Digital media plan durex
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WHAT IF THERE IS A CONTRACEPTION METHOD?
A digital strategy to get the adult
DIGITAL MARKETING PLAN
Prepared by OhYeah Communications
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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 say to
them
WHERE
HOW
where we are going
to communicate with
our target
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
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
CONSUMERS CONCERNS: CONTRACEPTION METHODS
Using condom is the first choice for contraception among target audience
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: REASON TO USE CONDOM
Ease to use is the reason people prefer to use condom
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE
Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS
Reason to choose using condom between material status difference but target to contraception, ease to use
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM
Beside the benefits, consumers are feeling not comfortable by using the condom
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: PREFERABLE BRAND
Durex & OK have the high preferable by consumers
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: PREFERABLE FUNCTIONS
Thin condom is the one target audience looking for
Source: Vinaresearch, 06/06/2013
CONSUMERS 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
50
Jex
Durex
True-X
170
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 volume for shopping online
Source: 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 su nữ
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% using contraception pill
Source: Google Search, 2013
CONSUMERS’ NEED: SEARCH VOLUME BY BRAND
140
10%
120
110
100
Thuốc tránh thai cấp
tốc
Viên tránh thai hằng
ngày
90%
90
80
70
60
40
40
20
120
110
50
30
20
10
Diane 35
20
10
0
Yaz Tab
40
Lindynette 20
Regulon 0
20
Novynette
New choice is the Brand preferable among target audience
Source: Google Search, 2013
CATEGORY CONVENTIONS: ADVERTISING INFORMATION
3000000
2680000
2500000
2000000
1760000
1500000
1000000
447000
500000
440000
90900
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
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
3000000
2850000
2500000
2000000
1500000
1000000
856000
804000
500000
167000
0
BCS gai
203000
32800
BCS 12 con giap
BCS nữ
BCS bi
BCS mong
BCS dày
Spikes Condom & Zodiac Condom have the most advertising information online
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
7000000
6050000
5700000
6000000
4770000
5000000
4000000
3220000
3000000
1720000
2000000
1000000
572000
0
Táo
Dâu
Chuối
Bạc Hà
Dứa
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 SHOPPING
3%
3%
0%
3%
5%
4%
56%
25%
Hà Nội
Hồ Chí Minh
Đà Nẵng
Cần Thơ
Vũng Tàu
Đà Lạt
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
2350
Postinor
672
1450
3060
Gynera
Novynette
Love Choice
Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
0%
5%
Yaz Tab
1%
Yasmin
Gracial
23%
14%
Diane 35
Drosperin
Mercilon
0%
2%
Lindynette 20
Triregol
6%
4%
Postinor
1%
Regulon
0%
4%
Gynera
Marvelon
Novynette
3%
16%
New Choice
Love Choice
21%
Yaz Tab & Diane 35 acquires 40% advertising information on search engine
Source: Google Search, 2013
