Date post: | 04-Dec-2014 |
Category: |
Business |
Upload: | youngmarketers2 |
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Marketing campaign
DOOR-IN-DOOR Group O-O
Nguyen Thi Hoang HieuLe Thao Ly
Young Marketers 2
1Door-in-door
50% feel SHY when self-buy
condom
800,000 – 1,000,000 STIs patients in 20 different diseases (1/70 mature)
2Door-in-door
Objectives
3Door-in-door
Target
- Not be controlled by family.- Lack of love, concern from beloved people.- Experience demanding.
- Lack of education and awareness.- Financial constraint: low income & high
living expenses live together with boyfriends. 4Door-in-door
Theme: Door-in-door
5Door-in-door
Strategic planning1. Advertising:
6Door-in-door
Students (Far away from family)
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One-day event: “Being students for community”
8Door-in-door
One-day event: “Being students for community”
Free paper bags with campaign logo for
each charity
item
Fashion show with
clothes made from condoms *
Music and cheerleadin
g performanc
e from universities 9Door-in-door
Chain of seminars: How to lead your life “ chất” in new culture?
10Door-in-door
Workers (in industrial zones)
11Door-in-door
Talk shows:
12Door-in-door
Health checking:
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2. Distribution channel
Budget allocation: VND1,000,000,000 * (store decoration, negotiation with supermarket, convenient stores and local stores) 14Door-in-door
Marketing channels for campaign
Common channel: Radio (Xone FM, VOV Giao thong)15Door-in-door
Time planned & Budget allocationDuration: 4 months. Budget: for the entire campaign in 2 cities
Door-in-door 16
Time Action Method Budget
1st week
-Popularize information of seminar- Invite guest speakers
-Contact universities-Youth Union, Students’ Association
VND2,000,000 (posters for seminar and leaflets for student day)
2rd -7th week
-Organize seminar in universities-Spread information about student day and ask for reservations of booth and performance
-In university campuses.- Leaflets about student day in universities.-Enroll volunteer position at seminar
VND100,000,000 (scholarship)VND15,000,000 (guest speaker)VND5,000,000 (organization expense)
8th week
-Preparation time-Recruit volunteers.- Condom collection
-Available information in FB, website.-Advertising in Xone, VOV
VND220,000,000*VND200,000,000 **
9th week
- Organize student day VND8,000,000 (meal, drink and certificates printing)
Door-in-door 17
Time Action Method Budget
10th week
-Prepare for WORKER campaign-Medicine sponsors and checking health support-Print handbooks and make paper bags
-Contact BoD of industrial zones for approval.-Contact guest speakers and doctors.- Contact social organizations for sponsor-Volunteer recruitment
VND5,000,000 (guest speakers)VND8,000,000 (handbooks and paper bags)
11th-15th week
- Talk shows combine with health check in 10 industrial zones in both HCMC and Hanoi
VND600,000,000 *VND100,000,000**
16th week
- Press release - Charity activities
-Articles and pictures about Door-in-door campaign.-Give charity to HIV/AIDS patients and orphans
VND50,000,000
Condom used: VND50,000,000Advertising costs: VND1,363,000,000Distribution cost: VND1,000,000,000
Total costs: VND2,363,000,000
Control and evaluation
18Door-in-door
Thank you19Door-in-door