marcom imc plan ponds

RMIT INTERNATIONAL UNIVERSITY VIETNAM

MARKETING COMMUNICATION_MKTG1257

IMC PLAN PONDS WHITE BEAUTY

Lecturer: Melvin Fernando

Team: Panda

Nguyen Lien Mai Khanh- s3192884

Phan Tran Bao Ngoc- s3246578

Chu Minh Hien- s3209786

Nguyen Thi Thuy Van- s3220648

Nguyen Thi Thanh Thuy-s3209797

Huynh Thi Tu Trinh- s3209675

Group: 2

IMC PLAN IMC Plan

Table of Contents

EXECUTIVE SUMMARY ............................................................................................................................................... 3

INTRODUCTION .......................................................................................................................................................... 5

STAGE 1 ...................................................................................................................................................................... 5

1. SITUATIONAL ANALYSIS ................................................................................................................................. 5

2. MARKETING AND PROMOTION/COMMUNICATION OBJECTIVES ................................................................. 9

3. COMMUNICATION BUDGET ......................................................................................................................... 11

STAGE 2 .................................................................................................................................................................... 11

1. ADVERTISEMENT .......................................................................................................................................... 11

2. SALES PROMOTION: ..................................................................................................................................... 16

3. PUBLIC RELATION: ........................................................................................................................................ 20

4. MEDIA PLAN ................................................................................................................................................. 24

APPENDIX ................................................................................................................................................................. 27

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EXECUTIVE SUMMARY

This report is implemented to perform the background information of POND‟S WHITE BEAUTY brand

based on its current situation, competitor analysis as well as future marketing and promotional

objectives under techniques of marketing communication‟s theories. Due to it, finally we can come up

with the Integrated Marketing Communication program including Advertising, Sales Promotion and PR

for this brand.

In Stage 1, for internal analysis, Pond‟s provide completely 3 main parts of product. These are core

product (beauty and confidence), actual product (package‟s design, pinkish-white style) and augmented

product (warranty, instructions). Pond‟s white beauty focuses on urban cities where having a large

number of teenagers and young girls who own medium income (200-250$/month). Moreover, this report

also analyzes the Psychological and Behavioral sequence model of Pond‟s target customers.

As a new whitening cream market in Vietnam, Pond owns 19% market share in 2007. With the

application of 4Ps, the comparison between Pond‟s and its competitors including Nivea, Olay and

Essance will be presented. In Environmental analysis, this brand is determined as getting many potential

advantages when living standard and technology development is increasing in Vietnam and more

women concern about their beauty. Besides it, weather and climate can be a serious consideration for

Pond‟s.

With the investment $1,700,000 on marketing campaigns, such as TV ads, magazines, OOH activities,

sales promotion and PR, Pond is believed to reach 26% market share and growth rate 15% as well as

raising 90% brand awareness in the end of 2011. Also, building a positive attitude ranges from 32-35%

of target customer and raising brand loyalty to more than 20%. A communication budget will be then

indicated.

In order to reach the objectives in Stage 1, the report comes up with a detail media plan. In

Advertisement strategy, a TV clip for Pond‟s white beauty will be developed with 3 sub parts named

“Rescue Pinkish-white Princess”. These 3 clips will be shown in the order: 10, 15, 25 October 2010 on

TV after the first one is posted on YouTube 1 weeks to get the audience‟s curious and attention. Also, it

IMC PLAN IMC Plan

is presented on Magazines for teens and young girls, like 2!, Hoa Hoc Tro as well as Online banners and

bus station.

For Sales Promotion plan, from 15 Oct to 25 Nov 2010 we created the pink trees located at Pond‟s

booths in cinema, shopping mall, high schools and music concert for customers to come and receive

Pond‟s sample combined with the horoscope following their birthday. In special event, customers will

get free Hippie headband in Christmas holiday and 10 free meal tickets in the night of Valentine. From

the time June to September, to increase sale volume, we offer a voucher for 2 people to have a free trip

to Vung Tau city in 2 days including free hotel and meals. When customers buy a set of Pond‟s, they

will get a lucky card inside to scratch.

In PR strategy, from 19 Dec 2010 to 1 Jan 2011, a Wishing Garden event will be occurred in central of

city. People will come to pink Christmas trees in this garden to write down their wish and hang them on

trees. These notes will be collected in 2 weeks and then put into a pink castle to take to sky by the

balloons. The second event called “With pond‟s white beauty,

Reach the top of creativity!!!” by running 2 contests. One is “Turn your ideas into reality” for all

Vietnamese students who will create a scripts for Pond‟s TV clip. Five copywriters with excellent scripts

will be provided 50 millions each to shoot the clips. The other contest is finding girl models for those

recording video clips. They will take photos with Pond‟s cream and attack Pond‟s package plus

application form to send to Pond‟s office. The winners will receive free trips, chances to work with

Unilever and other big rewards.

Lastly, a total media plan diagram and budget will be performed.

IMC PLAN IMC Plan

INTRODUCTION

After the first campaign, Ponds is successful in raising product awareness to the customers although it

could not avoid having some mistakes during the organization. Indeed, this report aims to create an IMC

plan for Ponds White Beauty through applying tools such as advertisement (TVC, magazine, out-of-

home), sales promotion and public relationship in order to increase more sales for the product. Actually,

the sales promotion and PR will be spent more to induce the purchase from the customers. Stage one of

this report will review the current situation of Ponds and state the objectives of new marketing

communication campaign. Moreover, in stage two, the strategies of each marketing tools will be

analyzed with more details about the time duration, the activities and the budget.

STAGE 1

Advertising and Promotional Plan is going to increase the sales volume of Pond’s White Beauty

and raising brand loyalty.

1. SITUATIONAL ANALYSIS

1.1 Internal :

1.1.1. Product analysis:

Core product:

This is the most basic level of typical products. Actually, customers buy Pond‟s as a tangible

product, but what are they really getting? Generally, every girls buy cosmetic, especially skin

cream in order to make them more beautiful. Therefore, the core product of Pond‟s is aim to

give the girls beauty and confidence in their life.

Actual product:

Pond‟s product concerns about the design of package (square paper package covering a

round cream box) and pinkish-white style to differentiate their products from the other

competitors. Its brand name, styling and features have been combined carefully to deliver the

core benefit of caring about girl‟s skins.

Augmented product:

It‟s related to the warranty and additional customer services providing. Inside the package,

Pond‟s has offered a paper of instructions on how to use the products, also the phone

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numbers and website for customers to contact if there are any problems or misunderstand

about Pond‟s white cream.

1.2 External :

1.2.1.Customer analysis:

A. TARGET MARKET

Geographic:

Focus on urban areas throughout Vietnam, especially the big cities, like HCM city, Hanoi or

Danang.

Demographic:

Age: teenagers (15-19 year olds), young girls (20-27 year olds).

Gender: only female.

Occupations: students, officers.

Income: medium (200-250$/month).

Behavioral:

Customer‟s past behavior: prefer cream helping their skins whiter with affordable prices.

Brand loyalty: medium (customers easily switch to the other cosmetic brands).

Attitude towards product: Pond‟s comes from Unilever, fifth most profitable Personal care

property. So, customers trusted in brand name and the quality.

Psychographic:

Country of origin: Normally, customers often prefer products from Europe, USA or Japan

because of their quality and safety standard. Pond‟s comes from Uniliver which is a famous

corporation in England; therefore, it is trusted in good quality.

Lifestyle: Pond‟s is suitable for 2 kinds of customer: Strivers and Experiencers

Strivers are trendy and fun loving. This type of people is likely teenagers or young girls

because they are concerned about the opinion of their friends or families when they

decide to buy something, like cosmetic. They often like shopping as their social activity

which is also a habit of young girls.

Experiencers are motivated by self-expression. This characteristic is suitable for

teenagers who want to express their beauty and personalities by owning a good looking

and cool stuff. Also, they want to spend money on fashion, entertainment and socializing,

especially cosmetic- white cream like Pond‟s.

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B. BEHAVIOURAL SEQUENCE MODEL: CPM (Consumer Processing Model):

1.2.2. Competitor analysis:

Pond's19%

Olay15%

Nivea12%

Essance6%

Other48%

STAGE 1: Being exposed

to information

-Deliver the message

“shining pinkish-white”

regularly.

-Use TV ad, magazines,

banners, posters, design

of packages to present

the brand’s message.

STAGE 2: Paying attention

-The brand message is high

relevant to the interest of girls

wishing to own a pinkish white

skin completely catch their

conscious attention.

-The TV ads used the pink-white

background and movement to

easily catch consumer’s

eyeshigh level of attention.

STAGE 3: Comprehending attended

information

-Consumer’s perception can analyze

features of Pond’s (round box, pink

and white colors, 50g size).

-Active synthesis: Pond’s is sold at

supermarkets, convenient

storeslikely for customers to

perceive Pond’s as good quality with

affordable price.

STAGE 4: Agreeing with

comprehending

information

-Pond’s used endorsers –

Tuyet Ngoc model

(Vietnamese famous

person) to enhance the

message credibility it

created realistic evidence

that helping girls to own a

pinkish white skin.

Enhancing high level of

agreement with brand’s

message.

STAGE 5: Retaining accepted

information in memory

- Sensory stores: remind customers

with smell and touching (soft cream).

-Short term memory: message:

”shining pinkish white” is repeated

many times in media to help customer

remember Pond’s unique

characteristic.

-Long term memory: remind customer

with basic knowledge (good quality

cream with affordable price to make

you shining and confident)

STAGE 5: Retrieving

information from

memory

-Pond’s uses a small rose

symbol with the pink and

white background in

their ads to differentiate

with competitors.

High in imagery

represented in

customer’s memory.

Success in applying

dual-coding theory.

Market share

Whitening Product in 2007

Other whitening products include

Biore, Hazeline, Thorakao, E 100,

Feiya, Eversolf, Kaila,etc.

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Whitening Products

4Ps POND’S

Pond’s White Beauty.

OLAY

Olay White

Radiance.

NIVEA

White Extra Cell Repair

ESSANCE

Lacvert Essance

Aqua

Lightening

Product - making brighter skin

with the formula of Pro-

Vitamin B3 and

Lycopene component.

- using an ingredient to

protect skin from sun‟s

damaging rays and gives

the natural pinkish

bright skin to females.

-make a whitening

skin, reduce spot

and pore.

-Especially, with

the formula of SPF

19 can protect skin

from UVA/UVB-

main reason

making suntanned

skin.

-with component of

licorice extract and

Vitamin C&E will make

brighter skin.

- also protect skin from the

sunlight.

- with the

formulas of triple

action helping to

reduce melanin,

regenerate

function of skin.

-making skin

becomes white

and smooth.

Price - Facial Foam: 25000

VND

-Toner: 44000 VND

- Cream: 53000 VND

- Foam: 34000

VND

- Cream: 105000

VND

- Cleansing Foam: 23000

VND

-Day cream: 65000 VND

- Night cream: 65000

VND

-Cleansing foam:

40000 VND

-Toner: 90000

VND

- Cream: 105000

VND

Promotion

Advertising on TV,

teenager and young

adult magazine, online

newspaper.

- Sponsor for TV series

movie, Passport to Love

and event Golden

Album music concert.

Advertising on

TV, magazine for

woman, online

newspaper.

-Sale Promotion:

lucky draw for

promotional

products.

Using various below the

line routes and identifies

ways of talking to

teenagers directly.

-Launch an interactive

online magazine call FYI

(fund, young and

independent) to raise the

awareness of the brand.

Advertising on

newspaper,

magazine

-Opening

conferences to

introduce new

products.

-Sale promotion:

reduce price, gift

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attachment.

Place - Pond‟s products are

sold in convenience

store, cosmetic

merchandise and all

supper market in

Vietnam.

-Product is sold in

convenience

stores, cosmetic

store and all

supper market.

-product is sold in super

market, grocery and

cosmetic store.

Essance is sold in

super market,

cosmetic store

and Debon Total

Cosmetic system.

1.2.3. Environmental analysis:

Economic factor: This factor has strong effect on cosmetic industry. The economic situation

can have direct impact on consumer spending power and the input for the cosmetic industry. For

example, when the economy has to face with financial crisis, it will lead to reducing in

purchasing power. Vietnam with economic growth and higher standard living in recent years has

led to increase the purchasing power. Furthermore, a country with large population like Vietnam

is a favorable destination for more and more new products.

Social factor: the changes in social trends can influence on the demand of cosmetic products.

Fortunately, woman in today society become more and more concern about their beauty, so the

cosmetic industry could be a very potential in development. Moreover, the aging population can

impact on demand. For example, Vietnam is a young population country with more young

people than the older people, so it will be a high demand for beauty products.

Technological factor: It is important for the cosmetic industry to find new raw materials which

are friendly with human skin and also bring the certain effectiveness during the usages.

Environmental factor: the weather and climate also affect to the cosmetic industry. Each region

has different whether with different types of skin so they must be sure that the products can bring

effectiveness for customer in that area. For example, Pond‟s target the Asian market, so their

products need to have the function of protect skin from the sunlight. Moreover, the

manufacturing process must have no impact to the environment.

2. MARKETING AND PROMOTION/COMMUNICATION OBJECTIVES

2.1. Market share and sales volume:

IMC PLAN IMC Plan

Reach 26% market share in the end of 2011.

Growth rate annually is 15%.

Invest $1,700,000 in marketing campaign like ads on TV, magazines and newspapers and OOH

activities; focusing on sales promotion and PR to increase 30% of sales volume and building

brand image.

Marketing campaign takes 1 year from October 2010 to October 2011 because of Holiday

obligations such as Mother‟s Day, Teacher‟s Day, Christmas, Tet Holiday, Valentine and

Women‟s Day. That is the best time for us to promote Sales promotion. Furthermore, June, July

and August is summer holiday, thus, this is great opportunities for us to attract our customers join

in contest with us.

Success on raising brand awareness to more than 90% by fulfills customer satisfaction and

customer expectation. From that, we will live up the positive attitude toward.

2.2. Communication effects sequence:

The hierarchy of effects are based on assumption that when consumers exposure to marketing

communication, they would pass through a sequence of steps. Please refer to Appedix 2 of

Hierarchy of marcom effects (Shimp 2010). Then, the objectives of communication effects sequence

are as follow,

From Unawareness to Awareness:

To increase overall attention and awareness of Pond‟s White Beauty to at least 90% of

target customer (teenagers and young adult).

From Awareness to Expectation:

Enhance customers‟ knowledge of the product; specify clearly what they can expect from

buying and using Pond‟s White Beauty, by ensuring to use a clear, single message for many

marcom tools.

The message must clarify the product‟s unique characteristic-“providing you a healthy,

pinkish-white skin, not an unnatural white one”.

Ensure the message can reach up to 82% of target market.

From Expectation to Trial

Providing chance for target customers to try the product, by giving sample.

Ensure the sample is given in at least some big universities, high school as well as

supermarkets.

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So that the trial rate could range from 45-50% of target customer.

Enhancing Attitude and Belief

Reinforcing good attitude and belief of our brand and product, by not only the product

quality, but also by performing a good job in other relevant activities, such as the Pink

Christmas event and Contest.

Promoting the brand image “Pond‟s White Beauty brings you a shining rosy-white skin as

you wish”

To build a positive attitude and belief in at least 32-35% of customers

Affecting Purchase Behavior and building Brand Loyalty:

All above marcom efforts are to ensure the increasing in the market share up to 26% in

target segment.

To build up Pond‟s White Beauty loyalty rate at more than 20% in target customers.

3. COMMUNICATION BUDGET

Please refer to Appendix 12 for more detail.

STAGE 2

1. ADVERTISEMENT

1.1. Objectives:

Raise consumer’s interest about a new marketing strategy in 2010 for Pond‟s in Vietnam.

Improve the unique image of the product that is Pinkish- white Princess.

Generate Word of Mouth to ensure 70% of teenagers or young girls who are Pond‟s target

customer will discuss and mention about the clip with their friends every day.

1.2. Strategies:

1.2.1. Television:

Pond‟s White Beauty develops a story called “rescuing pinkish-white princess”. The TV clip will

be divided into 3 sub clips to show at 3 period of time on TV with the aim of raising viewer‟s

interest.

Besides it, the first clip (Clip A) will be posted on YOUTUBE within 1 week before it is shown

popularly on TV. We choose YouTube because it‟s the most famous online website globally

specializing clips which has 100 million viewers. Therefore, Pond‟s clip might raise the notice

IMC PLAN IMC Plan

firstly in network citizen and we can get their evaluation from it. Moreover, it does not require

financial element.

Our strategy about TV ad relates to historical vestiges which has Prince and Princess, in order to

suit with Pond‟s White Beauty„s unique image as well as teenagers who still have day-dreaming

ob being a Princess.

We invite Quang Vinh singer to play Prince Role, as his nickname is Nightingale Prince, and

also his image, as a handsome, sweet guys, is very appropriate of being a prince. Moreover, he

has thousands of fans who are teenagers.

CLIP A (15s): 10 October 2010

The scenes in Clip A reflect a violent fighting between Quang Vinh as Prince and the soldiers in

15s, firstly shown in YouTube, and then launched on TV.

Also, the text “What is happening with Quang Vinh?” are appeared in the clip.

Moreover, this clip will not show the Pond‟s symbol, combining with the excited music to make

the viewers be more curious and continually wait for the second clip.

This would create word of mouth, there would be a lot of discussion, comments about what is

going on, is there a new movie of Quang Vinh, is it his new music video, etc. People would talk

about it. They might not even think of is as an advertisement.

Please refer to Appendix 3.1 to see the pictures to have more detail about the scenes.

CLIP B (15s): 15 October 2010

The second clip will be shown 5 days after Clip A was launched on TV. Actually, 5 days are not

too long and too short because the first clip had posted on YouTube in 1 week. As a result, a

numbers of teenagers had been familiar with this.

Clip B will be a combination of the scenes in Clip A which is cut shorter from 15s to 7s and

added the continual scenes. We have to do this because we want to help people who did not

watch the fist clip to catch the whole story of Pond‟s clips.

At the end story of Clip A where Quang Vinh fights with the soldiers, Clip B begins with the

success of the Prince. In other words, he wins and take his first steps into a castle where there are

even 2 princesses waiting.

Both of them are so beautiful and need to be rescued. At this time, the clip will end and so, one

question will be appeared “Who will Quang Vinh choose to rescue?” The purpose of Clip B is

also getting the customer‟s interest to make them waiting for the next clip.

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This again raises attention and curiosity. As it is shown on television, some might think is could

be an advertisement, but they still keeping talking and guessing what product it advertises for.


CLIP C (30s): 25 October 2010

This last clip contains the complete story of rescuing pinkish-white princess which are combined

the scenes from Clip A and B to help viewers understanding clearly about the clip.

It is shown 10 days after the second clip was launched on TV.

Clip C will begin from where Quang Vinh fights against the soldiers to the time he found 2

beautiful princesses. Continually, this clip is going to provide the last decision from Quang Vinh-

the prince to choose which Princess to rescue.

As a result, he comes to the left one who is Pinkish-white Princess to rescue her.

Moreover, the text will appear in front the clip “Let‟s choose Pond‟s white beauty to help your

prince realize you!!”

Then, the product Pond‟s White Beauty appears with the unique message:” Pond‟s White

Beauty, waking up your shining beauty, bringing you a rosy-white skin as you wish. Shining an

confident every step you walk”

The clip influenced teenager‟s psychology that they wish to become a Princess and find their

charming Prince. So, the story raises attention, and belief that the girls who use Pond‟s white

beauty will find their own Prince and get the success in life.


Time:

Each clip will be shown 2 times every day on HTV7 and VTV3 (most popular channels) from

7pm to 10pm because this time has a lot of teenagers watching.

Clip C will be shown everyday within 2 months from 25 October 2010 to 25 December 2010.

Total Budget: $640,000

Evaluation and Control:

According to TNS (England), there is 60% Vietnamese watching TV in “golden time” (from

8pm to 10pm). Besides that, numbers of teenagers is over 35% of total Vietnam‟s population

(Nielsen, 2008). Based on that, we can assume that nearly 8,000 young girls in Vietnam getting

notice from watching Pond‟s advertisement clip on TV. This percentage might plus the number

of teenagers reading magazines, going online to help us attracting a lot of target customers.

IMC PLAN IMC Plan

Moreover, as Pond‟s advertisement posting on YouTube 3 months ago has about 1,300 viewers,

our strategy that posting Pond‟s clip there firstly might increase the numbers of viewers because

at this time, teenagers prefer to use Internet rather than other media.

Also, we can get the feedback from their rating or comments to improve our advertisement

1.2.2. Magazines:

HHT 2!, Yeah1 Teen and The Gioi Phu Nu.

These are monthly magazines specialized for teenagers and young woman.

Compared to other magazines, they have the highest number of issues per volume which can

bring the ads to the eyes of more prospects. This print media will be used throughout the year,

however, in each month, advertisement should appear in different magazine.

The 2 months period to the contest and event, ads will appear in all 3 magazines with consistent

design and message. It shows a nice looking female with pinkish white skin using Pond‟s. The

text section will highlight the advantage of the products or can be replaced with other content

such as interviewing some teenage idols about their experiences of using Pond‟s (refer to

Appendix 4.1).

Besides, this ad can also be placed where photographs and print ads are appropriate such as

newspapers, internet or point-of-purchase displays. The content will be changed for the event and

contest advertisement, it highlight the information such as time and location of the event together

with the application form (refer to Appendix 4.2). The advertisement is one full-color page

(21cm width by 27cm depth)


Evaluation:

Both 2! and TGPN are long times established magazines with a lot of subscribers throughout the

country, we can expect the ads will approach to many potential customers.

Although Yeah1 Teen is a new magazine, its target market is exactly what Pond‟s are aiming to

which is teenagers. The right target readers can surely bring higher success for the ads.

CPM:

HHT 2! CPM $1,900/ 169 = $11.24

Yeah1 Teen CPM $800/ 18 = $44.44

TGPN CPM $3,200/ 50 = $64

1.2.3. Online Banner:

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Channel 14, Zing and HHT Online

These websites are popular for younger with high-traffic.

Nowadays, youths spend more time online therefore internet media is another effective tool to

target this segment. This medium can greatly help attract more visits into Pond‟s websites by

clicking on the banner. Since it would be less costly and time consuming to design and update

new online banners, they will be use to reflect every new promotions or upcoming events of

Pond‟s through the year.

Content of the banner will depend on the kind of activities carrying on that month. One 300 x

250 right banner will be placed on main page of the site so it can capture people‟s attention

easily (refer to Appendix 5). In the idle months, this medium will be cut out to save cost

Total Budget: $ 108,000 per year

Evaluation:

Since each banner is linked to Pond‟s White Beauty website, the effectiveness of this media will

be measure by comparing the traffics to Pond‟s before and after the campaign.

We can also track down how many visitors come from each site to develop a better online

strategy. Another element is an increase in the number of users registered at our website over the

year.

CPM:

Channel 14 CPM (per month) 14 $5,400/ 16,641= $0.32

Zing News CPM (per month) $6,000/ 28,523= $0.21 (TM=60% → CPM-TM = $0.35)

HHT CPM (per month) $1,300/ 1,725 = $0.75

1.2.4. Out-of-Home:

Bus station

Bus stop ads are the cheapest medium compared to others but not less effective.

Pond‟s billboards will be placed at the bus station located around district 1. This city centre has

very high traffic and a lot of entertainment places so it could easily appeal to young people. The

content will be similar with other media to make it consistent. It shows the product is shining and

it makes the skin of a young woman brighter (refer to Appendix 6).

For the ads to be more eye catching to remind people, the bus station would be painted in pink

and decorated as a castle – an image that associated with Pond‟s event. It will not carry any

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specific promotion to prevent outdated information since it would cost much time to change the

billboard image.

Total Budget: $12,000 per year

Evaluation:

As this advertising is used to support the entire campaign and is exposed to the masses, there is

no possible way to measure the impact of this strategy.

However, some factors such as good location and visually pleasing ads can promise to create

positive impact. For instance, since there are always traffic jams at rush hours in district 1, we

could have a lot of audiences trapped by slow moving traffic.

In general, inquiry tests can be applied to evaluate the effectiveness between these media. To illustrate,

when people go to the Pond‟s website, there will be a one question survey such as “how do you know

about our website”, some possible answers can be magazines, TV etc. Besides, we can also receive

responses from people who participate in our activities. For example, the similar question like “how do

you know about this contest” will be printed on the application form.

2. SALES PROMOTION:

2.1 Objectives:

Increase product awareness to the customers combined with boost up the sale by 30%.

By create attractive promotions program, it is believed to be effective in increasing the trial of

product.

The more chance for consumers try the product, the more loyalty customers Ponds has.

2.2 Strategies:

2.2.1 Sampling

“DISCOVER YOUR NEW DAY WITH POND’S WHITE BEAUTY”

Time: from the end of October (15/10/2010) to the end of November (25/11/2010), it will occur

at the same time of broadcasting new TVC of Ponds White Beauty. This sampling program can

reinforce the image of Ponds as well as encourage the sales effectively.

The booth will be decorated in pink which is consistent with the Ponds White beauty image

(please refer to Appendix 8.1 for Booth‟s picture.

IMC PLAN IMC Plan

The package of sample will be redesigned from traditional small pack to small tub in order to

enhance the durable of product.

At the booth, Ponds will have some sample trees, hanging the small pink packs that include the

free sample and the horoscope information (refer to Appendix 7.1). The message of this

sampling program is “Discover your new day with Pond‟s White beauty”. It goes along with the

message on TV ads, as shining every step you walk, and make your every single day colorful.

The customers will be attracted by decorative booth; moreover, they will come to the tree and

find the horoscope following their birthday (refer to Appendix 7.2).

The salesperson will play a new role which is guiding the customers the way how to use Ponds

most effectively instead of traditional role- delivering free sample.

The booth will be put at many places in big cities, such as Ho Chi Minh City, Ha Noi, Da Nang.

For example:

Youth culture house.

Cinema such as Megastar Hung Vuong, Galaxy Nguyen Du, Nguyen Trai etc.

Shopping mall (Saigon square, supermarkets).

High schools (Le Hong Phong, Le Quy Don, Nguyen Thi Minh Khai).

Universities ( Educational university, Social science and human university)

Concert music (Hoa nhip ban tre): besides distributing the free sample the customers will

also receive a fan with image of Pond‟s White beauty so that it not only make the audience

feel comfortable during the concert but also can bring the image of Pond‟s white beauty

easily to the consumers‟ mind.

It is believed effective in attracting the customers go to Pond‟s booth to get free sample

because:

The sampling program happens at the time of broadcasting the ads on TV so the consumers

will have more motivation and intention to try the product. Moreover, during this time there

is Vietnam women day (20-10).

Decorating pinky booth combined with giving the horoscope information will make the

customers be curious and come.

Being different from the normal way of delivering sample, Pond understands the psychology

of their targeted customers who are teenagers and the youth, Pond include in the sample the

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horoscope- the information about feeling, activities on that day. The customers especially

teenagers will feel curious and interested in this program


Evaluation:

ROI for a sampling investment:

1. The total cost of sampling: With the wide distribution of sampling program. Ponds plan to

deliver 1,000,000 units and the cost of each trial-sized unit is $0.4. Thus, total cost is

$400,000 ( i.e. 1,000,000 times $0.4)

2. Calculate the profit per unit: We assume that average four units will be purchased per year

and the profit which is calculated average among the set of Ponds White beauty is $0.8.

Thus, each customers will bring the potential profit is $3.2 (i.e. $0.8 multiply 4) when they

become repeat customers of our brand.

3. Calculate the number of converters: $400,000/$3.2= 125,000 units.

This means that 12.5% conversion rate to break even (i.e. 125,000/1.000,000= 12.5%)

4. Determine the effectiveness of the sampling:

In order to ensure the success of sampling, the conversion rate has to exceed the break-even

which is from 13% to 18%. Therefore the minimum of 162,500 people must become the

users of Ponds White beauty after trying the sample. (i.e. 125,000 times 1.3) in order to

cover the cost from sampling investment as well as increase sales and increase the profit.

We can evaluate this sampling program through:

The program occurs parallel with the time broadcasting new TVC of Ponds White beauty on

television. Moreover, because of new method of delivering sample, generating the Word of

mouth can help the program more successful. The more people come to the booth to get

sample, the more brand awareness Ponds raises.

We can compare the sales before with the sales after the sampling program happening.

2.2.2 Gift Attachment

Purpose is to increase the sale volume directly by create interest for buyers in some special

events:

In the Christmas event, we will launch a gift attachment campaign from the middle to the end of

December. When the customers buy a set of Pond‟s White Beauty, they will get a lovely Hippie

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headband (refer to Appendix 8.1). This might attract many teen girls because Hippie headband is

a new trend in recent months and it is forecasted to still be liked until the end of this year.

In the Valentine event, the gift attachment will be implemented in a different way with more

interesting. The gift will be 10 free meals for 10 couples in the night of Valentine „day. The free

meal ticket will be put inside a set of Pond‟s White Beauty. The location is Annamite Restaurant;

it is a French restaurant which is especially designed for couples in romantic meals with

candlelight (refer to Appendix 8.2). This might attract many teen girls and also teen boys to buy

Pond‟s white Beauty. For those teen boys, they can buy Pond‟s as a gift for their girl friend and

also get a chance to be one of the 100 lucky couples. This promotion will be scheduled from the

middle of January to before the Valentine‟s Day.


2.2.3 Voucher

Time: from June to September.

There is no special event at this time, so we plan to increase the sale volume by giving a holiday

accommodation voucher. Moreover, this summer time, people usually to the beach and enjoy the

shining.

When customers buy a set of Pond‟s White Beauty, they will get a scratch card inside the

package and if they are lucky to win, then they can contact with us to get the voucher.

10 lucky customers might have a chance to spend 3 days traveling to Vung Tau City and they

will be stayed in 4 stars hotel for free. The hotel, which is Sammy (refer to Appendix 9) might

bring meaningful holidays for them because the hotel is located near the beach and customers

will be served meals and beverage.

Each voucher will be available for 2 People. This sale promotion might attract strong attention

among buyers because it is implemented in the summer season, a free holiday voucher could be a

very excited thing.


Evaluation and control for Gift Attachment and Voucher

Observing the consumer behavior respond when they buy Pond‟s products. It is important to

know that consumers get interest in the gift attachment.

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Recording the respond from retailers and whole sellers when the gift attachment and voucher

campaign are implemented. They might provide the current sale situation which can evaluate an

effective sale promotion or not.

With the holiday accommodation voucher, we can send an email to the winner after the get the

travelling. We can ask about their opinion and feeling to measure their satisfaction.

Recording the sale volume, the higher sale volume proves for the effective sale promotion. We

can compare the sale data before and after the sale promotion campaign.

3. PUBLIC RELATION:

3.1. Objectives:

In cooperate with other marcom tool to improve brand awareness from 70% to more than 90%

of total target customers through the launch of Ponds Wishing Garden and Ponds White Beauty

Contest

Reinforcing the Brand by maintaining positive relationships with our target customer and

building a strong image of Ponds White Beauty. Promote brand image “Pond‟s will bring you

rosy skin as your wish”

Creating interest in event and contest activities, encourage customers come to store and buy

Ponds to join the contest.

Increase brand loyalty.

3.2. Strategies:

3.2.1. Special Event:

GREETING SEASON - WISHING GARDEN

Enjoy the first Pink Christmas in Vietnam with Pond’s White Beauty

Time: from 19/12/2010 to 01/01/2011 at Diamond Plaza, creating a Pink Christmas with

Pond‟s Wishing Garden.

All the place is decorated in pink – the color of Ponds White Beauty (refer to Appendix 10.1)

In the Wishing Garden, placing many pink Christmas trees; everyone can come, write down

their wishes in a pink beautiful note and hang them on these trees (refer to Appendix 10.2).

They could also take pictures with pinkish glorious design and beautiful Christmas girls in

cute, pink dress (refer to Appendix 10.3).

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Next to the garden is a batch of hundred colorful balloons attached with a small, pink Ponds

castle. After 2 weeks collecting wishes, in the first day of the year, all the wishes will be put

into the castle and the balloons will take them to the sky (refer to Appendix 10.4) .

In the micro-site pondswhitebeauty.vn, also creating a virtual wishing garden, for those who

cannot come directly to Ponds Wishing Garden at Diamond Plaza.

Promote the message: Pond‟s White Beauty-shine your skin-shine your life. Pond‟s White

Beauty brings you confident and shining, makes your life interesting and colorful. Now Pond‟s

White Beauty is honor to be part of making your life more meaningful by giving greetings and

wishes to your beloved ones.

This will attract a lot of people, especially our target customer

Organized in central of the city, with high traffic

In Christmas and New Year holiday, people usually send out card, go to church and to the

pagoda, to make a wish for themselves, for their family, friends, etc.

In this season, the hotels, the malls and all the streets around are decorated very beautifully,

attract thousands of people.

About 80% of people who come down to the central streets to take pictures and celebrate the

holidays are teenagers and young adults.

Raise attention and curious as they usually heard the term “White Christmas”, not “Pink

Christmas”, then attract more people to come and discover.

All people could celebrate the Christmas holiday, regardless their religion, but only the

Christians have chance to decorate the Christmas tree at home, this would be interesting for

others to feel like they involve in the holiday by placing their wish in the tree.

Attract the media, press

Budgeted cost: $60,000

Evaluation:

Personal contact: choose random customers, who come to the Wishing Garden, ask their

opinion about the event. What they like the most, what they dislike, is there anything else that

they expect to have in this kind of event.

Counting the number of cards, note that is used to see how many customers actually enjoy and

involve in the events

Based on sales volume: if the sales increase, then the event is successful.

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3.2.2. Contest:

WITH POND’S WHITE BEAUTY,

REACH THE TOP OF CREATIVITY!!!

In order to reach objectives set up, Pond‟s organizes the contest not only for increase sales volume

but also creates useful playground for its target market. Contest will run from May to September

2011 and is divided into two states:

*Stage 1: running “Turn your ideas into reality” and “Pond‟s Icon” contest from 1/5/2011 to

30/7/2011. Two activities run parallel.

Turn your ideas into reality Pond’s Icon

At the beginning of May, Pond’s advertise contest through communication channels such as

pondswhitebeauty.vn, 2! Magazine and TGPN

Participations All Vietnamese students who are

studying at high schools and

universities

Girls who are from 15 to 25 years old

Purpose Participants will come up with the

creative brief and ideas of television

advertisement scripts for Pond‟s White

Beauty.

Looking for the models for recording video

clips which winning participants of “Turn

your ideas into reality” contest.

Requirements The ads scripts have to convey

advertising ideas clearly in writing,

representing the brand‟s image

efficiently “Pond‟s- natural pinkish

white skin”, captures attention,

inventively and originality. Deadline

submission on 30th

June 2011.

Girls will show “Pond‟s moment” which is

the best expressive with Pond‟s product.

Photos (13*18 cm, without using

Photoshop) along with application form

from 2! Magazines, attaching Pond‟s White

Beauty package and ship it to Pond‟s office

(refer to Appendix 11).

Duties of

winners

At middle of July, Pond‟s chooses Five

highly regarded copywriters with

excellent scripts. Each of them will be

provided 50 million to shoot their

clips.

At the middle of July, Five excellent

models that are picked out by Pond‟s will

have chances to recording five scripts from

“Turn your ideas into reality” contest.

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*Stage 2: From 20/7/2011 to 1/9/2011

Winners from contest will be shooting five different video clips with the given capital.

At the beginning of August, Pond‟s will promote clips on Yeah 1! TV- popular channel for

teenager Within the program, behind of the scenes will be showed; models and copywriters will

share enjoyment and difficulties in recording process and what they learn from joining ads.

Audiences vote for clips they like best through 19001234 switchboards within program

happening as well as micro site pondswhitebeauty.com, and they have opportunities to win great

prizes like 3 holiday trips in Vinpearl land in 3 days to attract broader visitors who not only

teenager but also people who are interest in rewards. The more people join in contest, the more

we‟re successful. Vote will be ended on 20/8/20011.

On September, the most excellent clips will be rewarded- one is chosen by Pond‟s and one gets

highest viewer‟s votes. Rewards for winners include:

Holiday trips to Singapore- Malaysia in 4 days.

Chosen models will be acting in the next official commercial clip of Pond‟s White Beauty.

Winning copywriters would get a chance to cooperate with Uniliver marketing department in

developing the next official clip, and even have an opportunity to do internship and work at

Unilever Vietnam.

Contest will attract numerous participants join in and fulfill objective set out because:

Celebrate on summer time and focus on teen-girls and students

Matches teen-girls interests such as being well-know and their images spread everywhere

through mass media like TV, Internet and magazines.

Useful playground for cultivating and encourages creativity.

Through competition, participants can discover their special talents and have more clearly

orientation for their carrier in the future.

Tremendous rewards.

Encourage purchasing power to allow customers to join in the contest and create positive

consumers‟ attitude toward the product

Budgeted cost: $90,000

Evaluation:

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Customer awareness: determine how much knowledge consumers learn about Pond‟s through

contest and affects their purchasing power by looking at market share before contest and after

running contest.

Sales volume: More people buy Pond‟s to join in contest, the more successful we achieve. We

estimate base on sales revenue and profit report when contest finish.

Feedback from customers: on Micro-site pondswhitebeauty.com, Pond‟s will provide a Comment

Section for viewers post their thinking when contest happening

4. MEDIA PLAN

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, 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".

http://vietbao.vn/Van-hoa/Ong-Huynh-Van-Nam-Giam-doc-Dai-Truyen-hinh-TP-HCM-HTV-khong-he-ban-song/45162208/181/

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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:

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 as micro- site

landatranghong.com, news website vnexpress, ngoisao and 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.

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2. Hierarchy of marcom effects.

(Shimp 2010)

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3. Television Advertising:

3.1. Clip A

AT THIS TIME AND EXACTLY THIS PLACE,

A VIOLENT BATTLE IS OCCURING……

What’s happening

with Quang Vinh?

Let’s watch on 15

Oct 2010!!!

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THE PRINCE COMES TO THE CASTLE

AND FOUND TWO BEAUTIFUL

PRINCESSES……

3.2 Clip B

WHAT WILL HE CHOOSE TO

RESCUE?

LET’ SEE THE WHOLE STORY

ON 25 OCT 2010!!!

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FINALLY, THE PRINCE HAD CHOSE

PINKISH-WHITE PRINCESS...

3.3 Clip C

LET’S CHOOSE POND’S WHITE

BEAUTY TO HELP YOUR PRINCE

REALIZE YOU!!!!

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4. Magazine Advertising

4.1 Magazine Ads

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4.2 Magazine Ads for contest.

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5. Online Banner Advertising

6. Bus station Advertising

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7. Sampling

7.1 Booth

7.2 Horoscope message:

POND’S

Pond’s White Beauty

Booth of Pond decorated in pink

Sample pack

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8. Gift Attachment

8.1 Hippie headband

8.2 Annamite Restaurant

http://www.google.com.vn/imgres?imgurl=http://farm1.anhso.net/pic/l/89871/1FE16B3F9CA3FF9921F81E10ACF3E255E8D4B106F924CFFF/4.jpg&imgrefurl=http://www.toitim.net/bang-do-hippy-co-san-dep-gia-tot-co-1355828.html&usg=__EJxFSFAArWOkyaOpeOh8sO6XO0o=&h=405&w=540&sz=135&hl=vi&start=28&um=1&itbs=1&tbnid=vG8OdG6lGYbEOM:&tbnh=99&tbnw=132&prev=/images?q=bang+do+hippie&start=18&um=1&hl=vi&sa=N&ndsp=18&tbs=isch:1

http://www.google.com.vn/imgres?imgurl=http://img690.imageshack.us/img690/6663/dsc01576g.jpg&imgrefurl=http://raovat.xalo.vn/2009-11-18filed8a77c2639482cf2dd4d4bd97837d2d2/HCM-Bang-do-hippy--Update-1711--re-va-dep.html&usg=__c2yJtBWQ_dGC6EvisUwjZ6A52mM=&h=472&w=600&sz=220&hl=vi&start=19&um=1&itbs=1&tbnid=UoAnePWCAEaBPM:&tbnh=106&tbnw=135&prev=/images?q=bang+do+hippie&start=18&um=1&hl=vi&sa=N&ndsp=18&tbs=isch:1

http://www.google.com.vn/imgres?imgurl=http://farm1.anhso.net/pic/l/89871/1FE16B3F9CA3FF99F827EC9501ACE31BE89B21DE1FE868ED/4.jpg&imgrefurl=http://www.toitim.net/bang-do-hippy-co-san-dep-gia-tot-co-1355828.html&usg=__1ZbaiQg-1X-KDQhaZeh--zYVLC0=&h=405&w=540&sz=140&hl=vi&start=41&um=1&itbs=1&tbnid=Gej-Jl3UAVe6TM:&tbnh=99&tbnw=132&prev=/images?q=bang+do+hippie&start=36&um=1&hl=vi&sa=N&ndsp=18&tbs=isch:1

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9. Sammy Hotel

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10. Special Event:

10.1 Wishing Garden:

POND’S WIShING GARDEN

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10.2 Cute notes for writing wishes:

10.3 Pond’s Christmas girls

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10.4. Balloons and Pond’s castle

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11. Contest

“Turn creativity into reality” Poster

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Application Form

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12. Marketing Communication Cost

Oct 2010- Sep 2011 Marketing Communications Cost

Strategy Descriptions Cost/ Unit

Advertising

TV Ads

HTV Time: 21:00-22:00 $2,000/ 30s ad

VTV Time: 21:00-22:00 $1,400/ 30s ad

Magazine 1 colour page 24 x 30cm

HHT 2! (169,000 issues/ vol.) $1,900/ ad/ vol.

Yeah1 Teen (18,000 issues/ vol.) $800/ ad/ vol.

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/ sample

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

13. Marketing Communication Budgeted Expenses

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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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54%37%

9%

Allocated Budget Percentage

Advertising

Sales Promotion

Public Relations

marcom imc plan ponds

Documents