• Please see the table below for more detail.
• In general, this marketing plan will last through out the year from October 2010 to September 2011. During this year, Ponds White Beauty plans to hold diverse activities such as advertisement (TVC, magazine,
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online website, etc.), sales promotion (sampling, gift attachment, and voucher) and PR.
• Firstly, samples will be delivered from October to November 2010. Next, there will be the gift attachment on occasions of Christmas 2010 and Valentine 2011. On the other hand, in order to reinforce for the sales promotion program, Ponds will also hold Pink Christmas which belongs to PR. In addition, Ponds will have the monetary investment on the contest combines with the attractive voucher of holiday accommodation.
All of these IMC activities of this campaign will be advertised through television, magazine, online website and even the bus stations.
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REFERENCE:
• AdMicro 2010, "Price zone: Kenh14", viewed 15 April 2010,
"http://admicro.vn/public/zone_price.php?cmd=showprice&affi_id=18&channelid=6".
• Marketing Vietnam Group 2010, "Advertising service", viewed 15 April 2010,
<http://www.marketingvietnam.net/content/blogcategory/22/25/.
• Muadulich 2010, “Singapore- Sensaito 4 days”, viewed 22 April 2010,
<http://www.muadulich.com/singapore/singapore+sentosa.htm>.
• Muctim Online 2010, "Advertising Price on Muctim", viewed 15 April 2010,
"http://www.muctim.com.vn/Forms/contact4adver.asp".
• Nielsen,2008, „Vietnam Grocery report: nielsen’, p.41, Confidental & Properietary, The Nielsen Company.
• Sammy Hotel 2010, “Special Promotion March 2010”, viewed 23 April 2010,
<http://sammyhotelvt.com/new/en/modules.php?name=News&op=viewcat&catid=2>.
• VDC 2010, "Advertising Price Hoahoctro Online", viewed 15 April 2010,
"http://www.vdcsieuthi.vn/ProductDetail/197.aspx".
• Viet Idea 2010, "HHT 2! Magazine Ads", viewed 15 April 2010, "http://viet- idea.com/images/Tintuc/Bang%20bao%20gia%20bao%20SV20".
• Vietbao, 2005, „HTV khong he ban song’, Center for Press and International Communication Cooperation, viewed 14 March 2010, < http://vietbao.vn/Van-hoa/Ong-Huynh-Van-Nam-Giam- doc-Dai-Truyen-hinh-TP-HCM-HTV-khong-he-ban-song/45162208/181/>.
• Zing Ads 2010, "Advertising Price Zing News", viewed 15 April 2010,
"http://advertise.zing.vn/html/cost/news.html".
APPENDIX
1. Review past promotion - Firms promotion capabilities:
Initially, Ponds white beauty has aimed to create an intensive marketing campaign to launch the product to targeted customers.
Historical marketing strategy:
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Advertising:
• TV: HTV and VTV from 7pm-10 pm with the TVC taken from Thailand.
• Print ads: Muctim, 2!, VTM
• Sponsorship: Passport to love movie and Golden album - music concert.
Sales promotion:
• Free sample: a small pack of Ponds were delivered at the universities in order to stimulate the product trial. Ponds believed that it is effective for them to marketing directly the product to the targeted customers who are young girls.
• Free gift for customers on special occasion.
Direct marketing:
• Experiential marketing program by putting booth in the supermarket and on the road. This program tries to create the brand name of product to targeted customers.
Contest and event:
• “Pinkish-white princess contest” attracts many teenagers as well as the youth because it can satisfy their desires which are being famous and attending the party with their idol- Noo Phuoc Thinh. Ponds used various tool to launch this contest to the customers such asmicro- site landatranghong.com, news website vnexpress, ngoisaoand Tv commercial ads. However,the final congratulation party lacked of information and received some bad comments.
Although Ponds had monetary investment on the first campaign; it cannot avoid having some mistakes in organizing. In fact, Ponds spent more on building public relationship -their basic marketing strategy through direct marketing and contest, event. However, it needs to be enhanced so that Ponds can accomplish the target more efficiently.
2. Hierarchy of marcom effects.
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(Shimp 2010)
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What's happening with Quang Vinh?
Let's watch on 15 Oet 2010!!!
3. Television Advertising:
3.1. Clip A
AT THIS TIME AND EXACTLY THIS PLACE,
A V
IOLENT BATTLE IS OCCURING...
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THE PRINCE COMES TO THE CASTLE AND FOUND
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TWO BEAUTIFUL PRINCESSES
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7
3.3 Clip C
FINALLY, THE PRINCE HAD CHOSE
PINKISH-WHITE PRINCESS...
r
Jk
• f l photo Duong V^j
LET’S CHOOSE PONP’S WHITE BEAUTY TO HELP YOUR PRINCE
REALIZE YOU
!!!!
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PONDS
white beauty
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4.2 Magazine Ads for contest.
4. Magazine Advertising 4.1 Magazine Ads
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5. Online Banner Advertising
6. Bus station Advertising
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Pond's White Beauty 1^
Booth of Pond decorated in pink
7. Sampling 7.1 Booth
Sample pack
POND'S
7.2 Horoscope message:
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8. Gift Attachment 8.1 Hippie headband
8.2 Annamite Restaurant
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10. Special Event:
10.1 Wishing Garden:
9. Sammy Hotel
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10.2 Cute notes for writing wishes:
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11. Contest
“Turn creativity into reality” Poster
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Application Form 12. Marketing Communication Cost
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Oct 2010- Sep 2011 Marketing Communications Cost
13. Marketing Communication Budgeted Expenses
Strategy Descriptions Cost/ Unit
Advertising
TGPN Cover page (50,000 issues/ vol.) $3,200/ ad/ vol.
Bus Station Ads $12,000/ year
Online Marketing
Banner Ads Main Page
Channel 14 Right Banner 350x250 $5,400/ month
Zing News Right Banner 350x250 $6,000/ month
HHT Online Great banner 578x188 $1,300/ month
Sales Promotion
Sampling $0.4/ s ample
Gift
Hippie headband Christmas Event Dec '10 $0.5/ headband
Romantic Dinner Date Valentine Event Feb '11 $100/ couple Voucher
Sammy Hotel Sea View Room $170/ couple/ night
Public Relations Contest
Travel& Accommodation Singapore 4 days 3 nights $490/ person
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Oct 2010- Sep 2011 Marketing Communications Budget
Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11 May '11 Jun '11 July '11 Aug '11 Sep '11 Total
Advertising
Ads Design $50,000 - - - - - - - - - - - $50,000
TV Ads $54,400 $108,800 $108,800 - - - - $81,600 $81,600 $81,600 $81,600 $40,800 $639,200
Magazine $7,200 $4,000 $7,200 $4,000 $7,200 $11,000 $11,000 $4,600 $4,600 $4,600 $4,600 $4,600 $74,600
Banner Ads $12,700 - $12,700 $12,700 $12,700 - - $11,400 $11,400 $11,400 $11,400 $11,400 $107,800
Bus Station $970 $970 $970 $970 $970 $970 $970 $970 $970 $970 $970 $970 $11,640
Total $125,270 $113,770 $129,670 $17,670 $20,870 $11,970 $11,970 $98,570 $98,570 $98,570 $98,570 $57,770 $883,240
Sales Promotion
Sampling $250,000 $250,000 - - - - - - - - - - $500,000
Gift - - $100,000 - $10,000 - - - - - - - $110,000
Voucher - - - - - - - - - - - $3,500 $3,500
Total $250,000 $250,000 $100,000 - $10,000 - - - - - - $3,500 $613,500
Public Relations
Christmas Event - - $60,000 - - - - - - - - - $60,000
Contest - - - - - - - $20,000 $20,000 $20,000 $20,000 $10,000 $90,000
Total - - $60,000 - - - - $20,000 $20,000 $20,000 $20,000 $10,000 $150,000
TOTAL S
UMMARY Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11 May '11 Jun '11 July '11 Aug '11 Sep '11 TOTAL
Advertising $125,270 $113,770 $129,670 $17,670 $20,870 $11,970 $11,970 $98,570 $98,570 $98,570 $98,570 $57,770 $883,240
Sales Promotion $250,000 $250,000 $100,000 - $10,000 - - - - - - $3,500 $613,500
Public Relations - - $60,000 - - - - $20,000 $20,000 $20,000 $20,000 $10,000 $150,000
TOTAL $375,270 $363,770 $289,670 $17,670 $30,870 $11,970 $11,970 $118,570 $118,570 $118,570 $118,570 $71,270 $1,646,740
% OF TOTAL 22.79% 22.09% 17.59% 1.07% 1.87% 0.73% 0.73% 7.20% 7.20% 7.20% 7.20% 4.33%
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Allocated Budget Percentage
■ Advertising
■ Sales Promotion
■ Public Relations
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