thai thi huong giang_s3117184_media plan 2

8/8/2019 Thai Thi Huong Giang_s3117184_Media Plan 2

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8 January 2010



Table of content

1. Media Objectives

2. Target Audience

3. Campaign Period

4. Geography Coverage

5. Media Strategy

6. Weighting and Budget

7. Media Vehicles

A. TVC

B. Magazine

C. Newspaper

D. Internet

E. Out of Home



1. Media Objectives

Generally, Yoplait will run the advertising campaign for this product within one year. As

a new brand firstly launched in Vietnam market, building brand awareness of consumers

about the product is the most important. Therefore:

It aims to create 90% awareness of target audiences in total target customers by the

end of 2010 and 65% brand recognition.

After one year, Yoplait wants to obtain about 10% market share of the yogurt drink

industry.

Obtain trial among 70% of the target audience.

Develop and maintain regular use of Yoplait smoothie among 55% of the target

audience.

During the launch time, it is going to reach 85% target audience with a five frequency

in two month. In creative perspective, the message is simple and straightforward. In

addition, we want the audience not only aware about the product but also remember

it. Thus, frequency of five is a good approach to exposure the communication

message to the target.

During follow up period, reach 50% target audience with frequency of three in two

months. In this period, we keep a frequency of three to maintain usage cycle of the

product and remind them about the product. This is a fast-moving goods, thus we do

not need to broadcast too many times that might be overload for audiences



2. Target Audience

Pie chart of segmentation by age

26%

22%

17%

15%

14%

6%

<15

15 - 24

25 - 34

35 - 44

45 - 64

+ 65

CIA World Factbook 2008 /Euromonitor/ National Statistic 2007

a. Demographics:

This product is suitable for everybody but Yoplait focuses on women who are from 15

to 45 years old because at this range of age, people normally pay more attention to

their own health and beauty as well as their families’ In addition the company aims



(female comprise of 51 % of the HCM population, in which 62 % of them are from 15-

45 years old), which made up for approximately 1,459,000 people. (Dân số TP.Hồ Chí

Minh 1999-2004 phân theo nhóm tuổi, 2004)

3. Campaign Period

The campaign will run from January 2010 to December 2010. It will be divided into 2

main periods

The first period will be run in the 3 months (from January 2010 to March 2010) to

introduce the new kind product (bottle smoothie) to the market. Since this period is

spring that has big national holiday, Tet holiday, thus, the demand for a healthy drink

for family rises highly. This good period to launch our product because this period,

people are very busy and tired of works; hence, they need healthy food (drink) to

keep them strong during the big holiday.

The second period will run in the last 9 months to remind target audience about the

product and encourage their repurchase. However, there are 2 months have strong

advertisement activity. June and July are summer time when people demand more

healthy products because of hot weather, more sport activities, and picnic activities.

Thus, we need step up the advertising.

4. Geographic Coverage

Ho Chi Minh City and Can Tho city will be the target locations because they are two



as well as the event will be popularized more. (Stated from the guest lecture in RMIT) On

the other hand, sale promotion helps to increase sale that forward to widen market share.

Thus, this campaign will include advertising, PR and sale promotion.

A. Advertising

a. Internet

Today, advertisers tend to reduce advertising spend on TVC and pay more attention on

internet because internet advertising price is cheaper and people are spending more time

using internet instead of watching TV. According to the chart A (2008), in 2 years from

2006 to 2008, people reduced 1 hour watching TV per day and increase 21 minutes using

internet per day. Moreover, most target audiences (15-34 years old) are considered as the

highest users of the Internet that get 80% of total internet user in Vietnam. (Chart C,

2008). The number of people using internet in Vietnam also increase highly and quickly.

Hoang (2009) said , today, internet user in Vietnam hold 25% of population.

b. Television

Based on the chart B (2008), TV was the top medium with 75% in 2008. Television is

still the top trend of advertising spending in Vietnam because it can catch large number of

mass audience. Moreover, television is undoubtful able to demonstrate the product in use

in both visual and auditory senses that creates a stronger impress of the audience about



2008). Thus, newspaper and magazine is suitable for the campaign.

The magazine does not only have good quality of print-ad for our campaign, but its target

audience also more specific that can help us reach our target audience more effective. In

addition, magazine have higher rate of repeated view than other sources. With one copy

of magazine, they can re-read it twice or thrice or they lend it to their friend. Therefore,

we still can get our target audience as well as mass audience. We can insert some samples

of the packaged smoothie in the magazine or coupons to encourage them to try our

product. This can help create high attention to our brand. As the result, we will choose

Tuoi Tre newspaper, Thanh Nien newspaper, Market & Family magazine, and Woman’s

world magazine that is known as four most famous prints for advertising (Chart J, 2008)

d. Out of home

A part of our target is women who usually go out daily for work, study and hang out,

therefore, using out of home to expose the ad to them in their way will be useful.

Billboard will use to remind audience about the product that use for brand recognition.

These types of media are cheap but they can get mass-reach and high frequency level.

People tend to skip the advertisement on TV and magazine easily but they might look at

billboard when waiting for red light.

According to ‘Quảng cáo bằng màn hình tại siêu thị thu hút sự chú ý của ngườ i tiêu’

(2009), 50% shoppers make brand decision at the supermarket by in-store advertising,

especially TV screen Thus we will use TV screen and store pillar to introduce Yoplait



C. Sale Promotion

For new products that want to increase brand awareness and brand recall, promotional

product advertising is very useful. People love to receive free gifts, thus if our product

contains free gifts, they will pay more attention on it. Moreover, they can re-view slogan,

logo and images of the product when look at these gift at home. Moreover, they might

spread the advertising (printed on the gift) when bring it along with them to offices, travel

or picnic, etc, so many people can see these images.

Moreover, during follow up period, trade objective approach is used to increase the

number of sale. For people who re-purchase Yoplait smoothie, they will buy more to get

cheaper unit price. Thus, it will step up number of sold product.

6. Weighting and Budget

Target audience capacity: 1,459,000 + 268,000 = 1737,000

There will be 55% of those people use the product frequently: 55 x (1,737,000/100) =

955,350 people

The price of a pack of Yoplait: US$2 includes production cost + advertising cost. Thus,

cost for advertising per pack will be $0.5

The budget for this campaign is approximately USD $478,000

We will spend the budget mainly on TV, newspaper, magazines and Out-of-home ads

(billboard & TV screen) because our product is a fast moving consumer goods, thus we



Location budget

55%

13%

13%

3%

10%2% 4%

TVC

Magazine

New spaper

Internet

Out of Home

PR

Sale promotion

7. Media Vehicles

A. Television Advertising

According to chart F (2008), VTV, HTV, and THVL are the most favorite channels in

Vietnam that hold 22.43%, 28.04% and 40.19% of population. VTV is national channel

while HTV is regional channel in East South (Ho Chi Minh City) and THVL is regional

channel in Mekong Delta (Can Tho). However, according to chart G (2008), VTV is not

popular with people in the South while HTV7 is the top one. Thus, we will use THVL,

HTV7, HTV9 and VTV3. Seven programs will be used for TVC activity.



TVC

(20s)

Unit cost Insertion/

month

Time (month) Insertion Total Comment

1 39,000,000 4 Jan, Feb,

March,

12 468,000,000

2 39,000,000 2 June, July 4 156,000,000

3 39,000,000 1 April, October,

December

3 117,000,000

b. Food cruise competition

A television game show is about food that provides new interesting information

about Vietnam cruise. This is the first game show about food in Vietnam, thus it

gets high attention of viewers, especially our target audience because all woman

always love things about cooking and food. Moreover, participants of the program

are young people, thus, the young target audience also watch this program.

The program will air on every Saturday at 21pm on HTV9.

To avoid people switch the channel over, we will put advertising between programs.

There are four spots advertising per month.

TVC Unit cost Insertion/ Time (month) Insertion Total Comment



attracts large number of mass audience.

The program will air daily from Monday to Friday at 21pm on HTV7.

To avoid people switch the channel over, we will put advertising between programs

because they do want to miss a screen after advertising time.

TVC Unit cost Insertion/

month


1 (30s) 45,000,000 6 Jan, Feb,

March,

18 810,000,000 Launching time,

so we use longer

spot.

2 (15s) 28,000,000 3 June, July 6 168,000,000 A part of

population

aware our

product, so we

use shorter spots

to mainly

remind them

3 (15s) 28,000,000 1 April, May,

August,September,

October,

7 196,000,000




TVC Unit cost Insertion/

month


1 (30s) 40,000,000 3 Jan, Feb,

March,

9 360,000,000

2 (15s) 24,000,000 1 June, July 2 48,000,000

3 (15s) 24,000,000 1 May, August,

October,

December

4 96,000,000

e. Family Feud (Chung Suc)

A television game show that pits two teams against each other in a contest to name

the most popular responses to a survey-type question posed to 100 people. This

program is one of most favourite entertaining programs in HTV because of its

entertaining. According to Le (2009), Family Feud is one of five highest-ranking

game shows in Vietnam. Thus, its audience is generally people from 15 – 45 years

old.

The program will air on Tuesday at 20pm on HTV7.


b h d i f d i i i



products and its price. The prizes are the valuable products of sponsors. They have

similar content with Lucky supermarket and ‘The Price Is Right’ but the

participants are regional people, thus it is more popular with regional people (Can

Tho citizens) than others are. This content of the program such as ‘The Price Is

Right’ was a fever among the common people and housewise. (‘Bão game show

vào tận nhà’, 2008) Thus, its audience is generally people from 30 – 50 years old,

however, a part of young people also watch it because of its entertaining.

The program will air on Sunday at 11am on THVL. This program airs on the day-

off and lunchtime, so it will catch many viewers.



TVC (20s) Unit cost Insertion/

month


1 13,500,000 4 Jan, Feb,

March,

12 162,000,000

2 13,500,000 2 June, July 4 54,000,000

3 13,500,000 1 April, May,

August,September,

October,

7 94,500,000



The program will air daily from Monday to Sunday at 21pm on THVL1.



There are 12 spots advertising per month.

TVC (20s) Unit cost Insertion/

month


1 39,000,000 5 Jan, Feb,

March,

15 585,000,000

2 39,000,000 3 June, July 6 234,000,000

3 39,000,000 1 April, May,

August,

September,

October,

November,

December

7 273,000,000

B. Magazine Advertising

a. Marketing & Family (Tiep Thi va Gia Dinh)




month


Inside front

cover

80,500,000 2 Jan, Feb,

March,

6 483,000,000 The cost for the

position that

have highest

rate people look

at the ad is too

expensive, so

we choose the

second highest

position.

1/2 page

(Health and

beauty

column)

40,000,000 2 July, June 4 160,000,000 Our target

audience are

interested in this

column. This

time are

emergentmonths of

campaign



magazine is reasonable but its core audience is limited. Hence, we will use full page

for the launch period, 2/3 vertical page for some emergent months and 1/3 vertical

page for the follow up period.


month


outside back

cover

75,600,000 1 Jan, Feb,

March,

3 226,800,000 The rate people

look at the ad is

higher than

other positions

2/3 vertical

page

(Health and

familycolumn)

34,800,000 2 June 2 139,200,000 Our target

audience are

interested in

this column

1/3 vertical

page

(Health and

familycolumn)

19,380,000 2 May, August,

October,

December

10 190,380,000 We decide

publishing 10

insertion to get

discount




month


Full page

colour

(cover page

of

advertising

column)

65,000,000 2 Jan, Feb,

March,

6 390,000,000 People can not

avoid see the ad

when it is on

the first cover

page of ad

column

1/2 page

colour

(advertising

column)

33,000,000 3 June, July 6 198,000,000 It’s quite big to

get attention

1/4 page

colour

(advertising

column)

17,000,000 2 April,

September,

December

6 102,000,000 Small space for

remind purpose.

Colour page is

prominent

compared with

other black and

white ads.

b. Thanh Nien newspaper




month


Full page

colour

(cover page

of

advertising

column)

25,000,000 6 Jan, Feb,

March,

18 450,00,000 People can

avoid see the ad

when it is on

the first cover

page of ad

column

1/2 vertical

page colour

(advertising

column)

14,000,000 4 July 4 56,000,000 We put ad more

frequently

because the

demand

increase at this

time.

1/2 page

horizontal

colour

(advertising

column)

12,000,000 2 April, May,

August,

November,

December

10 120,000,000 We will publish

advertising all

months of

follow up

period but it isless frequency.



b. Ad-Banners

People do not naturally know about our website, thus we have to put ad-banners

on some websites to inform them. VNExpress is one of top ten website that have

high readership. (Top 10 website, 2009) Yahoo is the most famous website in

Vietnam that have highest users (Top 10 Web Site nhiều ngườ i Việt Nam truy

cập nhất, 2007) The higher view page those websites have, the more likely the

customer will see our ad banner and click through it. When people whom using

Yahoo or VNExpress, they normally have free time to look around to find out new

things and information, thus, they will probably click on the banner to check what

it is. Thus, the message on the ad banners has to be strongly impressive and

interesting.

We will use sky banner of yahoo messenger application because this position is

big and prominent, so we can provide more information and people will get

attention more easily. February is month of launching while April will provide

more information about coming event (on May). It costs 40,000 VND per click.

We will use great banner on VNEXPRESS during launch time and some months

in follow up period. The great banner has big size that will catch attention of

visitors easily.

Unit cost Time (month) Duration Total Comment

b it F J t 50 000 000



E. Out of home Advertising

a. Billboard

They will be placed in near BenThanh market in one year where is considered as

the most crowded area in Ho Chi Minh. In addition, in one year, there are many

big holidays when people gather at the BenThanh market such as Tet holiday,

New Year holiday, and Christmas day. Therefore, it will have more opportunities

to exposure our message to a large number of mass audiences. The number of

target audience in Can Tho is not high, so we do spend money on billboard in Can

Tho. It costs about 550,000,000 VND per year.

b. TV screen and store pillar

They will be placed in the supermarkets of Co-op mart network and Maximart

network that are the biggest supermarket network in Ho Chi Minh. We will put

TV screen in the supermarkets in the central districts of city such as Phu Nhuan

district, Tan Binh district, district 3, and district 1 where concentrate most our

target audience. We will choose the most crowded supermarkets in these areas for

this approach. We will use this tool in launch period, emergent months, and some

last moths of year. It will cost totally about 300,000,000.

Store pillar will not only use in supermarkets in the central districts, but it is alsoplaced in the stores in other districts such as Go Vap district, district 10 and

district 5 etc where gather high population We will put it on the most crowded



Since our product is fast moving good, thus we have to keep exposing the advertising

whole year to remind them and encourage their purchase. However, it will cost a lot if

we continue publishing advertising frequently. Moreover, Yoplait smoothie does not

have direct competitors. Thus, pulsing strategy is a good one for new brand and new

product like Yoplait. The campaign will push the message with higher frequency in

three launching months (January to March) and summer months (June & July). At

launch time, we have Tet holiday, so with high frequency advertising might impulse

number of sale. We will have event in May, so we publish quite frequently advertising

to announce it. The rest months will spend less on advertising. We keep advertising

with less frequency because of economic factor.

9. Return on Investment

Total cost of the campaign: USD 450,000

Target audience capacity: 1,459,000 + 268,000 = 1737,000

There will be 70% of people obtain the product: 70 x (1,737,000/100) = 1,215,900

There will be 55% of those people use the product frequently: 55 x (1,737,000/100) =

955,350

The income: 955,350 x 2 = USD$ 1,910,700

ROI = Income - Total cost = 1,910,700 – 473,419 = US$ 1,437,281

(If each target audience buys a pack of Yoplait we will have USD $1 910 700 However



Appendix

Chart A

Chart B



Chart C

Chart D



Chart E

Chart G



Chart H

Chart I



Chart J



Media Plan – Yoplait smoothie GRAP2413 – Understanding Advertising Media

28

Jan Feb Mar April May Jun Jul Aug Sep Oct Nov Dec total

TVC 5,044,000,000

“Who Wants to Be a

Millionaire?”

Food Cruise Competion

Weekday MovieOvercome yourselves

Family Feud (Chung

Suc)

Tallent Housewisegameshow

Movie time

Magazine 1,288,380,000

Marketing & Family

Woman’s WorldNewspaper 1,316,000,000

Tuoi Tre

Thanh Nien

Internet 260,000,000

Website

Yahoo

VNExpress

Out of Home 1,010,000,000Billboard

TV screen

Store Pillar

Event 200,000,000

Sale Promotion 350,000,000

Promotional product

Trade objective

9,468,380,000




Referencing

‘Bảng Giá Quảng Cáo: Báo Thanh Niên Thể Thao’, 2008, Galaxy-ad , Thien Ha Company, viewed 19 December

2009

<http://www.galaxy-adv.com/index.php?option=com_content&task=view&id=59&Itemid=90>

‘Bão game show vào tận nhà’, 2008, VCG Communication, viewed 19 December 2009,

<http://www.vcg.com.vn/index.php?option=com_content&task=view&id=67&Itemid=33>

‘Dân số TP.Hồ Chí Minh 1999-2004 phân theo nhóm tuổi’, 2004, statistical office HoChiMinh city, viewed 5

November 2009.

<http://www.pso.hochiminhcity.gov.vn/an_pham/dansotphcmqua2cuocdieutra1999_2004/thaptuoi>

‘Gameshow thuần Việt: Kỷ lục mớ i, nỗi lo cũ’, 2009, To Quoc, viewed 19 December 2009,

<http://www.toquoc.gov.vn/Thongtin/Moi-Truong-Van-Hoa/Gameshow-Thuan-Viet-Ky-Luc-Moi-Noi-Lo-

Cu.html>

‘Hành trình làm mớ i của gameshow truyền hình’, 2009, Xalo tin tuc, viewed 19 December 2009,

<http://tintuc.xalo.vn/00-1754040445/hanh_trinh_lam_moi_cua_gameshow_truyen_hinh.html>




Tran, N., 2009, ‘Lại Văn Sâm là MC gameshow đượ c yêu thích nhất’, video4viet , viewed 19 December 2009,

<http://www.video4viet.com/news/2008/10/06/Lai.Van.Sam.la.MC.gameshow.duoc.yeu.thich.nhat.html>

‘Top 10 Web Site nhiều ngườ i Việt Nam truy cập nhất’ 2007,wordpress, viewed 19 December 2009,

<http://manhvt.wordpress.com/2007/08/21/top-10-web-site-nhi%E1%BB%81u-ng%C6%B0%E1%BB%9Di-

vi%E1%BB%87t-nam-truy-c%E1%BA%ADp-nh%E1%BA%A5t/ >

‘Top 10 website’, 2009, Vietnam website, viewed 19 December 2009,

<http://www.vietnamwebsite.net/google/index.htm>

‘The Gioi Phu Nu 2009’, 2008, Marketing Vietnam, viewed 19 December 2009,

<http://www.marketingvietnam.net/content/view/220/25/ >




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