s3246013_s3175418_s3246098_s3245942_media_plan_swiffer_sweeper

RMIT International University Vietnam

Bachelor of Commerce Program

ASSIGNMENT COVER PAGE

Your submission will not be accepted unless all fields below are completed

Course Code:

Course Name: INTRODUCTION TO ADVERTISING

Location where you study:

Title of Assignment:Advertising strategy and media plan

Swiffer Sweeper

File(s) submitted

Student name:Chu Thanh Trang – s3246013

Hoang Ngoc Quynh Anh – s3175418

Kim Yun Jin – s3246098

Nguyen Thi Thach Thao – s3245942

Learning Facilitator in charge:

Assignment due date:

Date of submission:

Number of pages including this one:

Word Count (main parts):

TABLE OF CONTROL

1 Intro to Advertising : Media Plan – Swiffer Sweeper 2009

Communication strategy/ creative strategy.....................................................3- 9

Challenges and objectives.............................................................................3

SWOT.......................................................................................................3 - 4

Key learning ............................................................................................4 - 5

Category insight............................................................................................5

Product / service insight...............................................................................5

Customer insight......................................................................................5 - 7

Proposition....................................................................................................7

Support....................................................................................................7 - 8

Attributes and benefits.................................................................................8

Values...........................................................................................................8

Personality....................................................................................................8

Brand essence..........................................................................................8 - 9

Media plan......................................................................................................9 - 12

Television...............................................................................................9 - 10

Magazines...................................................................................................10

OOH.....................................................................................................10 - 11

Internet.......................................................................................................11

Point of purchase.......................................................................................11

Media schedule....................................................................................11 - 12

Media evaluation.......................................................................................12

Big idea / overall concept..............................................................................12 - 13

Risk.......................................................................................................................13

References............................................................................................................13


COMMUNICATION STRATEGY / CREATIVE STRATEGY

CHALLENGES AND OBJECTIVES

Vietnam market has just accustomed with this kind of products and Swiffer Sweeper

does not have any major competitor. Furthermore, the cleaning tools in the supermarket

are not satisfied the expectable of customers. The company’s penetration will flow a new

wind for the sweeper market. The reputation of P&G in Vietnam and a good promotion such

as: price packs, cents-of duel, free-standing insert, available on shelves, good advertising;

those will help Swiffer Sweeper take the market share.

This campaign will start from 1st January 2010 and will end at 1st July 2010. During

the first 3 months (quarter 1 of 2010), Swiffer Sweeper advertising implementation helps to

create the brand awareness among 50% target audience. Then this figure keeps on going up

to 70% during the next 3 months (quarter 2 of 2010) and 40% of those who have seen the

advertisement buy Swiffer Sweeper and have positive attitudes towards its brand name.

After 3 quarters launching period (March 2010), Swiffer Sweeper will become top of mind

among over 70% its target consumers; in others words, customers will think of what they

will buy before they go to the supermarket and go straightly to the Swiffer Sweeper booth

and purchase the product. Furthermore, the campaign will increase by 40% profit from

purchasing Siffer Sweeper by 1st July 2010.

SWOT ANALYSIS

STRENGTHS

P&G is a well-known company in the global market and it also has the trustworthy of

the customers.

Swiffer Sweeper has been the foundation of the world popular using, so the

penetration into Vietnam market is easier.

WEAKNESSES

Lack of advertising and information in public. Vietnamese do not have any definition

about product before its penetration.


The price of Siffer Sweeper is much higher than a traditional broom of Vietnam

(200,000 VND before taxes) so it is hard to approach the middle class consumers.

OPPORTUNITIES

Vietnamese market is currently free with no major competitors for Swiffer Sweeper.

The development of economic gives Vietnamese better living standards. Products

that they have used with no reputation and cheap price will be replaced by the better ones.

Vietnam is a huge market for Swiffer Sweeper with over 80 million people.

The rate of women who do both social jobs and housing works and people who live

alone is continue to increase with the growing of society. They need the tools that made the

housing works become easier and quicker.

THREATS

Face to the strong habit in using the no brand name and cheap cleaning tool of

Vietnamese. It will be hard to change their awareness.

The disreputable of 360 cleaning in Home Shopping TV can affect to customers’

psychology and made them suspicious about Swiffer Sweeper quality.

KEY LEARNING

Swiffer Sweeper has many opportunities to enter into Vietnam market such as the

properly untapped market, no major competitors and the changing in lifestyle of

Vietnamese. In this case, the biggest challenge of Swiffer Sweeper is the high price and the

habit of using cheap cleaning products of Vietnamese. Housekeepers always ponder on

buying cleaning tools. They are familiar with using cheap cleaning products or old towels as

clouts. For that reason, when a modern cleaning tool appear with high price will make them

discreet to purchase. However, the high standard life will let them try a new high quality

product for their better housing work.

CATEGORY INSIGHT

Except the old style cleaning tools, Vietnamese have another choice in the modern

cleaning tool such as the vacuum cleaner. However, there are not many people use this


machine for their cleaning because it is too expensive and noisy. Especially women, they like

the traditional cleaning tools such as broom, wet clout and mop. Therefore, Swiffer Sweeper

is likely to satisfy Vietnamese customers with the combination between tradition and

modern style in its products.

PRODUCT/SERVICE INSIGHT

P&G decided to introduce to Vietnam market a new line of household products:

Swiffer Sweeper. This product can pick up 50% more dirt, dust and hair than a traditional

broom. The unique selling point of it is the 360o Swivel Head design gives customers a

complete clean on virtually any surface in their home. Soft touch grippers are easier on

fingers, and a new redesigned head cleans deeper into corners than a broom, which is

aimed to facilitate and speed up cleaning, make it easier and quicker.

Due to high price of the product, Swiffer Sweeper has provided extra Dry Cloths and

Wet Cloths to extend the use of the main product with the purpose of achieving customers’

satisfaction effectively.

In brief, the competitive advantages of Swiffer Sweeper are convenient to cleaning

house and time saving. The price of Swiffer Sweeper is assumed to be 200,000VND before

tax.

CONSUMER INSIGHT

PRIMARY

College students Housekeepers Businesswomen / female office working

Gender both male or female female

Age from 18 to 25 All ages


Career area may have part-time job home business (office staff)

Household structure

Live far from home Live alone or with family Live with family

Family Income level

middle and above

Living location

urban

Life style busy with household chores, studying or working, open-minded, like to try new product

Benefit sought

removing dirt dust and hair quickly , easily and effectively, without any noise and saving time for other activities.

These people are aimed because Swiffer Sweeper can satisfy their needs effectively.

First of all, Swiffer Sweeper with the 360o Swivel Head design can pick up 50% more dirt,

dust and hair than a traditional broom .It also does not trigger any noise as a vacuum

cleaner. Allowing people to speed up cleaning, give them more time to do other activities.

Secondly, the price of Swiffer Sweeper is quite high compared with the traditional broom

but it is reasonably affordable to Vietnamese consumers at middle income and above.

Lastly, their lifestyle does not allow them to spend much time for cleaning house, so Swiffer

Sweeper is suitable for their needs.

SECONDARY

In Vietnamese people’s mind, Swiffer Sweeper do not share any common with the

traditional broom that they have been using for a long time ago . Moreover, the price of

Swiffer Sweeper is ten times higher than a traditional broom which costs only 12,000 to

25,000VND. Thus, it is reasonable to see that Swiffer Sweeper is a potential choice that

husbands, sons or daughters would like to buy for their wives or mothers as a gift.


Another secondary target of Swiffer Sweeper is the division cart of companies which

is responsible for buying cleaning product for the cleaning department.

PROPOSITION

The most exceptional benefit of Swiffer Sweeper that the campaign is designed to

highlight are its innovative and unique 360o Swivel Head design and the extra dry and wet

cloths that facilitate cleaning, make it easier , quicker and more effective.

SUPPORT

- Swiffer Sweeper is a very innovate all-in-one item – add the functions of dustpan,

broom, bucket and mop.

- With the unique 360o Swivel Head design, it can pick up 50% more dirt, dust and hair

than a traditional broom.

- Helping people cleaning their house much quicker and easier with its multi-

functions.

- Swiffer Sweeper does not trigger any noise that may disturb the other members of

family like a vacuum cleaner.

- More than 50 millions people in the world have used this item.

- The extra Dry Cloths and Wet Cloths that allow people extend the use of the main

product.

ATTRIBUTES & BENEFITS

- The 360o Swivel Head is a design for saving time.

- Soft touch grippers are easier on fingers

- A new redesigned head cleans deeper into corners than a broom

- New Dry Cloths use new dirt grabbing texture to give the customers best clean ever.

- New Wet Cloths use a new thick texture to trap and lock away dirt and grime, and

removes tough spots, from dried-on foods to scuffs, with a scrubbing strip.

VALUES


Unlike the traditional broom of Vietnam, Swiffer Sweeper with the unique 360o

multifunction design (dustpan, broom, bucket and mop) combined into just one system.

Eliminating dirt, dust and hair has never been this easy and speedy. This tool helps those

energetic and busy people save time in cleaning house to spend on more important things in

life such as their family, their own leisure activities or working and studying.

PERSONALITY

Swiffer Sweeper is an international brand of P&G company which has gained the

trustworthiness of global customers after 168 years staying in business. Further more, with

the new 360o Swivel Head design , Swiffer Sweeper has created an innovative image

towards its brand name.

BRAND ESSENCE

Swiffer Sweeper – “Life’s too sort to clean your own house” .The brand

essence of Swiffer Sweeper shows its deep understanding of what its target audience

demand for a multifunction cleaning tool which facilitate cleaning their own hose, give them

more time to enjoy the life.

MEDIA PLAN

ADVERTISING ON TELEVISION

HTV7

- 11:30am – 1:30pm: during the movie showing time when housewives are free after

cooking as well as businesswoman and female office are relaxing after their lunch

break time.

- 7:50pm - 9:10pm: during the movie showing time. Especially, it is the period time

that most of members in family watch TV together.


- During the game show : “Di Tim An So” (Finding the hidden number) which is showed

on Sunday afternoon when most people are free and relax after working hard

weekdays.

VTV3

- 7:50pm - 10:10pm: after the National News and during the movie showing time.

- During the game show “Right Price Right Choice”.

SCTV5

A shopping channel in cable TV which attracts most of target audience include:

woman at all ages and college students.

Most of Swiffer Sweeper’ target audience are college students, housekeepers (with

over 60% is women) and female office workers. They usually spend time with their family at

these times to watch movies, game shows and talk shows. Thus, it is reasonable to put

Swiffer Sweeper’s advertising in these channels at the selected times.

In particular, from 1st January 2010, 30s commercial will be showed two times per

week in both channels above to inform audience about the coming campaign. In the next

months, we will raise the commercial up to 3 times per week. Moreover, the commercial

will be up to date new theme each month.

For the advertisements in game shows, there will be one commercial for one game

show per week; so each month:

- “Finding The Hidden Number”: 4 times per month

- “Right Price Right Choice”: 4 times per month.

ADVERTISING ON MAGAZINES

“Tiep Thi Va Gia Dinh” and “Cam Nang Tieu Dung” are the first two magazines to be

chosen . These are two reputable magazines in showing its target audience good advices in

purchasing household products. Most of their target audience is modern women at all ages

and all kinds of jobs that are likely to buy Swiffer Sweeper to help them in cleaning their


house once they’ve seen the advertisement. Thus full page ads in these magazines will catch

the attention of the targeted audience easily.

OOH

BILLBOARDS

Easily to catch up the attention of public , especially college students who was one of

the main customers of the bus in a crowded city such as Ho Chi Minh City. In addition , for

those who go by motorbike can also have many chances to look up the billboards.

Before starting the campaign, billboard about the coming soon of our product will be

established to attack the public’s curiousness. Then, during the campaign, billboards which

advertise for Swiffer Sweeper will be located on several big crossroads and focus on

crowded district such as district 1, 3 and 7.

LEAFTLETS

Leaflets will be distributed in supermarkets and sent directly to customers’ house.

The leaflets will inform all the information about Swiffer Sweeper and introduce about the

show rooms in supermarkets.

INTERNET

With the number of 16 million people who surf webs every day, the internet can

easily attract attention of Swiffer Sweeper’s target audience including college students,

businesswomen, female office workers and those who live alone that spend a lot of time in

a day to surf web. Furthermore, internet is the place where news is spread much faster

than the other media tool and the target audience can get more information than what they

have from the advertisement on TV, magazines or billboards.

The main website of the company www.SwifferSweeper.com.vn can inform all

information about the product and its price. In addition, there will be methods and tricks to

help people with cleaning house.

POINT OF PURCHASE


On every Sunday in the first 2 months, there will be boots set up in Coop mark,

Maximark, Metro and Big C supermarket chains in order to introduce Swiffer Sweeper mop

also all its wonderful functions toward customers.

Outlets and showrooms will be decorated with the main color is green. Staff will be

trained to have the ability to give customers the best service.

MEDIA SCHEDULE

In order to guarantee the effectiveness of the campaign, Swiffer Sweeper will be

launched in three months of Tet holiday (January, February and March) when people clean

their house and buy new appliances .

MEDIA EVALUATION

SURVEYS

Online and Outlet Surveys can be conducted in various periods of the campaign, to

guarantee the effectiveness of itself such as at the beginning (January 2010) and middle

(March 2010) of the campaign to measure the changes in brand awareness about Swiffer

Sweeper in Vietnamese people’s mind after 3 months doing the campaign . Another

necessary evaluation is at the end of the campaign (July 2010) to guarantee that the

company has become and maintained top-of- mind position.

FEEDBACK

Reply cards, toll-free numbers, coupons and Web addresses can be used to measure

the media or ad exposure through different code of ads on different media.

BIG IDEA/OVERALL CONCEPT

A businesswoman who gets married and has baby.


She is sophisticated and talented. She always busy, so she come home late. She is neat and

tidy, so she always cleans home every day. However, she has a worry.

Whenever she run the vacuum cleaner, her lovely baby wakes up and cries. Thus she can

not fully enjoy the night and relax after a constrain day .

But now, her worry is gone! Because now she knows Swiffer Sweeper!

No noise, have happiness

Meanwhile, the print ads will stress its function – all in one.


RISK

The most potential risk that Swiffer Sweeper might face with when enter Vietnam

market is that people might concern about the used Dry Cloths and Wet Cloths ,whether

they can be reproduce or might become a new kind of garbage.

REFERENCES

1. Youth, high income people to drive, March 2009, Vietnam business news, viewed 16th

September, 2009, <http://www.vnbusinessnews.com/2009/03/youth-high-income-

people-to-drive.html>

2. Swiffer Sweeper, viewd on 10th September, 2009

<http://www.swiffer.com/en_US/sweeper.do>


http://www.swiffer.com/en_US/sweeper.do

http://www.vnbusinessnews.com/2009/03/youth-high-income-people-to-drive.html

http://www.vnbusinessnews.com/2009/03/youth-high-income-people-to-drive.html

Product Details: Swiffer Sweeper

Target Market Description: college student, housekeepers, businesswoman/ female office

Geographic coverage: Ho Chi Minh City and urban area

Media Details Week commencing

1-Ja

n-20

10

8-Ja

n-20

10

15-J

an-2

010

22-J

an-2

010

29-J

an-2

010

5-Fe

b-20

10

12-F

eb-2

010

19-F

eb-2

010

26-F

eb-2

010

5-M

ar-2

010

12-M

ar-2

010

19-M

ar-2

010

26-M

ar-2

010

2-Ap

r-20

10

9-Ap

r-20

10

16-A

pr-2

010

23-A

pr-2

010

30-A

pr-2

010

7-M

ay-2

010

14-M

ay-2

010

21-M

ay-2

010

28-M

ay-2

010

4-Ju

n-20

10

11-J

un-2

010

18-J

un-2

010

25-J

un-2

010

1-Ju

l-201

0

Cost per unit/week_

VND

Total cost_VND

Television

VTV3 x x x x x xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx 30,000,000

1,470,000,000

HTV7 x x x x x xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx 32,000,000

1,504,000,000

30s commercial during game shows (2 game shows) xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx

7,000,000

189,000,000

SCTV5 x x x x x xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx xx 32,000,000

1,504,000,000

around 5 minutes advertisement

Magazines Tiep Thi Va Gia Dinh (weekly) x x x x x x x x x x x x x

52,000,000

676,000,000

Cam Nang Mua Sam x x x x x x X x X x X x X

14,000,000

182,000,000

Full A4 page full colour ad

printed advertisement

billboard x x x x 50,000,000

200,000,000

leaflet (20.000 brochures) x x x x x x x

4,000

80,000,000

website: SwiiferSweeper.com.vn

100,000,000

100,000,000

point of purchase boots in supermarket chains x x x x x x x x x

32,000,000

288,000,000

outlet and showroom x x


decoration 500,000,000 500,000,000

total: 6,693,000,000


s3246013_s3175418_s3246098_s3245942_media_plan_swiffer_sweeper

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