WHAT IF THERE IS A CONTRACEPTION METHOD? Durex A digital strategy to get the adult WHAT IF THERE IS A CONTRACEPTION METHOD? Durex A digital strategy to get the adult WHAT IF THERE IS A CONTRACEPTION METHOD? Durex A digital strategy to get the adult
WHAT IF THERE IS A CONTRACEPTION METHOD? A digital strategy to get the adult Prepared by OhYeah Communications THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHERE where we are going to communicate with our target WHAT what we want them to remember, what we are going to say to them HOW how we are going to measure our success THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHERE where we are going to communicate with our target WHAT what we want them to remember, what we are going to say to them HOW how we are going to measure our success CONSUMERS CONCERNS: CONTRACEPTION METHODS Source: Vinaresearch, 06/06/2013 Using condom is the first choice for contraception among target audience CONSUMERS CONCERNS: REASON TO USE CONDOM Source: Vinaresearch, 06/06/2013 Ease to use is the reason people prefer to use condom CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE Source: Vinaresearch, 06/06/2013 Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS Source: Vinaresearch, 06/06/2013 Reason to choose using condom between material status difference but target to contraception, ease to use CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM Source: Vinaresearch, 06/06/2013 Beside the benefits, consumers are feeling not comfortable by using the condom CONSUMERS CONCERNS: PREFERABLE BRAND Source: Vinaresearch, 06/06/2013 Durex & OK have the high preferable by consumers CONSUMERS CONCERNS: PREFERABLE FUNCTIONS Source: Vinaresearch, 06/06/2013 Thin condom is the one target audience looking for [...]... and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHAT what we want them to remember, what we are going to say to them WHERE HOW where we are going to communicate with our target how we are going to measure our success THE BIG IDEA EVERYBODY ALWAYS HAVE A DREAM IN THEIR LIFE THE BIG IDEA BUT SOMETIME WE CANNOT CONTROL OUR LIFE THE. .. Search, 2013 WHAT COMMUNICATION SHOULD DO COMMUNICATION OBJECTIVES MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM KNOW MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM EXCITED THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHAT what we want them to remember, what we are going to. .. to say to them WHERE HOW where we are going to communicate with our target how we are going to measure our success THE TARGETING STRATEGY MAKE THEM KNOW AND EXCITED TO TRY MALE 15 YO AND ABOVE ABC CLASS ONLINE ACTIVIES OF TARGET AUDIENCE Online information gathering and online entertainment are the main activities of audience on internet Source: Cimigo Netcitizens, 2012 ONLINE ATTITUDES OF TARGET AUDIENCE... Google Search, 2013 CONSUMERS’ NEED: SEARCH VOLUME BY MARKET SHARE 4% 5% 22% 50% 4% 7% Sagami Jex Durex True-X ROCK Innova Power Men Sumo OK Herman VIP Number One Viva Durex & OK are 02 brands that have the high search volume in market share Source: Google Search, 2013 CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION 4000 3500 3000 3% 1% 0% 3600 bao cao su gai 2900 2500 39% 2000 bao cao su 12 con giáp bao cao... 105000 0 Sagami Durex ROCK 397000 533000 33900 Power Men 14700 OK 95000 VIP 130000 78100 Viva Durex & Sagemi have the most advertising information online Source: Google Search, 2013 CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE 8% 1% 2% Sagami 1% Jex 26% 6% Durex True-X ROCK 7% Innova 2% 1% 7% Sumo OK VIP Number One 40% Viva Durex (39%) & Sagami (26%) have the most advertising information online... 1500 bao cao su bi 1000 48% 590 500 260 0 bao cao su gai bao cao su nữ 70 bao cao su mỏng Bao cao du dày 10 bao cao su mỏng 8% Dot condom & woman condom are the function that audience looking for Source: Google Search, 2013 CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION 44% 11% 8% Đ ặt vòng Tránh thai cổ điển Bao cao su 12% 6% Dùng thuốc Cấy/dán/tiêm Among 80% women in reproductive age, we have are 12%... Dâu Chuối Bạc Hà D a Không mùi No Smell Condom & Mint Smell Condom have the most advertising information online Source: Google Search, 2013 CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL 120 100 80 60 40 20 0 HCM Hanoi Da Nang Vung Tau Quang Ngai Nha Trang Hai Phong HCMC have the need consume condom highest compare with other region Source: Google Search, 2013 CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE... Nha Trang Hải Phòng Hanoi is the place that sell condom online highest Source: Google Search, 2013 CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING 120000 108000 96800 100000 76900 80000 63600 60000 40000 20000 26900 21000 19400 13400 10100 1630 0 Yaz Tab Gracial Drosperin 22600 Lindynette 20 672 2350 Postinor 1450 3060 Gynera Novynette Love Choice Yaz Tab, Diane 35, Gracial & Marvelon have the. .. CONCERNS: PREFERABLE FUNCTIONS Thin condom is the one target audience looking for Source: Vinaresearch, 06/06/2013 CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND 4000 3600 3500 3000 2500 2000 1600 1500 1000 500 480 390 0 Sagami 170 50 Jex Durex True-X 260 ROCK Innova 20 Power Men 50 110 Sumo OK Herman 260 VIP 140 70 Number One Viva Durex & OK are 02 brands that consumers are pro-active searching with high... is the important source for audience and help them to find out new products & brands Source: Cimigo Netcitizens, 2012 METRO ONLINE COMMUNICATION TRENDS Visiting social network is increasing over the time Source: Cimigo Netcitizens, 2012 ONLINE CONSUMERS ARE NETWORKED & SOCIAL Facebook is the preferable social network Source: Cimigo Netcitizens, 2012 THE QUESTIONS WHY why we need to communicate to help . BRAND Sagami Jex Durex True-X ROCK Innova Power Men Sumo OK Herman VIP Number One Viva 0 500 1000 1500 2000 2500 3000 3500 4000 390 50 3600 480 170 260 20 110 1600 50 260 140 70 Durex & OK. SEARCH VOLUME BY MARKET SHARE Durex & OK are 02 brands that have the high search volume in market share Source: Google Search, 2013 5% 50% 7% 4% 22% 4% Sagami Jex Durex True-X ROCK Innova Power. 10 30 40 0 110 20 120 20 CATEGORY CONVENTIONS: ADVERTISING INFORMATION Durex & Sagemi have the most advertising information online Source: Google Search, 2013 Sagami Durex ROCK Power Men OK VIP Viva 0 500000 1000000 1500000 2000000 2500000 3000000 1760000 447000 2680000 90900 105000 440000 33900 397000 533000 14700 95000 130000 78100 CATEGORY