advertising strategy and media plan

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10th January 2009

NAME: Thai Thi Huong Giang

Phan Ngoc Anh Thu

Nguyen Duc Huy

Le Thi Hoang Trang

STUDENT ID: S3117184

S3160793

S3175604

S3161953

GROUP: 1

TUTOR: Dr. Lukas Parker



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Table of content

I. Creative Strategy:.......................................................................................................... 3

1. Communication Objectives: .......................................................................................... 3

2. SWOT Analysis: ............................................................................................................ 3

3. Key Learning: ................................................................................................................ 4

4. Category Insight: ........................................................................................................... 5

5. Product Insight: ............................................................................................................. 5

6. Consumer insight: ......................................................................................................... 5

7. Proposition and Support: .............................................................................................. 68. Attribute and Benefits: .................................................................................................. 7

9. Values and Personality: ................................................................................................. 7

10. Brand essence: ........................................................................................................... 7

11. Blue print: .................................................................................................................. 7

12. Media objectives and target audience:...................................................................... 8

13. Media Mix: ................................................................................................................. 9

14. Media Reach and Frequency: ................................................................................. 10

15. Schedule: .................................................................................................................. 11

16. Budget ...................................................................................................................... 11

17. Media Evaluation: ................................................................................................... 12

II. Creative Concept: ........................................................................................................ 12

III. Appendix: ................................................................................................................. 13



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I. Creative Strategy:

1. Communication Objectives:

In general, Wilkinson Sword will do the advertising campaign for Intuition Plus product

within one year. As a new brand firstly launched in Vietnam market, the company recognizes

the important level of building brand awareness of consumers about its product. So, they putthe brand awareness in the first priority of company¶s objectives. By exploiting the

communication tools, it aims to achieve about 30% awareness of target audience from the first

seven months. For the last five months of the year, the company plans to attain about 10% of

target consumers could be in brand recognition level. After one year, they want to obtain about

7% market share of the women razor¶s industry. These objectives that the company set could

be probably achievable and realistic because they push a lot in advertising and PR, pay a large

budget in this campaign and not many competitors have products in this premiere category.

Besides, after one year, the company will also buy market researches, do surveys and evaluate

the results from the sale volumes to measure the achievable level of each company¶s objective.

2. SW OT Analysis:

Strengths Weaknesses

- Unique product¶s features for

women in the Vietnam razor field.

- UK ¶s imported product has higher quality.

- Variety in choices for consumers.

- Quite well-known brand in oversea

- International brand.

- New brand name first launched in

Vietnam.

- Higher price than competitors suchas Chinese razors, spa, wax gel and

cream.

- Does not have strong relationship

with retailers

Opportunities Threats

- The group of consumers in the

target age is high. [*]

- Living standard of Vietnamese

people has been increasing. [**]

- People tend to care more about their

appearance and beauty.

- Network of domestic retailers

- New foreign and domestic

competitors might jump into

Vietnam razor¶s market for women.

- Fake Intuition Plus products from

China.

- Inflation in economy might affect

purchasing ability of consumers.



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expand in many branches.

- New policy takes effect from

1/1/2009 that the entrepreneurs

have 100% foreign capital can

actively operate in the retailer

industry of Vietnam (Thanh Hai,

2008).

[*]: Vietnam population is excitingly young (Deboo, M. 2008).

[**]: Nearly 40% of households in Vietnam¶s 6 biggest cities belong to AB class (Deboo, M.

2008).

3. Key Learning:

a) Communication Key Learning:

The communication is one of the important parts link to the effectiveness of Intuition

Plus products. For the new market as Vietnam, Wilkinson Sword knows that combining with

Public Relation is the best way to shorten the distance between the consumers and women

razor products.

b ) M arket:

Wilkinson Sword uses the big budget for the advertising campaign in order to increase

the market share quickly because they know that advertising can make the consumer

remember the information and brand name for a long time. On the other hand, the main

competitor of Wilkinson Sword in Vietnam market is only Gillette which might not really

push hard on advertising and promotion.

c) P roduct:

Intuition Plus products are added many ingredients such as honey, milk and lotion

because Wilkinson Sword want to focus on more kinds of consumers in Vietnam market. In

addition, Vietnamese people might refer the new products that include the natural smell, color and all good things for the skin.

d) Consumer:

The consumers of Wilkinson Sword always receive the high quality products with longer

warranty and safe than the others because Intuition Plus wants to increase the loyalty of

consumers after the first times using. Moreover, the hot line of Wilkinson Sword service is

added in the product for answering all the questions and feedbacks from the consumers.



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e) Category:

The difference between Intuition Plus products and the other ones in Vietnam is the raw

material which is imported from UK that can make the quality of products is better than the

other razors. Moreover, the service after buying is the way that links to the satisfaction of their

consumers.

4. Category Insight:

The Wilkinson Sword is very popular in the overseas market as the professional razor for

women¶s beauty. In addition, when it comes to Vietnam, the quality of Intuition Plus products

still keep the basic norms for the Vietnam market. The Wilkinson Sword products are known

as µspeedy, safety and convenient razor¶. That means the product can help the consumer save

time to take care of themselves with the comfortable feeling and safety for their skin.

5. Product Insight:

The design of Intuition Plus products are built with the light colors because using the

consumer¶s favorite color could be one of bonus points to gain their likeness. In addition,

Intuition Plus products are prestigious in the national market that can achieve the belief of

Vietnamese people quickly. Although this is the first time of these razor products selling in

Vietnam, the company hopes that the best quality, reasonable price, unique functions and the

design will help Intuition Plus products increasing their selling volumes and the market share.

6. Consumer Insight:

The females who are in age of 15 ± 30 years old are the potential consumers of Intuition

Plus product. The reason Wilkinson Sword chooses this kind of target audience is that woman

in this age usually care more about their beauty. The teenagers are in awkward age, so they are

interested in making themselves be better -looking and they might use Intuition Plus products

to dissolve unwanted hair and care their skin also. In addition, the company aims to the target

customers who have income in class C (about 300-499 USD per month) or teenagers whose

parents earn equivalent salary each. Their occupations are usually white-collar workers,

models, students and some jobs that need short or sexy clothes such as athletes, swimmers,

and promotion girls, so on. These jobs require women to use Intuition Plus products because

they usually need to wear skirts or short clothes. If these people do not wax their legs, it will

be very unattractive. Besides, Wilkinson Sword focuses on delivering Intuition Plus products

in Ho Chi Minh City. The reason why Wilkinson Sword chooses this place is that HCMC is



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the biggest population city in Vietnam and this is their first year of experiment of a new

category product. On the other hand, Intuition Plus products could be a useful tool for women

who are usually out-going, trendy, self -caring, fashionable and active. These kinds of people

sometimes like to show off their characteristics through their fashionable clothes at public

places and also care their appearances too much. In addition, the fashionable clothes such as

shorts, skirts and tank top which could not hide their legs and under -arm parts. Thus, Intuition

Plus razors will make their legs and under -arm areas more beautiful.

7 . Proposition and Support:

Speedy, safety, skincare and convenience are the basic benefits in Intuition Plus products

that the consumers can get when using it. First of all, with special design and latest

technology, Intuition Plus products are an innovation that gives double quick time,

effectiveness and safety compared with others. By triple blades pivoting head to follow the

contours of consumers¶ bodies, Intuition Plus products can cut all unwanted hair smoothly and

completely in one time shaving. Therefore, the consumers can save half of time. Beside that, 3

in 1 features razor saves more time in lathering and moisturizing for consumers. Pivoting role

is to give safe shaves for consumers that help them avoid the scratches which commonly

happen when using other razor products. Moreover, a new feature is created to give the best

healthcare to consumers because in a long time use, it must have germs and bacteria on the

surface of the product that might lead to skin illness. Thus, physical wear indicator is added in

Intuition Plus products that tell consumers when the blades need replacing. Next, based on the

traditional experiences and scientific studies, essence of Aloe Vera, coco butter, vitamin E,

milk and honey are the nutritional sources for skin that rear and regenerate skin cells.

Therefore, Intuition Plus products are applied these ingredients to create effective moisture

that bring a fair and silky skin to consumers. Based on the research about women skin,

Intuition Plus produces three kinds of product that care for different skin¶s kinds included

Hydra soft for dry skin, sensitive skin and milk and honey adding more moisture from shea

butter. Fifthly, Intuition Plus products¶ handle is small and fit to the hand that makesconsumers feel comfortable and convenient when using the products. It is also easy to carry

away such as putting in the bag or suitcase.



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8. Attribute and Benefits:

Attribute Benefit

Using triple blades technology

Adding more natural ingredients to

moisturizes. There are 3 kinds for

different skin types: Sensitive,

Hydrasoft and NEW Natural Care

with Milk and Honey

Design is improved pivoting head to

closely follow the contours of your

body.

Lathers, shaves and moisturizes in

one easy step.

Physical wear indicator.

Having high result ± cleaner body

parts.

Having beautiful, smooth and fair skin.

Safety when using. Avoiding

scratches.

Save time and save money for

consumers.

Health care ± avoid skin illness.

. Values and Personality:

Raising beauty and confident for women. With high quality features, Intuition Plus

products bring a beautiful skin and non - hair body parts to consumers. Thus, they can feel free

to wear short clothes and skirts. Intuition Plus products are modern goods with high

technology application. Beauty care, youthfulness are expressed clearly with premier and

flexibility.

10. Brand essence:

Intuition Plus products brand essence is ³Contributing to perfect beauties´. It means that

Intuition Plus products are applied the latest technology to guarantee the highest quality in

beautifying; skin care and health which are the necessary elements that women need to have

beauty.

11. Blue print:

The company will apply some media tools to advertise for Intuition Plus product which

is first time launched in Vietnam. The advertisements need to publish and release on the

channels and places that gather a huge number of target consumers and take their attention



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highly. TV is the first channel that Wilkinson Sword chooses because of its power in

spreading the information and its effective conveyance through images and sound. Intuition

Plus product¶s advertisement will be broadcast on 4 common channels of Vietnamese people

that are HTV7, HTV9, VTV1, and VTV6. Magazines and newspapers are also the good

channel to take awareness of consumers about Intuition Plus products because of its

effectiveness but in cheaper price. These are some suitable magazines and newspapers for the

target customers such as: Hoa Hoc Tro, The Gioi Phu Nu, Tiep Thi & Gia Dinh, Thanh Nien,

Tuoi Tre, etc. Furthermore, visiting website is the common habit of the youth and office staffs

as well; therefore, Wilkinson Sword will put the flash ads on the websites to attract the

attention of target consumers. These are some popular websites:

www.ngoisao.net, www.kenh14.vn, www.yeuamnhac.com: gathering the consumers

who care about fashion, music and most of them are teenagers.

www.dantri.com, www.vnexpress.vn: White-collar workers usually visit thesewebsites for updating the news and trends.

Outdoor advertising is also an effective tool to impress the viewers. Wilkinson Sword

will put Intuition Plus product¶s poster on some lifts in three shopping centers which are

Diamond Plaza, Parkson and Saigon Center. Moreover, the company also uses billboards on

three main streets ( Nguyen Trai, Hai Ba Trung and Tran Hung Dao) where many people pass

every day. In five big supermarket systems, Coop mart, Citimart, Medicare, LotterMart and

MaxiMart, product¶s images will be put by the store pillars and drop downs. The places that

company chooses to do out door advertising are popular and crowded; therefore, many

consumers might take a look and be aware of this new product. Moreover, these point of

purchase advertising ways also remind consumers about Intuition Plus products before their

purchasing. Especially, sponsorship is an event that Wilkinson can use to build the product¶s

image in consumers¶ mind. In the end of June 2009, the company will sponsor for a fashion

show of the model who is the representative of Intuition Plus product at Lan Anh Club.

12. Media objectives and target audience:

As the communication objectives of Wilkinson Sword, it wants to obtain about 30%

awareness of target audience from the first seven months and 10% of brand recognition in the

last four months. In fact, by using the media tools, they believe that these objectives could be

achievable. For more detail, in the media plan, Wilkinson Sword expects to have some

specific objectives after using four major media tools: newspapers and magazines, TV ads,



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websites and outdoor media (poster, flyer, banner and billboard). The table below presents the

media objectives that Wilkinson Sword wants to attain.

Timeline Objectives Newspapers

& Magazines

TV ads Websites Outdoor

Media

First 7

months

Brand

awareness

10% 10% 5% 5%

Last 5

months

Brand

recognition

4% 3% 1% 2%

The numbers of objectives of each media tool are set by Wilkinson Sword based on

two factors: the effect of the advertisements such as TV ads with video and sound can draw

more attention than print ads on a magazine and how often the target audiences access thismedium. The higher frequency rate would lead to the higher objective¶s achievement through

this tool. The table below will show the major potential target audiences of each medium.

Medium Target Audience

Newspaper & Magazines Teenager, Student, White collars, Model,

Athlete, Housewife and Promotion girl.

TV Ads Teenager, Student, White collars, Model,

Athlete, Housewife and Promotion girl.

Websites Teenager, Student, White collar.

Outdoor Media Teenager, Student, White collars,

Housewife and Promotion girl.

13. Media Mix:

In Wilkinson Sword¶s communication strategy, the focus point will be sponsoring for the

fashion show of the model who is Intuition Plus products¶ representative. In fact, they take full

advantages of this event and exploit all possible media tool which can be used to gain great

awareness of consumers. Specifically, this event will be held in June when the hot summer

starts and target audiences might tend to wear short clothes. The fashion show will take place

at Lan Anh Club. The stage background will have logo of Wilkinson Sword as the main

sponsor, the large picture of Intuition Plus products¶ representative and some big banners



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would be hung along the grand stands and in front of Lan Anh Club. In the program, this

model performs some swimwear, casual wear and formal dress collections. Meanwhile, the

screen on stage will show some picture slides about Intuition Plus products and she always

brings it along wherever she goes.

Besides, at outside, there will be a booth to display all Intuition Plus products and a

team of beautiful promotion girls wearing short skirts will be in charge of welcoming guests,

distributing flyers and posters and introducing about the products to the guests. On the other

hand, two weeks before the fashion show, Wilkinson Sword will keep advertising for it on

TV, newspapers and magazines to inform people and send the invitations to target audiences

for this event.

14. Media Reach and Frequency:

Wilkinson Sword target audience is mainly focused on three demographic factors: age

from 15 ± 30 year olds, monthly income in class C and live in six big urban areas. Thus, on the

entire Vietnam¶s population, the company assumes that there might be approximately 3

millions people who might be in their target audience group. Besides, Wilkinson Sword

pushes a lot in advertising and exploits many media at the big public places, so they expect the

media reach and frequency of the media would be high. In the below table, event has the

highest number of reach and frequency because on June, the company will use all media tools

to advertise for this event. Besides, among the tradition advertising media, they expect that TV

and outdoor have higher numbers of reach and frequency than other tools because the target

audience of Intuition Plus product usually approach these media many times more than the

other ones.

Medium Reach per month (%) Achieve per month (people) Frequency

TV 36,7% 110,000/ 3 millions 4 times / month

Newspaper 6,7% 20,000/ 3 millions 1 times / month

Magazine 26,7% 80,000/ 3 millions 4 times / month

Website 11,7% 35,000/ 3 millions 2 times / month

Lift 3,4% 10,000/ 3 millions 1 times / month

Billboard 33,4% 100,000/ 3 millions 2 times / month

Store Pillar 40% 120,000/ 3 millions 3 times / month

Drop down 30% 90,000/ 3 millions 3 times / month

Event 53,4% 160,000/ 3 millions 5 times/month



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15. Schedule:

y Continuity scheduling: Wilkinson Sword would advertise on magazines in the whole

year because most of the target audiences would like to read magazines rather than other

media.

y Burst scheduling: TV channels and newspapers are used in some special period of the

year to support for magazines because of less effectiveness of newspapers (advertising pages

are separated from the news pages) and high cost of TV. Therefore, in the first three months of

launching product, Wilkinson Sword focuses on newspapers and TV strongly to raise people¶s

awareness. More advertisings are pushed in June to promote the Intuition Plus event and then,

in last three months to remind the brand name and encourage purchasing because big shopping

at the end of year (Christmas and Lunar new year) is the habit of Vietnamese people.

y Drip scheduling: Outdoor activities are also speeded up to raise consumers¶ awareness

and recognition.

Lift advertising are put in the big plazas where gather many target audience. It

is very effective because people tend to read the ads when waiting for the lift.

Store pillar and drop down placed in the big supermarkets will remind the

brand in consumers¶ mind and involve to their purchasing behaviors.

Billboards are hung on high buildings in some crowded areas (usually shopping

streets) where target audiences incline to pass by such as Tran Hung Dao, Hai

Ba Trung and Nguyen Trai.

(The detail table of schedule is shown in Appendix 1)

16. Budget

Wilkinson Sword¶s budget estimation for advertising is around $339,000 (Appendix 2).

This amount is not too high for one year advertisement in newspaper, magazine, TV,

billboard, store pillar, poster, website, drop down and sponsorship event. Because Wilkinson

Sword in Vietnam is a new brand name and new category in the razor market, so the company

can not take risk to invest a lot because there is no evidence to guarantee that Intuition Plus

product will be successful in Vietnam and take enough profit to cover for the expense.

Therefore, Wilkinson decides that the investment in this first year is experiment in Vietnam

market.



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17 . Media Evaluation:

The company tries to make the evaluation survey on the website of Wilkinson Sword

Vietnam that includes many questions such as: µHow do you feel about Intuition Plus will

keep track of the sale volumes for evaluating the success of Intuition Plus products in Vietnam

market after each months. Moreover, they also will draw the charts of sale volumes in the

report that can be easy to compare each month in one year.

II. Creative Concept:

Generally, the company will create an advertising video clip. The content of this clip

would be about a group of young girls going to swimming pool and one of them is the

Intuition Plus product¶s representative. When they are changing swimsuits, everybody is very

impressive with the representative¶s beautiful and fair legs. Meanwhile, one of the girls is a

little shy because of the unwanted hair on her legs. Then, the representative will get an

Intuition Plus Hydrasoft product from her bag and hand it to that girl. After few minutes, the

girl steps out the changing room with the beautiful and clean legs in surprising eyes of other

girls. This advertising clip has some good characteristics such as:

y Clever: show out all the benefits of Intuition Plus product: portability, convenient,

safety and speedy.

y Effective and Persuasion: show the clean legs of the girl who used Intuition Plus

product and the girl who did not use.y Humor: the face and performance of other girls in this situation.



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III. Appendix:

o Appendix 1 (The advertising schedule of W ilkinson Sword

in one year):

Newspaper (Tuoi Tre, Thanh Nien)

MagazineA: (2!, Dep)B: (Phu Nu, TT & GD, VTM)

Television(HTV7, HTV9, VTV3, VTV

January 1 color full page / week (on Monday)

A: 2 color full pages / monthB: 2 color full page / week

1 spots (15s) : 11h ± 13h1 spots (15s) : 19h ± 22h 2 times / week (Wed, Sun)

F ebruary - March 1 color half page / week (on Wednesday)

A: 1 color full page / monthB: 1 color full page / week

1 spots (15s) : 19h ± 22h 1times / week (on Saturday

April - May A: 1 color half pages / monthB: 1 color half page / 2 weeks

June 2 color half pages / week (on Monday & Thursday)

A: 2 color full pages / monthB: 1 color full page / week

1 spots (15s) : 11h ± 13h1 spots (15s) : 19h ± 22h 2 times / week (Wed, Sun)

July - September A: 1 color half pages / monthB: 1 color half page / 2 weeks

October -

December

1 color full pages / week (on Monday)

A: 1 color half page / monthB: 1 color half page / 2 weeks

1 spots (15s) : 19h ± 22h 1times / week (on Saturday

Website:

Jan to March June

banner www.ngoisao.net,www.kenh14.vn,www.yeuamnhac.com www.dantri.com,www.vnexpress.vn,www.24h.com.vn www.hihihehe.com www.zing.vn

www.ngoisao.net,www.kenh14.vn,www.yeuamnhac.com www.dantri.com,www.vnexpress.vn,www.24h.com.vn www.hihihehe.com www.zing.vn

Website Create a new website (call for action)



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Outdoor:

January to March April to

May

June July to September October to Dec

ift Diamond: 1 unit

Parkson: 3 units

Sai gon center: 1 unit

Diamond: 1 unit

Parkson: 3 units

Sai gon center: 1 unit

illboard Hai Ba Trung street, Tran Hung Dao street, Nguyen Trai street.

ore

llar

y Maximart:3/2 and Cong Hoa

y Lotte Mart

y Coop mart: Nguyen Dinh Chieu,Cong Quynh.

y Citimart:

Nguyen Traiy Medicare:Hai Ba Trung


y Coop mart: Nguyen DinhChieu, Cong Quynh.

y Citimart:

Nguyen Trai

y Maximart:3/2 and Cong

y Lotte Mart

y Coop mart: Nguyen DinhCong Quynh.

y Citimart:

Nguyen Trai

rop

own


y Lotte Mart

y Coop mart: Nguyen Dinh Chieu,Cong Quynh.

y Citimart: Nguyen Trai

y Medicare:Hai Ba Trung


y Lottey Coop mart: Nguyen Dinh Chieu,Cong Quynh.

y Citimart: Nguyen Trai

y Medicare:Tran Hung Dao

Event: at the end of June

Poster Flyer Product booth Banner

Requirement 50 units (A3) 1000 units One booth present about

Intuition products

2 units insideand 1 unit on the

gate.



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o Appendix 2 (The budget of W ilkinson Sword in one year):

Budget Preparation for Intuition Plus advertisement

Year: 2009

Unit of Currency: US Dollar

Type of

media

Unit Size Price per unit Quantity Total

Newspaper page 21cm x 28cm $1,300 56 $72, 800

Magazine page 21cm x 28cm $1,000 127.5 $127, 500

Television spot 15s $1,500 at 11-13h$1,800 at 19-22h

32 times at 11-13h64 times at 19-22h

$115,248

Banner on

website

unit 8cm x 12cm $500 7 $3500

Poster on Lift unit 38cm x 45cm $235.3 6 $1,411.8

Billboard unit 3m x 4m $1000 3 $3,000

Store Pillar unit A0 $411.75 12 $4,941

Drop Down unit A2 $294.1 10 $2,941

Banner unit 28cm x 40cm $8.8 3 $26.4

Poster page A4 $5.88 50 $

F lyer page A5 $0.042 1000 $4

$ 331, 704.2

Budget Preparation for Fashion Show25 June 2009

Unit of Currency: US Dollar

Name Unit Price per

unit

Quantity Total

1/ Stage Decoration:

Stage (Lan Anh

club)

unit $2000 1 $2,000

Backdrop unit $97 1 $97

F lower bunch $11.8 4 $47.2 Design F ee $265 $265

2 / Sound, Light, Screen, Projector:

Sound unit $550 1 $550

Light unit $530 1 $530

Screen &

Projector

unit $176.5 2 $353

Camera hired unit $18.8 4 $75.2



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3 / MC person $120 2 $240

4 / Logistic:

Receptionist person $12 10 $120

Security person $12 10 $120

Cameraman person $60 1 $60

F ilm recorder person $120 2 $240

Promotion Girl person $8.8 40 $352

Receptionist¶s

uniform

unit $11.8 10 $118

Singer hired person $55 2 $110

Set up & Clean

up

$1150

Booth Set up fee $88 1 $88

Miscellaneous

fee

$353

$6,868.4Total budget of advertising and event of WS in one year $338,572.6



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Reference List

y µCategories¶ 2008, Wilkinson Sword, viewed 16 December 2008,

http://www.needblades.co.uk/intuition-27-c.asp.

y Deboo, M. 2008, Week 9: PowerPoint Presentation: Vietnam Media Landscape.

y µIntuition Plus¶ 2008, Wilkinson Sword, viewed 15 December 2008,

http://www.wilkinsonsword.co.uk/women/showroom/intuition_plus.

y µHeritage¶ 2008, Wilkinson Sword, viewed 15 December 2008,

http://www.wilkinsonsword.co.uk/women/heritage.

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