Tài liệu Kế hoạch xây dựng thương hiệu Kotex 2003 doc

ACTION PLAN on Kotex Softina Public Sampling January 2003 Conducted for Kimberly Clark Shaping OUR FUTURE together 2 CONTENTS Project Description 3 Project Organization 5 Preparation 7 Report 9 Appendixes 10 1. Fieldwork Process 11 2. Recording Form 12 KC Approval 13 3 PROJECT DESCRIPTION 1. Technique: F2F intercept sampling, giving samples in one way to only target respondent going in or out location. 2. Product: Kotex Softina. 3. Target respondents:  Female white collar aged 22-40.  Student girls aged 19-25  Other active women aged 18-40 4. Number of samples given to each respondent: One sample per target. 4 PROJECT DESCRIPTION 5. Kind of public location, Area and Sample Size: a) Kind of public location:  Offices - Universities/ Colleges/ Night learning centers - Entertainment locations - Women clubs, cultural houses, water parks, women aesthetic and sport centers, beauty salon, discotheque…  Shopping Centers - Hypermarkets/ Trade Centers. - Supermarkets. (Note: Hypermarkets/ Trade Centers are in top priority of doing sampling). b) Areas & sample size: AREA SAMPLE SIZE HA NOI 50,000 DANANG 11,000 CANTHO 9,000 HCMC 90,000 TOTAL 160,000 5 PROJECT ORGANIZATION 1. Sample Size for each kind of location: Note: In each area, the sample size of each kind above may be shared together. 2. Quality Control: No back-check on Public Sampling The project quality will be controlled at sampling points. 3. Timing: 01 March 2003 – 12 March 2003 AREA HA NOI DANANG CANTHO HCMC TOTAL SAMPLE SIZE 50,000 11,000 9,000 90,000 160,000 Offices 6,000 1000 700 17,000 14,000 Universities/ Colleges/ Night learning centers 29,000 6,000 5,800 25,000 65,800 Entertainment Locations 5,000 3,000 2,500 3,000 33,500 Shopping Centers 8,000 1,000 - 25,000 34,000 Sampling Location 500 110 90 900 1,600 6 PROJECT ORGANIZATION 4. Location Frequency: a) Offices: One office / 01 sampling session. b) Schools: One school or center / 01-03 sampling session. Sampling sessions for classes in the morning, and/or in the afternoon, and/or in the evening. c) At entertainment locations: One location two sampling days or session. Sampling at weekend is preferable. d) At shopping centers: One location / 02 sampling days. Working time: from 10:00 to 20:00. 5. Staff & Uniform     HANOI DANANG CANTHO HCMC TOTAL STAFF     Promoter 36 18 18 40 112   Supervisor 6 3 3 7 19   Storekeeper 1 1 1 1 4   Manager 1 1 1 1 4 UNIFORM     T-shirt 76 38 38 84 236   Cap 48 25 25 52 150   Bag 42 21 21 46 130 7 I. K.C SUPPLY REQUIREMENT: 1. Samples, delivered on 26 Feb 2003 at following addresses: 2. Equipment, delivered on 18 Feb 2003 at 177/35 Nguyen Van Dau, Binh Thanh, HCMC: 3. Others, delivered at the latest of 26 Feb 2003 at 126D Phan Dang Luu, W3 Phu Nhuan, HCMC:  Product information for training.  Documents prove the quality and origin of the samples: Certificate of Origin, Certificate of Quality, legal transport documents for each area (i.e. Commercial Invoice or Internal Goods Issued notes stipulated by The Ministry of Finance, etc.) PREPARATION T-shirt 236   Cap 150   Bag 130 Use old bag, in MSV stock AREA ADDRESS CONTACTER PHONE Total of sample HaNoi P103 nha B22, TT Kim Lien, Dong Da, HaNoi Mr. Mạnh Tuấn 0903238852 50,000 DaNang 95 Quang Trung, Đà Nẵng Mr. Trọng Cư 0918323977 11.000 CanTho 99 Nguyen Van Cu, An Hoa, Can Tho Mr. Công Minh 0918065889 9,000 HCMC 177/35 Nguyen Van Dau, Binh Thanh, HCMC Mr. Lương Đoàn 09 90,000 8 PREPARATION II. MSV: 1. Recruiting 2. Training 3. Project announcement to Trade Services 4. Facilities necessary for fieldwork organization 5. Uniform transportation to area 6. Mapping system for fieldwork 7. Recording forms 8. Fieldwork organization 9 REPORT I. DAILY REPORT: 1. Time: 4:00 p.m. 2. Content:  List of conducted locations (updated).  Process of each area.  Any problems arisen.  Any information from consumers collected during fieldwork. II. FINAL REPORT: 1. Time: 07 after the last area completion. 2. Content:  Fieldwork Result.  List of conducted locations.  Any information from consumers collected during fieldwork.  Inventory Report. 10 APPENDIXES [...]...FIELDWORK PROCESS 11 RECORDING FORM KOTEX SOFTINA PANTILINER PUBLIC SAMPLING PROJECT LOCATION: PROMOTER: GROUP: GROUP LEADER: SUPERVISOR: No TIMING LOCATION ADDRESS SAMPLE SIZE 12 APPROVAL The Active Plan is approved by K.C Phan Ngoc Thuy . ACTION PLAN on Kotex Softina Public Sampling January 2003 Conducted for Kimberly Clark Shaping OUR FUTURE together. quality will be controlled at sampling points. 3. Timing: 01 March 2003 – 12 March 2003 AREA HA NOI DANANG CANTHO HCMC TOTAL SAMPLE SIZE 50,000 11,000