KOTEX white pro case study

1. CD CONTENT Test your Brand Activation concept Test your Brand Activation concept About Activation About Activation Case Study Case Study Brand Activation 2. Test your brand activation About Activation Case Brand Activation from your viewpoint Brand Activation 3. Sampling Promotion Distribution Consumer promotion Outdoor Ad Event Segmentation Advertising Sponsorship TVC Public relations Brand activation Brand Positioning Launch Plan Trade Promotion Communication News release Product RD Pricing Brand Activation 4. Brand activation in marketing Product RD Product RD Segmentation Segmentation Brand Positioning Brand Positioning Advertising Advertising prints prints … … Public relations Public relations Promotion Promotion Sponsorship Sponsorship News release News release Pricing Pricing Distribution Distribution TVC TVC … … Consumer Consumer promotion promotion Trade Promotion Trade Promotion Merchandizing Merchandizing Shopper activation Shopper activation … … Brand Activation Brand Activation Public Activation Public Activation Door2Door Activation Door2Door Activation … … Launch, Build and Promote brand Launch, Build and Promote brand Brand Activation 5. Test Hieu biet B.A Brand Activation đang ở đâu? About Activation Case Các công cụ ATL đang trở nên “truyền thống” và không đủ để làm nhãn trong một thị trường ngày càng trở nên bất thường. Trong marketing đương thời, sự toàn cầu hoá tạo nên một một toàn cầu hoá cho Communication và các công cụ ATL. Ví dụ: ngân sách cho các local tvc càng nhỏ đi Activation nay là một phần của mọi chiến dịch 360o của nhãn hàng. Trong khi Communication tạo awareness và giới thiệu benefit nhãn hàng, chuyển tải brand’s character, thì Activation kết nối tất cả những điều đó vào cuộc sống, tác động trực diện vào hành động mua và tạo ra những trải nghiệm không thay thế được. It activates Brand Activation 6. Test Hieu biet B.A Brand Activation đang ở đâu? Khai niem – phuong phap Thuc hanh Tại Việt Nam, phần nhiều spender của Brand activation là các nhãn hàng worldwide, vì sự hiểu biết, kinh nghiệm và ngân sách của họ trong loại công cụ này Những nhãn hàng của công ty trong nước phần nhiều đang vẫn dành ngân sách cho 1advertising 2event PR và 3sales trade promotion Brand Activation 7. Test Hieu biet B.A Khái niệm về Brand Activation Khai niem – phuong phap Thuc hanh Theo mục tiêu và dưới một chiến lược rõ ràng của nhãn, Brand Activation gồm tất cả những gì có khả năng đưa tinh thần và lời hứa của nhãn hàng vào cuộc sống người dùng mục tiêu một cách tương tác và trải nghiệm. Under clear brand’s objectives and strategy, brand activation is about all that can bring brand spirit and promises to life, with target consumer’s experiences and interaction Brand Activation 8. Test Hieu biet B.A Các dạng Brand Activation hay gặp Khai niem – phuong phap Thuc hanh Hình thức Public activation (roadshow, event, café activities..) Door to door activation (sampling, demoselling,..) Shopper activation (instore activities, đổi quà..) Trade support activation (merchandizing, mysterious shopper) Activation 360O Mục tiêu: Launch Build equity Boost sales Switch users … Brand Activation 9. Test Hieu biet B.A Làm một Kế hoạch brand activation Khai niem – phuong phap Thuc hanh Activities Operation mechanics Yep, we have concept. How we develop it into single executable activities? Activation platform concept What is the platform, on it the brand can associate with TA’s life? Key messageKey deliveries What is the single thing that target audience with get from after activation campaign? Activation objective In this marketing plan, what is the role of activation? Marketing Obj Strategy brand campaign What are the mkt obj? What is the marketing strategy to let the brand reach objectives? MKT situationchallenge What is the challenge of brand? Its period of the brand cycle? Brand Activation 10. Test Hieu biet B.A Khai niem – phuong phap Case Case Study Activation Relaunch KotexWhitePro Timing: Dec 2006 – Jan 2007 Scope: GT5 Brand Activation 11. Basic info Background Activation brief KCV planned to relaunch the brand in Nov 2006 with a new positioning focusing on functional benefits MiR Consultants is briefed to develop an activation campaign, which understood as an integrated part of the launch Inspirational brandHits 12. Basic info Background Activation brief Activation Objectives Build KWP brand awareness Build KWP brand with premium image and superior quality Target of Activation Competing users of KWP Female 20 – 35, SEC ABC Urban – GT5 Modern Feminine Enjoy her life Inspirational brandHits 13. Proposal Platform Info Background Activation brief What is the most important to communicate? KWP is Dry and Safe to skin, that help you always feel your best and get most out of life in your period Why should they believe this? Dermatology test for no skin irritation New and revolutionary SA topsheet Inspirational brandHits 14. Consumer Insights FGD briefcase Key findings Respondent Group 1: 6 females – nonofficer Aged 2530 Group 2 6 females, officer Aged 2530 Discussion topic 24 hour stat of life and life style Shopping behavior Brand TOM and characterize Reacts to sanitary pad activation Inspirational brandHits 15. FGD briefcase Key findings What is your TOM brand? (priorized) Kotex Style Whisper Diana Kotex Pro Sofy Carefree How about sanitary pad TVCs? There is a need to search for product info, coz they still looking for a best solution for their healthy life But should be a very politely expression (ex: tvc Diana Pretty woman: negative perception) Key Driven factor to purchase intent? Functionality Where should we do sampling? “Any places even I am with an opposite sex partner. However sample packaging should be nice and reserved beautiful outfit (dep va tế nhị)” Activation? Just where I am at allwoman places, so that I can spend time and join the activities How about product functional demo? For advertising, it should be verbally (VO), should not use visual description For activation, it’s fine to expose manual demo, but in polite format. > traditional demo is not preferred. (“I dun wanna see that demo with the pad, even I am in allwoman places or am with female partner”) Inspirational brandHits 16. Key deliveries Consumer insight It’s really uncomfortable for me in “period” day with rash and wet feeling. It restricted me from enjoying my life. Key delivery Brand awareness Functional benefit Brand experiences Premium, trusted, modern brand personality Functional benefit Keep me Dry and Safe for my skin (no irritation) Emotional benefit I feel so confident comfortable in any activities than ever before. I always feel my best, get most out of life Inspirational brandHits 17. Where is a platform that can bring the Key Deliveries to life? Inspirational brandHits 18. insights It’s really uncomfortable for me in “period” day with unsafe, rash and wet feeling. It discouraged me restricted me from enjoying my life. I wish sanitary pad could bring me soft safe feeling for my sensitive skin so I could get most out of life and enjoy it at best. Activation platform PLEASURABLE MOMENTS Inspirational brandHits 19. WET MART SMALL OFFICE TOWER CINEMA THEATRE WOMEN CLUB SAMPLING Rolling Standee Sampling promoter (boy girl) LITE ACTIVATION PLEASURABLE MOMENTS BOOK STORE lighting small booth restroom branding and sampling FULL ACTIVATION Customized activities by channel OFFICE TOWER NIGHT CLUB PHÒNG TRÀ PREMIUM CAFE BEAUTY CARE spa SUPERMART Inspirational brandHits 20. FULL ACTIVATION Invitation Invitation Supermart Need Need recognition recognition Product demo Product demo Brand Brand interactive interactive Sampling Sampling incentive incentive Inspirational brandHits 21. Key ACTIVATION Premium booth Office tower OFFICE TOWER Invitation to join Invitation to join Sampling with Sampling with demo sample demo sample TA does TA does web games web games IT indoor IT indoor confirm confirm Winning Winning Booth redemption Booth redemption TA gets to TA gets to pleasurable pleasurable sites sites Inspirational brandHits 22. Key ACTIVATION Office tower Rest room branding Mirror sticker Poster on the back of toilet door Violet water bowl with floating flower Inspirational brandHits 23. SAMPLING 1st day at office tower Inspirational brandHits 24. 2nd day Inspirational brandHits 25. Beauty Care points Inspirational brandHits 26. 1st time ever… Rolling standee Inspirational brandHits 27. 1st time ever… Night Club sponsor Inspirational brandHits 28. Brand Activation Vietnam Outlook Prepared by MIRactivation for VMC 2008 Brand Activation

Consumer promotion

Product R&D

Distribution Promotion

Brand Activation

Test Hieu biet B.A

Case

Brand Activation đang ở đâu?

Các công cụ ATL đang trở nên “truyền thống” và không đủ để làm nhãn trong một thị trường ngày càng trở nên bất thường

một toàn cầu hoá cho Communication và các công cụ ATL Ví dụ: ngân sách cho các local tvc càng nhỏ đi

benefit nhãn hàng, chuyển tải brand’s character, thì Activation

kết nối tất cả những điều đó vào cuộc sống, tác động trực diện vào hành động mua và tạo ra những trải nghiệm không thay thế được

It activates!

About Activation

Brand Activation

Test Hieu biet B.A

Khai niem – phuong phap

Thuc hanh

Brand Activation đang ở đâu?

Tại Việt Nam, phần nhiều spender của Brand activation là các nhãn hàng worldwide, vì sự hiểu biết, kinh nghiệm và ngân sách của họ trong loại công cụ này

Những nhãn hàng của công ty trong nước phần nhiều đang vẫn dành ngân sách cho [1]advertising [2]event & PR và [3]sales & trade promotion

Brand Activation

Test Hieu biet B.A

Khai niem – phuong phap

Thuc hanh

Khái niệm về Brand Activation

Theo mục tiêu và dưới một chiến lược rõ ràng của nhãn, Brand Activation gồm tất cả những gì có khả năng đưa tinh thần và lời hứa của nhãn hàng vào cuộc sống người dùng mục tiêu một cách tương tác và trải nghiệm

Under clear brand’s objectives and strategy, brand activation

is about all that can bring brand spirit and promises to life, with target consumer’s experiences and interaction

Brand Activation

Test Hieu biet B.A

Khai niem – phuong phap

Thuc hanh

Các dạng Brand Activation hay gặp

Hình thức Public activation (roadshow, event, café activities ) Door to door activation (sampling, demo-selling, ) Shopper activation (in-store activities, đổi quà ) Trade support activation (merchandizing, mysterious shopper) Activation 360 O

Mục tiêu:

Launch Build equity Boost sales Switch users

…

Brand Activation

Test Hieu biet B.A

Khai niem – phuong phap

Thuc hanh

Làm một Kế hoạch brand activation

MKT situation/challenge

Marketing Obj & Strategy

& brand campaign Activation objective

Activation platform /

concept

Key message/Key deliveries

Activities & Operation mechanics

What is the challenge of brand?

Its period of the brand cycle?

What are the mkt obj? What is the marketing strategy to let the brand reach objectives?

In this marketing plan, what is the role of activation?

What is the platform, on it the brand can associate with TA’s life?

What is the single thing that target audience with get from after activation campaign?

Yep, we have concept How we develop it into single executable activities?

Brand Activation

Test Hieu biet B.A

Khai niem – phuong phap

Case

Case Study

Activation Relaunch KotexWhitePro

Timing: Dec 2006 – Jan 2007

Scope: GT5

Inspirational brand Hits

Basic info

Background

Activation brief KCV planned to relaunch the brand in Nov 2006 with a new

positioning focusing on functional benefits MiR Consultants is briefed to develop an activation campaign, which understood as an integrated part of the launch

Inspirational brand Hits

Target of Activation

Competing users of KWP Female 20 – 35, SEC ABC Urban – GT5

Modern Feminine Enjoy her life

Inspirational brand Hits

Proposal Platform Info

Background

Activation brief

What is the most important to communicate?

KWP is Dry and Safe to skin, that help you always feel your best and get most out of life in your period

Why should they believe this?

Dermatology test for no skin irritation New and revolutionary SA top-sheet

Inspirational brand Hits

Group 2

6 females, officer Aged 25-30

Inspirational brand Hits

FGD briefcase

Key findings

What is your TOM brand? (priorized)

Kotex Style Whisper Diana Kotex Pro Sofy Carefree

Where should we do sampling?

“Any places even I am with an opposite sex partner However sample packaging should be nice and reserved beautiful outfit (dep va tế nhị)”

Activation?

Just where I am at all-woman places, so that I can spend time and join the activities

How about product functional demo?

For advertising, it should be verbally (VO), should not use visual description For activation, it’s fine to expose manual demo, but in polite format -> traditional demo is not preferred (“I dun wanna see that demo with the pad, even I am in all-woman places or

am with female partner”)

Key Driven factor to purchase intent?

Functionality

How about sanitary pad TVCs?

There is a need to search for product info, coz they still looking for a best solution for their healthy life

But should be a very politely expression (ex: tvc Diana Pretty woman: negative perception)

Inspirational brand Hits

Key delivery

Brand awareness Functional benefit Brand experiences Premium, trusted, modern brand

personality

Inspirational brand Hits

Where is a platform that can bring the

Key Deliveries to life?

Inspirational brand Hits

Activation platform

PLEASURABLE

MOMENTS

insights

It’s really uncomfortable for me in “period” day with unsafe, rash and wet feeling It discouraged

me & restricted me from enjoying my life I wish sanitary pad could bring me soft & safe feeling

for my sensitive skin so I could get most out of life and enjoy it at best

Inspirational brand Hits

SAMPLING

-Rolling Standee -Sampling promoter (boy & girl)

LITE ACTIVATION

-lighting small booth

-restroom branding and sampling

BOOK STORE

SMALL OFFICE TOWER

OFFICE TOWER

SUPERMART

PLEASURABLE MOMENTS

CINEMA

THEATRE

NIGHT CLUB PHÒNG TRÀ

PREMIUM CAFE

BEAUTY CARE

- spa

Inspirational brand Hits

Brand interactive & incentiveSampling

Sampling

& incentive

Inspirational brand Hits

Invitation to join Sampling with demo sample

TA does web games

TA does web games

IT indoor confirm Winning

IT indoor confirm Winning Booth redemption

Booth redemption pleasurable TA gets to

sites

TA gets to pleasurable sites

Inspirational brand Hits

Mirror sticker Poster on the back of toilet door Violet water bowl with floating flower

Key ACTIVATION

Office tower Rest room branding

Inspirational brand Hits

SAMPLING

1st day at office

tower

Inspirational brand Hits

2nd day !

Inspirational brand Hits

Beauty Care

points

Inspirational brand Hits

1st time ever…

Rolling standee

Inspirational brand Hits

1st time ever…

Night Club

sponsor

Brand Activation

Prepared by MIR activation for VMC 2008

Brand Activation Vietnam Outlook