Young Marketers 2 - Say Cheese group

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CHIN LC MARKETING CA BAO CAO SU OKCHIN LC MARKETING CA BAO CAO SU OK1. Bi cnh2. Mc tiu3. Khch hng mc tiu4. S tht ngm hiu5. tng ln bao qut6. Chin lc trin khai Thi gian thc hin Phn b ngn sch7. nh gi theo di hiu quSAY OK SAY CHEESE GROUP11. Bi cnhTh trng bao cao su Vit Nam.a dng sn phm nhng cha pht trin mnh, phn ln l hng nhp khu. 2012, Vit Nam xp th 5 th gii v t l no ph thai vi 300.000 ca mi nm. T l no ph thai ang gia tng nhanh v tr ha. Vic phn phi v pht trin ph thuc vo cc chnh sch ca nh nc v cc chng trnh tuyn truyn.T l s dng bao cao su ngy cng tng vi 13,7% (2012) so vi 5,6% (1998)Nhu cu v cht lng bao cao su c ci thin. Cht lng do B Cng thng, B Khoa hc v cng ngh, mt s t chc quc t lin quan qun l.(Ngun: Tng cc dn s v k hoch ha gia nh)1. Bi cnh2. Th trng thnh ph H Ch Minh11% dn s thnh ph H Ch Minh trong tui t 15-242012, c 88% Nh ngh/Khch sn c kho st c sn t nht mt loi BCS ti thi im phng vn.a s trong 12% Nh ngh/Khch sn khng c BCS ti thi im kho st gii thch rng khch hng ca h khng c nhu cu v BCS..Ngun: y ban phng chng AIDs thnh ph H Ch Minh2. Mc tiuTng nhu cu s dng 45% - 65%Tng nhn bit v v tr dn u ca bao cao su OK ti Vit Nam Tng doanh thu 15%Tng mc nhn thc v s dng BCS thanh nin 18-24 tui.3. Khch hng mc tiuc im khch hng mc tiu: c imHn ch+ 18 24 tui+ Phn ln c thn.+ Thu nhp BC.+ Hin i, c nhn thc.+ C quan h tnh dc hoc c quan tm n quan h tnh dc v bao cao su.+ Suy ngh thong hn v vn QHTD.+ Tm l cn b nh hng nhiu bi vn ha v nh kin x hi (coi trng trinh tit, s b nh gi nu b pht hin c BCS trong ngi)+ Kin thc v an ton tnh dc cha tt.+ Nhu cu s dng BCS thng l t pht, QHTD cn ba bi.-> Bit s dng BCS l TT, nhng lc cn khn cp th KHNG c, NHN THC khng i lin vi THC HNH.4. S tht ngm hiuTi v bn gi u c suy ngh thong v vic quan h trc hn nhn. Tuy nhin, chng ti rt s nhng ri ro nh c thai ngoi mun, ti mun hon thnh vic hc v c cng vic n nh trc -> lo s v ri ro khi quan hTi l sinh vin/va mi i lm, tng quan h tnh dc v tng dng bao cao su m bo an ton. Tuy nhin, ti vn kh lo lng v cht lng bao cao su ang dng -> mong mun sn phm bao cao su cht lng tt v gi c hp ti tin.Ti bit cc ri ro lin quan n cc bnh do quan h tnh dc gy ra v bit s cn thit ca cc bin php nh bao cao su nhng ti kh e d khi phi i mua sn phm ny do lo ngi b ngi quen bt gp -> mong mun knh phn phi rng ri hn d dng mua khu vc xa ni mnh . 4. S tht ngm hiuTi l ngi tr, thu nhp cn thp, mun s dng sn phm bao cao su c cht lng tt, uy tn trn th trng, gi c hp l vi h thng knh phn phi ph bin. 5. tng bao qutNo OK, not OKXy dng hnh nh bao cao su OK l sn phm bao cao su gi c bnh dn, cht lng m bo, tin phong trong vic phng chng STDs v ng h quan h tnh dc an ton, thch hp vi gii tr hin i v nng ng. Bao cao su OK c ph sng rng ri v tip cn trong phm vi gn nht. 6. Chin lc Marketingnh v4Ps.Promotion K hoch thc hin nh vSn phm bnh dn, gi r.Cht lng tt.t tnh nng hn nhng sn phm cao cp khc.Dng ph bin gia nh hoc nh ngh.Nhn din thng hiu cao. VN nhc n bao cao su ngi ta ngh ngay n OK. Phn tch SWOT4Ps - ProductSn phm : BAO CAO SU OK - Xut x Thi Lan. sn phm ca Thai Nippon Rubber IndustryC mt ti Vit Nam 14 nm.C 4 dng sn phm chnh :loi thng, c hng thm, c gi, ko di thi gian.Loi 49mm thit k dnh ring cho th trng Vit Nam, thch hp vi a s nam gii Vit Nam.4PS - PriceNhn hiuOKDurexTrojanSagamiTnh nngMi thm, c gai, .Mi thm, cht bi trn, c gnSiu mng, c gn, c cht dit tinh trngMi thm, c o, siu mngGi 4000-5000VND10000-17000 VND25000-35000 VND10000-15000VND 4Ps Place 4Ps - PromotionTHNG 11THNG 12THNG 1THNG 2THNG 3THNG 4DIGITAL MARKETING(xy dng APPS, Website)M BOOTH CC TRNG HLAUNCHING PHIM NGNEVENTNVHTNCUC THI LM PHIMHP TC VI CC VLOGGERT BANNER, PRINT ADS TRN CC WEBSITE, QUNG CO TRN YANTV 4Ps - PromotionMc chChin dchThi gianPhng thcNi dungKinh ph Tuyn truyn v s dng BCSKhng BCS ng liu lnhThng 12/2013Tin hnh t cc gian hng ti 10 im trng H ln (u tin khu H c KTX)Pht BCS min ph.Game c thng (phn thng lin quan hnh nh OK nh Bt, v c in logo OK..) Game lin quan n hiu bit v quan h tnh dcNI bt bng hnh nh ngi mc hnh BCS ng tip th.500 triuTng mc nhn bit v ph sngNo OK not OKThng 11/2013 2/2014Advertising ( TVC, web, banner)c bit ch t banner/chiu qung co trn cc trang/knh truyn hnh cho gii tr nh YanTV, kenh14, facebook, Zing, Haivl, cc trang phim trc tuyn.1 t.Tng thin cm ca khch hngThng 3-4/2014Video qung coPhim ngn di 10-20 v 1 ni dung xc ng, c s dng hnh nh bao cao su OK, da vo bo ch v mng x hi chia s.200 triu 4Ps - PromotionMc chChin dchThi gianPhng thcNi dungKinh ph Tuyn truyn v s dng BCSCuc thi lm phim ngn : Bn 3/2014-4/2014Kt hp vi Thnh on v y ban k hoch ha gia nh t chc. ng vai tr nh ti tr.+ Vng 1: lm mt b phim v ch Gii tr v vn an ton trong quan h tnh dc, di t 5- 10 pht, truyn ti ni dung c ngha. Bnh chn qua website v apps (bnh chn trn apps c tnh l 2 ln bnh chn).+ Vng 2: BGK nh gi v chm im phim. 700 triuTng tng tc v tip cn thng tin11- 12/2013 Website, appsXy dng trang web BaocaosuOk.com.vn v apps di ng, c y thng tin cc ca hng i l tt c khu vc, cc tips v phng the v tnh dc.y mnh SEO, SEM.Xy dng apps di ng, ch cn bt apps v nh v GPS l bit ca hng mua BCS OK gn nht, c nhng ni dung tng t website. 300 triu 4Ps - PromotionMc chChin dchThi gianPhng thcNi dungKinh ph Tuyn truyn v s dng BCSCng OK khm phu thng 1/2014EventEvent ti NVH Thanh Nin.Gameshow vui v BCS.Nhy flashmob, talkshow.Cc khch mi ni ting tham d1 t.Gy ch , to cn st.1-2/2014Qung coK hp ng vi cc Vlogger ni ting s dng hnh nh nhn hiu BCS.200 triu.TNG KINH PH D KIN: 3,9 t VND.Cn li 1,1 t ng s dng cho cc chi ph pht sinh thm cng nh chi ph nng cp website v apps. 7. nh gi theo di hiu quTHE END.