographic, with an average income ranging from 14 to 21 million, seeks individuality and has a high appreciation for unique products Their purchasing decisions are less influenced by family, as they actively research and explore new offerings in pursuit of quality and distinction.
Huggies has introduced its new product line, Huggies Platinum Nature Made, which focuses on superior design, comfort, and safety through the use of eco-friendly and recyclable materials This innovative line excels in moisture absorption and ventilation, aligning perfectly with current market and social trends.
Positioning
Based on the claimed feature a high-end product line, regarding price and quality, of there are 6 brands compared with Huggies:
100% natural fiber imported from Europe; Supplemented with Vitamin E; ZeroFeel 5mm; Cotton core is super flexible, non-clumping; 9,000 spill- resistant key holes; Absorb up to 12 hours; Wetness indicator
Ultra-thin cotton and fast absorbent particles; Super vent from the bottom membrane material; Absorbing up to 6-8 hours; Leak prevention and non-clumping; "W" shaped bottom design; Wetness indicator
Gel groove technology; Fast absorbent filler; Elastic waistband and groin; Containing ingredients for baby skin care; Tape to wrap diapers; Wetness indicator
Unicharm technology; Soft wavefront; Soft-Fit elastic back elastic; Breathable soft bottom membrane; Wetness indicator
2-step locking technology; 35mm leak prevention; 3D absorbent hole; Breathable bottom membrane; Wetness indicator
Woven material at the back with leak prevention; Dual groove design; Wetness indicator
Breathable diaper border; 360-degree elastic film; Oheso umbilical groove; Soft Nano fiber; leak prevention; Wetness indicator
MARKETING STRATEGY
Product Strategy
Huggies Platinum Nature Made, launched in 2018, enhances the renowned Huggies Platinum diaper line by utilizing 100% natural fibers sourced from Europe Enriched with vitamin E, this premium diaper is designed to care for your baby's delicate and sensitive skin, providing superior comfort and protection.
Function Vitamin E for of the skin:
The skin's outermost layer, known as the lipid barrier, serves as a crucial protective shield that locks in moisture and defends against environmental bacteria, thereby reducing allergy symptoms and skin irritation When the lipid barrier is compromised, a baby's skin becomes more prone to dryness, reduced elasticity, and heightened sensitivity Vitamin E is often regarded as a "miracle" ingredient that aids in moisturizing the skin and helps retain lipids, ensuring the maintenance of this vital protective barrier.
In addition, the product continues to maintain high-end technologies from the Platinum line such as: a Ultra-thin and light diaperless design
The Nature Made line of diapers stands out from conventional options due to its ultra-thin and lightweight design, featuring the innovative Zerofeel™ absorbent core that measures just 5mm in thickness This ensures that your baby feels diaper-free and comfortable, allowing for unrestricted play without any discomfort With exceptional absorbent capacity, these diapers provide outstanding dryness for up to 12 hours.
Huggies Platinum Nature Made diapers feature an ultra-thin cotton core that provides exceptional absorbency, capable of holding moisture for up to 12 hours without clumping or deforming This innovative design ensures comprehensive protection for the delicate skin of infants and young children, while also offering a fit that is both flexible and comfortable.
The 360-degree super flexible core design of the diaper perfectly conforms to the baby's body, ensuring comfort and fit Its unique elastic back, which is 2.5 times softer than traditional options, prevents tightness and redness on delicate skin Additionally, the surface features thousands of leak prevention locks that efficiently absorb and contain liquid, providing reliable protection for your little one.
15 preventing reverse osmosis, creating a feeling of dryness for the baby throughout the day d Maintain the outstanding Wetness indicator function
The innovative diaper features advanced technology that changes color from yellow to green, signaling when it's time for a change This unique feature is especially beneficial for first-time parents, helping them maintain their baby's health and skin integrity Additionally, the diapers come in luxurious packaging and a variety of sizes to accommodate all age groups.
"Wearing" a luxury premium white main theme, with cool colors from natural leaves giving a benign and friendly feeling the environment to
Our product line offers a diverse range of diaper sizes suitable for babies from newborns to those over 36 months old, allowing mothers to select the perfect fit based on their baby's age and weight.
Price Strategy
Huggies implements a 30% subsidized policy compared to the market price for official distributors and major retailers distributing directly from manufacturers
Diapers are essential short-term consumer products with a long lifespan and rapidly growing market demand, making them widely available This creates a vast pool of potential customers; however, the industry faces significant competitive pressure To succeed, maintaining consistent product availability and increasing market share are critical goals Targeting young mothers with disposable income allows for a deeper understanding of their purchasing psychology, enabling effective marketing strategies Implementing a penetration pricing strategy with promotional offers during the initial market entry can lead to sustainable growth, followed by gradual price stabilization as the product matures in the market.
Price penetration strategy support tool: Designing the price by Combo and pricing according customer psychology.to
Parents strive to provide the best for their children, ensuring their comfort in every detail Huggies understands the challenges of selecting the right diaper for a newborn's sensitive skin and rapid growth, especially for first-time parents To address these concerns, Huggies has introduced a pricing strategy that includes an Experience Combo for Newborn size S and a Same Size Combo for other sizes, available during the official product launch period.
Normal price 650.000 VND 770.000 VND 770.000 VND 770.000 VND Discount price 599.000 VND 719.000 VND 719.000 VND 719.000 VND
Place strategy
Huggies is a leading brand in baby products, prompting customers to carefully consider their choices due to the prevalence of counterfeit and low-quality items in the market This heightened awareness encourages consumers to prioritize reputable brands when shopping for their babies Consequently, Huggies is committed to maintaining its reputation by distributing its products through reliable channels that can meet both sales demands and customer expectations.
Huggies employs a selective distribution strategy, primarily supplying official distributors that focus on retailers such as mother and baby stores and convenience supermarkets, as well as wholesalers dedicated to grocery distribution To enhance brand awareness, convey product value, and gather customer feedback effectively, Huggies has developed a direct sales channel, prioritizing large retailers like hypermarkets.
Huggies Platinum Nature, a newly launched product, is currently in the strategy development phase and is available for sale exclusively at mother and baby stores such as Cung, Bibomart, and KidsPlaza, through official distributors and the company's main website During the initial four months since its launch in December 2020, the distribution strategy has not included shopping centers In addition to encouraging distributors to promote the new product on e-commerce and grocery sites, Huggies is also focusing on major supermarkets, where consumers frequently shop.
Criteria for selecting distribution supermarkets:
As a leading brand in mother and baby products, the company exclusively distributes its offerings through reputable large supermarkets, ensuring broad market coverage This strategy effectively targets affluent families, positioning the brand as a trusted choice among consumers.
Huggies focuses on distributing Platinum Nature Made to supermarkets that cater to young, high-income mothers, ensuring these locations foster a dynamic environment suitable for organizing engaging product promotional events.
NAME HCM HN OTHERS TOTAL
Statistics table of supermarket chains in 2020
In terms of national statistics, Co.op Mart is the brand that owns the most supermarkets with 128 stores, followed by Vinmart with 64 stores
The number and market share of discussions about supermarkets on social media
The activities supermarkets of are mainly concentrated on Facebook, which Co.op in Mart, Big C, Lotte Mart, Aeon mall are supermarkets with the most active fanpage pages
BigC (GO!): Is a reputable supermarket chain with a large number of loyal customers as well as foreign capital after being purchased by Thailand, with a wide
19 range of supermarket relatively large facilities, BigC (GO!) completely satisfies the s, requirements the distribution channel of
Lotte Mart and Aeon are prominent supermarkets backed by Korean and Japanese investments, respectively, offering a diverse range of exclusive products and entertainment areas tailored for young consumers Located in affluent districts such as District 2 and District 7, these supermarkets cater to a high-end market, with prices generally higher than competitors like BigC and Co.op Mart, making them ideal for distributing premium consumer goods.
VinMart, one of Vietnam's largest and most reputable supermarket chains, primarily attracts customers with higher incomes The supermarket continues to expand rapidly, making it a promising sales channel for high-end products.
Co.op Mart is the largest supermarket chain in Vietnam, primarily targeting middle-aged consumers However, many of its locations are older and smaller, making them less appealing to higher-income and modern shoppers This presents challenges in organizing promotional events for products Despite these limitations, Co.op Mart remains a viable option for distributing products from official distributors.
Promotion strategy
Strategy: Above the line combines Below the line
TVC advertising, or television commercial advertising, is a powerful marketing tool that introduces products or events to a wide audience through television This form of advertising is ubiquitous and transcends geographical barriers, making it essential for companies launching new products By delivering compelling and informative content, TVC advertising effectively captures customer attention and conveys key details about new offerings, enhancing brand visibility and appeal.
The promotional video has a length of 15 seconds, according to the concept: "Pure and goodness from nature" Expected to be performed on TV channels: VTV, HTV b KOLs Marketing
KOLs Marketing leverages the influence of key opinion leaders to enhance brand credibility and promote products effectively By partnering with experienced representatives, such as parents who have raised children, brands like Huggies can sponsor new products and encourage authentic feedback, ultimately guiding potential customers toward their offerings.
Leveraging social networks and YouTube, users can share their comments and reviews, significantly increasing product visibility and appreciation This harnesses the influence of public opinion, attracting more potential customers and enhancing brand recognition.
Huggies is set to collaborate with popular social media influencers and new parents, Dong Nhi and Ong Cao Thang, to promote their brand The advertising strategy will include engaging content through Frame and LCD displays.
LCD frame advertisements in elevators, found in high-rise buildings like offices, apartments, and commercial centers, serve as a unique form of indoor advertising Similar to TV ads, these advertisements capture the attention of individuals as they step away from their homes, effectively blending outdoor advertising elements While often more cost-effective than traditional television advertising, elevator ads deliver comparable effectiveness due to their strategic placement in high-traffic areas People encounter these ads frequently during their daily routines, whether they are heading to work, shopping, or socializing, ensuring maximum visibility and engagement.
The promotional video concept consistent with the television advertising: "Pure is and goodness from nature." d Advertising via electronic newspapers
Leveraging media to enhance a company's image and community initiatives is one of the most efficient strategies available When media influence is paired with information about corporate sustainability efforts, it significantly boosts the company's reputation Industry-leading enterprises must prioritize societal contributions and effectively communicate these efforts to the public to strengthen their brand image Currently, Huggies is focusing on publishing articles on reputable platforms such as Thanh Nien and Bau.vn, which cater to home life and have a substantial readership, thereby utilizing PR articles for advertising.
PR articles utilize language and visuals to effectively showcase products and activities of enterprises Unlike traditional advertising, these articles provide engaging, informative, and trustworthy content for readers Serving as a credible voice for businesses, PR articles highlight their products and brands To enhance customer trust, Huggies sponsors products for partners responsible for promoting their offerings.
21 writing PR so that they can experience and make product comments more clearly with engaging and style more suitable consumers' perspective to f Digital Advertising
As technology advances and the internet becomes more accessible, traditional TV channels are losing viewership, particularly with the rise of Smart TVs People now prefer to watch content on their phones, laptops, and TVs without being restricted by schedules or channels YouTube has emerged as a leading platform, especially among young audiences and parents seeking parenting advice Consequently, advertising on YouTube offers a cost-effective way to capture the attention of these target demographics.
The promotional video concept consistent with the television advertising: "Pure is and goodness from nature."
Google Ads is an effective advertising strategy in today's digital landscape, where consumers often turn to Google for information By leveraging Google search keywords, businesses can promote their products and effectively reach users who are actively seeking to purchase items, such as diapers.
Facebook has emerged as an essential platform in modern life, particularly for young individuals and breastfeeding mothers on maternity leave, who tend to spend increased time on the site Utilizing Facebook for advertising significantly enhances product visibility, allowing brands to reach potential customers effectively.
Huggies has developed a comprehensive platform on its website to enhance customer engagement and provide valuable resources for expectant parents and caregivers Key features include tools for calculating ovulation dates, due dates, and baby naming suggestions, along with an option for customers to register for membership.
Huggies effectively communicates with customers by utilizing key information such as the baby's birth date, allowing for tailored content that aligns with each child's developmental stage By customizing emails and product suggestions based on this data, Huggies provides relevant information and links to products that parents may need For instance, when a baby is born, Huggies sends targeted emails with insights about this specific stage and recommends the Platinum Nature Made size NB diaper, known for its comfort and safety This approach not only captures customer attention but also avoids the discomfort often associated with aggressive sales tactics.
Consumer preferences for products are highly adaptable and influenced by external factors, prompting individuals to purchase items that are visually appealing or offer new experiences While effective communication can foster loyalty among existing customers, it may not be sufficient to change the perceptions of potential customers who are unfamiliar with the brand or loyal to competitors To effectively attract these consumers, brands must encourage product trials, showcasing their quality and functionality For instance, Huggies excels in both product performance and brand reputation, highlighting the importance of quality in the competitive landscape of consumer goods Therefore, a successful customer attraction strategy must focus on both product excellence and the ability to engage new customers.
In the initial month of product development, supermarkets will launch a promotional giveaway of 420,075 baby sofas for customers who purchase two Experience Combos or two same-size combos simultaneously.
From birth, hospitals serve as the first caregivers for babies, introducing them to diapers Parents often trust and choose to reuse the diaper products provided by the hospital after discharge Implementing a donation communication strategy allows Huggies, particularly Platinum Nature Made, to connect directly with potential customers.
FINANCIAL PROJECTIONS
Sales forecast
The criteria for predicting revenue:
Average number of births 1.500.000 Baby/year
Proportion of urban babies 37,34% /total children in the country Average of diaper bags usage per baby 30 packs/year
Expected consumption market 30% /urban children
Total number of children 36 months old 6.000.000 from 2018 to 2021
Number of urban babies 2.240.400 babies
Number of diapers consumed 1 year 20.163.600 packs
Estimated budget for Marketing plan: 2% of expected revenue
Budget
2.1.Direct ads estimated budget table
CHANNEL DESCRIPTION Times START END UNIT PRICE SUB TOTAL
UNIT PRICE/WEEK SUB TOTAL
Van Hanh Mall, district 10 In elevator 26 6 2.070.000 322.920.000
2.2.Online ads estimated budget table
Google Ads Package 10 keywords 2 5.000.000 10.000.000 Facebook Ads –
Thanh Nien E- news Ads - PR short post
1 post (include 250 words + 1 image, appear on Category)
2.3.Promotional gifts estimated budget table
TYPE CATEGORY QUANTITY UNIT UNIT
2.4.Sponsorship programme estimated budget table
TYPE LOCATION CATEGORY QUANTITY UNIT UNIT
Diaper sticker Huggies Platinum Nature Made size Newborn
2.5.Income statement and total marketing estimated budget
TYPE OF BUDGET ESTIMATED BUDGET
IMPLEMENTATION PLAN
Timeline activity
Frame ads at shopping center
Youtube Ads Bumper Ads – Youtube Ads Discovery – Thanh Nie e-news Ads - PR n short posts
Bau.vn e-news Ads - PR type 2
KOL – Do ng Nhi singer
KOL Ong Cao Thang singer – Sales manager in supermarket PBPG staff in supermarket
Project activities description
The "Second Godmother" sponsorship program, supported by Huggies, aims to provide essential resources to new parents by donating 5,000 packs of Newborn Platinum Nature Made diapers (for infants under 5 kg) to 10 obstetrics and gynecology hospitals in Hanoi and Ho Chi Minh City This initiative represents a significant investment of 1,325,000,000 VND, highlighting Huggies' commitment to maternal and infant health in Vietnam.
Hanoi: National Obstetrics Hospital (Institute C), Hanoi Obstetrics Hospital, Bach Mai Hospital, Thu Cuc International Hospital, Viet Phap Hospital
Ho Chi Minh: Tu Du Hospital, Saigon International Maternity Hospital, Hung Vuong Hospital, Mekong Maternity Hospital, Hanh Phuc International Hospital
Program Rules: Customers will have the opportunity to receive a gift "Recliner For
Children" when purchasing 2 experience combo at the same time, or 2 Combo of any kind during the promotion period
Promotional gift Recliner For Children c TV ads
Run TVC advertising for 15 seconds TVC content will introduce Huggies Platinum Nature Made
Channel ads: VTV3 and HTV7
From Monday to Friday, there will be one daily advertisement scheduled at 12:30 PM, resulting in a total of 132 screenings Each screening is priced at 24,000,000 VND, leading to a total advertising cost of 3,168,000,000 VND for the first half of the year.
Each Sunday, there will be one advertisement aired during the gameshow at 21:15, totaling 26 screenings The cost per screening is 120,000,000 VND, resulting in a total advertising expenditure of 3,120,000,000 VND for the first half of the year.
From Monday to Thursday, there will be one advertisement aired daily at 20:15, scheduled between sitcoms This results in a total of 105 screenings, each priced at 120,000,000 VND per time slot Consequently, the total advertising cost for the first half of the year amounts to 3,045,000,000 VND.
On Saturdays, there will be one daily advertisement scheduled at 15:40, totaling 26 screenings with a unit price of 120,000,000 VND per time slot Consequently, the total advertising cost for the first half of the year amounts to 312,000,000 VND.
Huggies Platinum Nature Made products are being showcased through advertising images displayed on frame screens located in elevator areas of shopping centers in Hanoi and Ho Chi Minh City.
Diamond Plaza, district 1, Ho Chi Minh:
Place 2 screen frames outside the basement B1 and B2 of the center In total, there will be 26 weeks with a unit price of 2.070.000 VND/week/frame Thus, the cost of frame ads in half a year is 107.640.000 VND
Van Hanh Mall, district 10, Ho Chi Minh:
Place 6 evenly distributed Frame screens inside the elevators of the center In total, there will be 26 weeks with a unit price of 2.070.000 VND/week/frame Thus, the cost of frame ads in half a year is 322.920.000 VND
Aeon Mall Tan Phu, Tan Phu district, Ho Chi Minh:
Place 2 evenly distributed Frame screens inside the elevators of the center In total, there will be 26 weeks with a unit price of 2.070.000 VND/week/frame Thus, the cost of frame ads in half a year is 107.640.000 VND
Grand Plaza, Cau Giay district, Hanoi:
Place 2 Frame screens outside the lobby on the ground floor of the center In total, there will be 26 weeks with a unit price of 2.070.000 VND/week/frame Thus, the cost of frame ads in half a year is 107.640.000 VND
Vincom Nguyen Chi Thanh, Dong Da district, Hanoi:
Place 4 evenly distributed Frame screens inside the elevators of the center In total, there will be 26 weeks with a unit price of 2.070.000 VND /week/frame Thus, the cost of frame ads in half a year is 215.280.000 VND
The Garden, Tu Liem district, Hanoi:
Place 8 evenly distributed Frame screens inside the elevators of the center In total, there will be 26 weeks with a unit price of 2.070.000 VND /week/frame Thus, the cost of frame ads in half a year is 430.560.000 VND e Google Ads
Websites that purchase ad placements will appear in Google search results when users look for keywords related to their products or brands, significantly boosting visitor traffic and potential sales inquiries This advertising package is restricted to a maximum of 20 keywords and is priced at 10,000,000 VND.
CPC, or cost-per-click advertising, is a Facebook advertising model that charges advertisers based on user clicks, allowing for extensive free exposure on the platform For instance, with a total of 100,000 clicks priced at 43,000 VND per click, the overall cost for Facebook CPC Ads amounts to 4,300,000,000 VND.
YouTube Bumper Ads are brief, unskippable advertisements lasting six seconds that appear before, during, or after videos Advertisers are charged 30,000 VND for every 1,000 views, resulting in a total cost of 3,000,000 VND for 10,000 views This effective advertising format ensures maximum visibility and engagement for brands.
EVALUATION AND CONTROL METRICS
Evaluation criteria
Product consumption criteria is based on sales and growth rate of Huggies Platinum Nature Made products after the above promotions
Customer criteria is based on brand awareness, cost of attracting customers and profitability of customers
Product distribution criteria is based on average revenue of a distribution channel, sales achievement performance and frequency of out- -stock status of
Effective communication criteria hinge on the customer's evaluation of the advertised product's message, the memorability of the information, the change in sales figures pre- and post-advertisement, and the participation rate in promotional activities.
Evaluation methods
Estimated plan
There is always a certain level of risk in a marketing plan Therefore, we need to set up a number of remedial measures as follows:
Huggies must consistently conduct research to understand the evolving needs and behaviors of their target customers, enabling them to swiftly adapt to changes This approach will allow Huggies to develop effective strategies for promoting their products to consumers.
Secondly, Huggies always have to estimate a contingency cost incurred for promotions, sponsorship programs, and advertising programs in case there are problems and quickly solve it
APPENDIX
1 Giới tính c a anh/ch là: ủ ị
2 Độ tuổi hiện t i c a anh/ch : ạ ủ ị
3 Anh/chị có thể tự đánh giá thu nhập c a mình mủ ở ức:
Trung bình - cao (21 - 35 tri u/tháng) ệ
Trung bình - thấp (6 14 - tri u/tháng) ệ
4 Anh/Chị đã bao giờ mua Huggies tã cho bé sử dụng chưa?
5 Anh/chị đang sử dụng nhãn hiệu nào tã cho bé?
6 Điều gì ở m t s n ộ ả phẩm tã cho em bé mà anh/ch c m ị ả thấ đángy quan tâm nhất?
Thành phần lành tính cho da
Độ mềm mại, tho i mái ả
Có khả năng cung cấp thêm dưỡng chất cho da bé
7 Tuần suất mua c a anh/chtã ủ ị thường ở mức:
8 Anh/Chị thường mua tã cho bé qua địa điểm phân phối nào?
Cửa hàng mẹ và bé
9 Anh/chị biết đến Huggies chủ ế y u thông qua phương tiện nào?
Nhìn thấy t i các k hàng mua s m ạ ệ ắ
TVC trên các n n tề ảng trực tuy n ế
Truyền miệng hoặc do người quen giới thi u ệ
10 Điều n ấ tượng nhấ ủt c a anh/chị ở tã Huggies gì? là
Bao bì, phương cách đóng gói
Hình ảnh s dử ụng trong các chiến dịch quảng bá
Tần suất nhìn thấy s n ả phẩm và hình ảnh c a s n ủ ả phẩm
11 Hiện Huggies m i ớ ra m t dòng s n ắ ả phẩm m i Huggies Platinum Nature Made, ớ Anh/Chị đã từng nghe qua thông tin v s n ề ả phẩm này chưa?
Nếu bạn đang sử dụng tã Huggies, hãy cho chúng tôi biết bạn mong muốn có sự cải tiến nào trong sản phẩm này Nếu bạn chưa sử dụng, bạn nghĩ Huggies cần cải thiện điểm gì để thu hút người tiêu dùng hơn?