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
CONSUMERS CONCERNS: PREFERABLE FUNCTIONS
Source: Vinaresearch, 06/06/2013
Thin condom is the one target audience looking for
CONSUMERS CONCERNS: SEARCH VOLUME BY 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 are 02 brands that consumers are pro-active searching with high volume for shopping online
Source: Google Search, 2013
CONSUMERS’ NEED: 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 Men
Sumo
OK

Herman
VIP
Number One
Viva
CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION
Dot condom & woman condom are the function that audience looking for
Source: Google Search, 2013
39%
8%
48%
3%
1% 0%
bao cao su gai
bao cao su 12 con
giáp
bao cao su nữ
bao cao su bi
bao cao su mỏng
Bao cao du dày
bao cao su gai bao cao su nữ bao cao su mỏng
0
500
1000
1500
2000
2500
3000
3500
4000
2900

590
3600
260
70
10
CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION
Among 80% women in reproductive age, we have are 12% using contraception pill
Source: Google Search, 2013
Đ t vòngặ Tránh thai c đi nổ ể Bao cao su Dùng thu cố C y/dán/tiêmấ
44%
11%
8%
12%
6%
CONSUMERS’ NEED: SEARCH VOLUME BY BRAND
New choice is the Brand preferable among target audience
Source: Google Search, 2013
10%
90%
Thuốc tránh thai cấp
tốc
Viên tránh thai hằng
ngày
Yaz Tab Lindynette 20Diane 35 Regulon Novynette
0
20
40
60
80
100

120
140
20
40
50
110
70
90
10 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 CONVENTIONS: SEARCH VOLUME BY MARKET SHARE
Durex (39%) & Sagami (26%) have the most advertising information online
Source: Google Search, 2013
26%
7%
40%
1%
2%
7%
6%
8%
1%
2%
1%
Sagami
Jex
Durex
True-X
ROCK
Innova

Sumo
OK
VIP
Number One
Viva
CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
Spikes Condom & Zodiac Condom have the most advertising information online
Source: Google Search, 2013
BCS gai BCS 12 con giap BCS nữ BCS bi BCS mong BCS dày
0
500000
1000000
1500000
2000000
2500000
3000000
804000
2850000
856000
167000
203000
32800
CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
No Smell Condom & Mint Smell Condom have the most advertising information online
Source: Google Search, 2013
Táo Dâu Chuối Bạc Hà Dứa Không mùi
0
1000000
2000000
3000000

4000000
5000000
6000000
7000000
3220000
4770000
1720000
5700000
572000
6050000
CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL
HCMC have the need consume condom highest compare with other region
Source: Google Search, 2013
HCM Hanoi Da Nang Vung Tau Quang Ngai Nha Trang Hai Phong
0
20
40
60
80
100
120
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Hanoi is the place that sell condom online highest
Source: Google Search, 2013
56%
25%
4%
3%
3%
0%

3%
5%
Hà Nội
Hồ Chí Minh
Đà Nẵng
Cần Thơ
Vũng Tàu
Đà Lạt
Nha Trang
Hải Phòng
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine
Source: Google Search, 2013
Yaz Tab Gracial Drosperin Lindynette 20 Postinor Gynera Novynette Love Choice
0
20000
40000
60000
80000
100000
120000
108000
19400
76900
96800
13400
21000
1630
2350
26900

10100
672
63600
1450
22600
3060
23%
4%
16%
21%
3%
4%
0%
1%
6%
2%
0%
14%
0%
5%
1%
Yaz Tab
Yasmin
Gracial
Diane 35
Drosperin
Mercilon
Lindynette 20
Triregol
Postinor

Regulon
Gynera
Marvelon
Novynette
New Choice
Love Choice
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Yaz Tab & Diane 35 acquires 40% advertising information on search engine
Source: Google Search, 2013
WHAT COMMUNICATION SHOULD DO
COMMUNICATION
OBJECTIVES
MAKE THE TARGET & PEOPLE
WHO CAN PAY FOR THEM
EXCITED
MAKE THE TARGET & PEOPLE
WHO CAN PAY FOR THEM
KNOW