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