RMIT INTERNATIONAL UNIVERSITY VIETNAM

MARKETING COMMUNICATION MKTG1257

Lecturer: Melvin Fernando

Team: Panda
Nguyen Lien Mai Khanh- s3192884
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Phan Tran Bao Ngoc- s3246578 Chu

Minh Hien- s3209786 Nguyen Thi
Thuy Van- s3220648 Nguyen Thi
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Thanh Thuy-s3209797 Huynh Thi Tu

Trinh- s3209675 Group: 2

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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

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

EXECUTIVE SUMMARY
This report is implemented to perform the background information of PONDS WHITE BEAUTY brand
based on its current situation, competitor analysis as well as future marketing and promotional objectives
under techniques of marketing communications 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, Ponds provide completely 3 main parts of product. These are core product
(beauty and confidence), actual product (packages design, pinkish-white style) and augmented product
(warranty, instructions). Ponds 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 Ponds 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 Ponds 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

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beauty. Besides it, weather and climate can be a serious consideration for Ponds.
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 Ponds 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 audiences curious and attention. Also, it 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 Ponds booths in
cinema, shopping mall, high schools and music concert for customers to come and receive Ponds 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 Ponds, 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 ponds 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 Ponds 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 Ponds cream and attack Ponds package plus application form to

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send to Ponds 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.
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-ofhome), 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 Ponds 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 Ponds 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 Ponds is aim to give
the girls beauty and confidence in their life.

Actual product:
Ponds 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 girls skins.

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Augmented product:
Its related to the warranty and additional customer services providing. Inside the package,
Ponds has offered a paper of instructions on how to use the products, also the phone

numbers and website for customers to contact if there are any problems or misunderstand about
Ponds white cream.
1.2External :
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:
> Customers 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: Ponds 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. Ponds comes from Uniliver which is a famous corporation in
England; therefore, it is trusted in good quality.
> Lifestyle: Ponds is suitable for 2 kinds of customer: Strivers and Experiencers
S 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.
S 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,

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they want to spend money on fashion, entertainment and socializing, especially cosmetic- white
cream like Ponds.

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

STAGE 1: Being exposed

attention

STAGE 3: Comprehending attended

to information

-The brand message is high

information

-Deliver the message

relevant to the interest of girls

- Consumer's perception can analyze

wishing to own a pinkish white

features of Pond's (round box, pink and

shining pinkish-white"
regularly.

=> skin^ completely catch their

white colors, 50g size).

-Use TV ad, magazines,

conscious attention.

- Active synthesis: Pond's is sold at

banners, posters, design

-The TV ads used the pink-white

supermarkets, convenient stores^likely

of packages to present

background and movement to

for customers to perceive Pond's as

the brand's message.

easily catch consumer's eyes^high

good quality with

STAGE 2: Paying

level of attention.

43STAGE 5: Retrieving

STAGE 5: Retaining accepted

information

information from

information in memory - Sensory stores:

-Pond's used endorsers -

memory

remind customers with smell and

Tuyet Ngoc model

-Pond's uses a small rose

touching (soft cream).

(Vietnamese famous

symbol with the pink and

-Short term memory: message: "shining

person) to enhance the

white background in their

pinkish white" is repeated many times in

message credibility ^ it

ads to differentiate with

media to help customer remember

created realistic evidence

competitors.

Pond's unique characteristic.

that helping girls to own a

^ High in imagery

pinkish white skin.

represented in

customer with basic knowledge (good

^ Enhancing high level of

customer's memory.

quality cream with affordable price to

agreement with brand's

^Success in applying

make you shining and confident)

dual-coding theory.

STAGE 4: Agreeing with comprehending

Long term memory: remind

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Other whitening products include
Biore, Hazeline, Thorakao, E 100,
Feiya, Eversolf, Kaila,etc.

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Whitening Products

4Ps

PONDS Ponds White

OLAY Olay

NIVEA White Extra Cell

ESSANCE Lacvert

Beauty.

White Radiance.

Repair

Essance Aqua
Lightening

Product

- making brighter skin

-make a whitening

-with component of licorice

- with the formulas

with the formula of Pro-

skin, reduce spot

extract and Vitamin C&E

of triple action

Vitamin B3 and Lycopene and pore. -

will make brighter skin.

helping to reduce

component.

- also protect skin from the

melanin, regenerate

sunlight.

function of skin. -

Especially, with the

- using an ingredient to formula of SPF 19

protect skin from suns can protect skin

making skin

damaging rays and gives from UVA/UVB-

becomes white and

the natural pinkish bright main reason making

smooth.

skin to females.
Price

suntanned skin.

- Facial Foam: 25000

- Foam: 34000 VND - Cleansing Foam: 23000

-Cleansing foam:

VND

- Cream: 105000

40000 VND -

-Toner: 44000 VND

VND

- Cream: 53000 VND

VND
-Day cream: 65000 VND
- Night cream: 65000 VND

Toner: 90000 VND

- Cream: 105000
VND

Promotion

Advertising on TV,

Advertising on TV,

Using various below the line

Advertising on

teenager and young adult

magazine for

routes and identifies ways of

newspaper,

magazine, online

woman, online

talking to teenagers directly. magazine

newspaper.

newspaper.

-Launch an interactive

- Sponsor for TV series

-Sale Promotion:

online magazine call FYI

conferences to

movie, Passport to Love

lucky draw for

(fund, young and

introduce new

and event Golden Album

promotional

independent) to raise the

products.

music concert.

products.

awareness of the brand.

-Sale promotion:

-Opening

reduce price, gift

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attachment.

Place

- Ponds products are sold -Product is sold in

-product is sold in super

Essance is sold in

in convenience store,

market, grocery and

super market,

cosmetic store.

cosmetic store and

convenience stores,

cosmetic merchandise and cosmetic store and

all supper market in

all supper market.

Vietnam.

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, Ponds 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:

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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 Mothers Day, Teachers Day, Christmas, Tet Holiday, Valentine and Womens
Day. That is the best time for us to promote Sales promotion.
and August is summer holiday, thus, this is great

Furthermore, June,

July

opportunities for us to attractour 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:
S To increase overall attention and awareness of Ponds White Beauty to at least 90% of target customer
(teenagers and young adult).
From Awareness to Expectation:
S Enhance customers knowledge of the product; specify clearly what they can expect from buying and
using Ponds White Beauty, by ensuring to use a clear, single message for many marcom tools.
S The message must clarify the products unique characteristic-providing you a healthy, pinkish-white
skin, not an unnatural white one.
S Ensure the message can reach up to 82% of target market.
From Expectation to Trial
S Providing chance for target customers to try the product, by giving sample.
S Ensure the sample is given in at least some big universities, high school as well as supermarkets.
S So that the trial rate could range from 45-50% of target customer.
Enhancing Attitude and Belief
S Reinforcing good attitude and belief of our brand and product, by not only the product quality, but also by

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performing a good job in other relevant activities, such as the Pink Christmas event and Contest.
S Promoting the brand image Ponds White Beauty brings you a shining rosy-white skin as you wish
S To build a positive attitude and belief in at least 32-35% of customers
Affecting Purchase Behavior and building Brand Loyalty:
S All above marcom efforts are to ensure the increasing in the market share up to 26% in target segment.
S To build up Ponds 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 consumers interest about a new marketing strategy in 2010 for Ponds 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 Ponds target customer will

discuss and mention about the clip with their friends every day.
1.2. Strategies:
1.2.1. Television:

Ponds 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 viewers 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 its the most famous online website globally specializing clips which
has 100 million viewers. Therefore, Ponds clip might raise the notice 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 Ponds White Beautys 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 15 s, firstly

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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 Ponds 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

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

a result, a

not

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 Ponds 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
customers interest to make them waiting for the next clip.

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.
Please refer to Appendix 3.2 to see the pictures to have more detail about the scenes.
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.

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Moreover, the text will appear in front the clip Lets choose Ponds white beauty to help your prince
realize you!!

Then, the product Ponds White Beauty appears with the unique message: Ponds 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 teenagers 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 Ponds white beauty will find their
own Prince and get the success in life.

Please refer to Appendix 3.3 to see the pictures to have more detail about the scenes.

> 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 Vietnams population (Nielsen, 2008).
Based on that, we can assume that nearly 8,000 young girls in Vietnam getting notice from watching
Ponds 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.

Moreover, as Ponds advertisement posting on YouTube 3 months ago has about 1,300 viewers, our
strategy that posting Ponds 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

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message. It shows a nice looking female with pinkish white skin using Ponds. 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 Ponds (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)

> Total Budget: $75,000

> 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 Ponds 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:

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 Ponds 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 Ponds 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 peoples 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 Ponds White Beauty website, the effectiveness of this media will be measure
by comparing the traffics to Ponds before and after the campaign.

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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:
S Channel 14 CPM (per month) 14 $5,400/ 16,641= $0.32
S Zing News CPM (per month) $6,000/ 28,523= $0.21 (TM=60% ^ CPM-TM = $0.35)
S 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.

Ponds 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 Ponds event. It will not carry any
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 Ponds 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.

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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 PONDS 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 Booths picture.

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 Ponds 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:
S Youth culture house.
S Cinema such as Megastar Hung Vuong, Galaxy Nguyen Du, Nguyen Trai etc.
S Shopping mall (Saigon square, supermarkets).
S High schools (Le Hong Phong, Le Quy Don, Nguyen Thi Minh Khai).
S Universities ( Educational university, Social science and human university)
S Concert music (Hoa nhip ban tre): besides distributing the free sample the customers will also receive a

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fan with image of Ponds White beauty so that it not only make the audience feel comfortable during the
concert but also can bring the image of Ponds white beauty easily to the consumers mind.

It is believed effective in attracting the customers go to Ponds

booth to get free sample

because:
S 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).
S Decorating pinky booth combined with giving the horoscope information will make the customers be
curious and come.
S 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
horoscope- the information about feeling, activities on that day. The customers especially teenagers
will feel curious and interested in this program
> Total Budget: $500,000
> 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:

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S 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.
S 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 Ponds White Beauty, they will get a lovely Hippie
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 Ponds 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 Ponds white Beauty. For those teen boys, they can buy
Ponds 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 Valentines Day.

> Total Budget: $110,000

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 Ponds 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

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thing.
> Total Budget: $3,500
> Evaluation and control for Gift Attachment and Voucher

Observing the consumer behavior respond when they buy Ponds products. It is important to know
that consumers get interest in the gift attachment.

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

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pictures with pinkish glorious design and beautiful Christmas girls in cute, pink dress (refer to Appendix
10.3).

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: Ponds White Beauty-shine your skin-shine your life. Ponds White Beauty brings
you confident and shining, makes your life interesting and colorful. Now Ponds 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

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Based on sales volume: if the sales increase, then the event is successful.
3.2.2. Contest:
WITH PONDS WHITE BEAUTY,
REACH THE TOP OF CREATIVITY!!!
In order to reach objectives set up, Ponds 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 Ponds Icon contest from 1/5/2011 to

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30/7/2011. Two activities run parallel.

Turn your ideas into reality

Ponds Icon

At the beginning of May, Ponds advertise contest through communication channels such as
pondswhitebeauty.vn, 2! Magazine and TGPN
Participations

All Vietnamese students who are

Girls who are from 15 to 25 years old

studying at high schools and universities

Purpose

Participants will come up with the Looking for the models for recording video clips
creative brief and ideas of television which winning participants of Turn your ideas
advertisement scripts for Ponds White
Beauty.

Requirements

into reality contest.

The ads scripts have to convey

Girls will show Ponds moment which is the

advertising ideas clearly in writing,

best expressive with Ponds product. Photos

representing the brands image

(13*18 cm, without using Photoshop) along

efficiently Ponds- natural pinkish white with application form from 2! Magazines,
skin, captures attention, inventively and

attaching Ponds White Beauty package and

originality. Deadline submission on 30th

ship it to Ponds office (refer to Appendix 11).

June 2011.

Duties of

At middle of July, Ponds chooses Five

At the middle of July, Five excellent models

winners

highly regarded copywriters with

that are picked out by Ponds will have chances

excellent scripts. Each of them will be

to recording five scripts from Turn your ideas

provided 50 million to shoot their

clips.

into reality contest.

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, Ponds 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

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rewards. The more people join in contest, the more were successful. Vote will be ended on 20/8/20011.
On September, the most excellent clips will be rewarded- one is chosen by Ponds and one gets highest
viewers votes. Rewards for winners include:
S Holiday trips to Singapore- Malaysia in 4 days.
S Chosen models will be acting in the next official commercial clip of Ponds White Beauty.
S 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:
S Celebrate on summer time and focus on teen-girls and students
S Matches teen-girls interests such as being well-know and their images spread everywhere through mass
media like TV, Internet and magazines.
S Useful playground for cultivating and encourages creativity.
S Through competition, participants can discover their special talents and have more clearly
orientation for their carrier in the future.
S Tremendous rewards.
S Encourage purchasing power to allow customers to join in the contest and create positive consumers
attitude toward the product
> Budgeted cost: $90,000
> Evaluation:

Customer awareness: determine how much knowledge consumers learn about Ponds through contest and
affects their purchasing power by looking at market share before contest and after running contest.

Sales volume: More people buy Ponds 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-sitepondswhitebeauty.com, Ponds 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,

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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://vietidea.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- docDai-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".
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:

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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 asmicro-

site

landatranghong.com, news website vnexpress, ngoisaoand 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.
2. Hierarchy of marcom effects.

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(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 Oet
2010!!!

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3.2 Clip B

THE PRINCE COMES TO THE CASTLE AND FOUND

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TWO BEAUTIFUL PRINCESSES

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3.3 Clip C

an

FINALLY, THE PRINCE HAD CHOSE

PINKISH-WHITE PRINCESS...

Jk
fl

photo Duong V^j

LETS CHOOSE
PONPS WHITE BEAUTY TO

HELP YOUR PRINCE

REALIZE YOU!!!!

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white beauty

PONDS

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4. Magazine Advertising
4.1 Magazine Ads

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

POND'S

Sample pack

Pond's White Beauty 1^

7.2 Horoscope message:

Booth of Pond decorated in pink

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8. Gift Attachment
8.1Hippie headband

8.2 Annamite Restaurant

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9. Sammy Hotel

10. Special Event:

10.1 Wishing Garden:

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10.2 Cute notes for writing wishes:

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11. Contest

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Turn creativity into reality Poster

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Application Form
12. Marketing Communication Cost

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Oct 2010- Sep 2011 Marketing Communications Cost

Strategy

Descriptions

Cost/ Unit

HTV

Time: 21: 00-22:00

$2,000/ 30s ad

VTV

Time: 21:00-22:00

$1,400/ 30s ad

Advertising
TV Ads

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.

Cover page (50,000 issues/ vol.)

$3,200/ ad/ vol.

TGPN
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/ s ample

Gift
Hippie headband

Christmas Event Dec '10

$0.5/ headband

Romantic Dinner Date

Valentine Event Feb '11

$100/ couple

Sea View Room

$170/ couple/ night

Singapore 4 days 3 nights

$490/ person

Voucher
Sammy Hotel
Public Relations
Contest
Travel& Accommodation

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

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

$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

$11,640

Total

$125,270

$129,670

$17,670

$20,870

$11,970

$11,970

$98,570

$98,570

$98,570

$98,570

$57,770

$883,240

Advertising

Magazine

$970
$113,770

$970

$970

Sales Promotion
Sampling

$250,000

$250,000

$500,000

Gift

$100,000

$10,000

$110,000

Voucher

$3,500

$3,500

$250,000

$250,000

$100,000

$10,000

$3,500

$613,500

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

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

$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

22.79%

22.09%

17.59%

1.07%

1.87%

7.20%

7.20%

Total
Public Relations

TOTAL S
UMMARY

TOTAL
% OF TOTAL

0.73%

0.73%

7.20%

7.20%

4.33%

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Allocated Budget Percentage

Advertising

Sales Promotion

Public Relations

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