Stage 2_Media Planning

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GRAP 2413: Understanding Advertising Media

MAIN ASSIGNMENT

Stage 2: Media Planning

Phan Ngoc Anh Thu

S3160793

8 January 2010

Lecturer: Supanida Chantarin

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Table of Content

I. Communication Objectives ...................................................................................3

II. Media Objectives ...................................................................................................3

III. Target Market and Geographical Coverage .........................................................3

IV. Media Strategies.....................................................................................................4

1. Promotional mix tools ........................................................................................4

2. Selected Mediums ..............................................................................................5

a) Advertising .....................................................................................................5

b) Sales Promotion..............................................................................................7

c) Public Relations .............................................................................................7

3. Selected Media Vehicles .....................................................................................8

a) Advertising .....................................................................................................8

b) Sales Promotion............................................................................................15

c) Public Relation .............................................................................................15

V. Budget ..................................................................................................................16

VI. Scheduling............................................................................................................17

VII. Flowchart ............................................................................................................17

VIII. Reference List: ...................................................................................................18

IX. Appendix..............................................................................................................19

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I. Communication Objectives Pond’s Age Miracle is the best solution for anti-aging for women due to its high

effectiveness. Pond’s Age Miracle was already introduced in Vietnamese market but the

strategy was not really successful. In this time, the product will be re-launched with a

new image. The media objectives will mainly focus on raising the awareness of

consumers and creating brand recall for the ones who already used the product before.

Specifically, through the broadcast media, Pond’s Age Miracle expects to gain awareness

of 80% of the target market and 60% of the target consumers can recall the product after

exposing to the advertising media over one year period. These figures are quite high

because Pond’s Age Miracle is not a completely new launched product; there are some

consumers who already knew about its existence. Moreover, the brand Pond’s has built a

good prestige and reputation in consumers’ mind in Vietnamese market. Newspapers,

magazines and television are determined as major advertising media due to theirs high

coverage

II. Media Objectives Pond’s Age Miracle sets the objectives for TV ads to reach 50% of the target audience at

least three times over the three-month period and the duplicated reach could probably

happen because the ad will be placed on more than one TV show. This objective is not

high because the media strategy will not only focus on TV but also use other mediums.

Moreover, due to the high cost, the usage of TVC will be limited.

III. Target Market and Geographical Coverage Pond’s Age Miracle targets women who are from 35 to 60 years old; they also have an

average income and are classified in upper middle class and upper class (‘Demographics

Classifications’, n.d). Their occupations could be housewife, white collar worker, clerk,

teacher or any one else who wants to prevent the signs of aging and has a beautiful,

young and smooth skin despite their real age. Most of these targeted women live in urban

areas. Therefore, this advertising campaign will focus operating at Hanoi (HN) and Ho

Chi Minh City (HCMC), which are the two biggest cities of Vietnam. The figures below

demonstrate that the average monthly household income and contribution to total

Vietnam GDP of these cities’ residents are quite high, which can meet the criteria of

target audience.

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Source: ‘HCMC vs. Hanoi: Understanding Consumer Differences’ (2009)

IV. Media Strategies

1. Promotional mix tools To achieve the media objectives and foster the expansion of Pond’s Age Miracle in

Vietnamese market, the campaign will apply some promotional mix tools comprising

advertising, sales promotion and public relations. With the aim to gain awareness of

target consumers, advertising is a very effective way of reaching a wide audience and the

repetition of advertisements can help to build brand recall and trust of consumers towards

the product’s image. Besides, sales promotion is a good tool to generate quick increase in

sales in a short term. Sometimes, the consumers could not decide what they really want;

thus, when Pond’s Age Miracle offers some kinds of sales promotion, they can probably

encourage consumers want to take trial. Finally, public relations (PR) are considered as

key strategy of this campaign due to its strong impacts. The activities about PR are

expected to catch huge attention of target consumers and spread out more detail about the

goodness of Pond’s Age Miracle to them. Although public relation might be costly but the

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positive effects it can gain are worth doing.

2. Selected Mediums

a) Advertising

The advertising will mainly focus on the mediums of traditional media including TV,

magazine, in-store and outdoor advertising and new media like websites. The campaign’s

period is in one year so the advertising will be spread alternately all over the time, not

combining all of those mediums at the same time. Some mediums have high popularity

such as TV, magazine and website would be used continuously throughout the period.

Because the objective of Pond’s Age Miracle is to reach 50% of target audience at least

three times in one quarter; thus, these mediums are necessary to raise the attention and

knowledge of consumers about the product. However, the amount and size of

advertisements will be variable at different times, depending on the other activities of the

campaign. For example, the number of ads would be increased to inform audience when

Pond’s Age Miracle has special events or sales promotion. These are the benefits of using

TV, magazines and websites.

- TV: reaching large numbers of audience on a national level and we can choose the

specific time that most target consumers will watch the TV or specific programs they

often prefer. Moreover, TV offers the ability to convey the message with sight, sound and

motion which might convince the audiences better. The chart below showed the

percentage of media access or device ownership and TV held the highest numbers in all

three years from 2006 to 2008.

Source: ‘Traditional media landscape’ (n.d)

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TV is dominant in ads spend by type of media


- Magazine: giving more chances to approach the target consumers as we can select

the magazines that have appropriate segmentation and familiar target with Pond’s Age

Miracle such as women, beauty and fashion. Moreover, the audience may read magazines

more than one time so the frequency could be increased.

- Website: the significant rise of Internet users in Vietnam today has made website

become an effective tool for advertising. The most popular websites in Vietnam like

VnExpress, 24h.com.vn and Ngoisao.net are updating about news, fashion trend or

entertainment. They could attract million viewers per day including the target market.

Moreover, advertising on website is cheap, fast and easy to edit or replace the content.

TV and magazine gained high percentage of media reach compared with other

mediums meanwhile the number of Internet increased quickly over three years.


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Besides, the in-store and outdoor advertising will also be used variably, depending on the

different vehicles. Specifically, the in-store advertising will be in-store TV, placed at the

big supermarkets in Hanoi and HCMC to show Pond’s Age Miracle ads and some video

clips about how to massage the skin or wash skin in a right way; point of purchase (POP)

display like hanging posters or banners. The consumers often tend to make buying

decisions if the display of product’s booth could catch their attention and make them have

strong impression about the product. Thus, the in-door advertising is very effective in

encouraging people’s consumption.

Outdoor advertising will be billboards on the crowded streets and crossroads in the cities.

It is a really good way to reach largely the target consumers because they frequently pass

by these streets to go to work or city centers. Moreover, this vehicle also offers

informative, relevant content which can raise consumers’ interest.

b) Sales Promotion

Sales promotion is one of the important parts of media strategy. Its purposes are to

promote an increase in sales, usage and encourage consumers to take trial. The activities

of sales promotion will be executed at a different and specific moment of time for Pond’s

Age Miracle, comprising premium (giving small, free gift for consumers); loyalty

program (accumulating point of each purchase to get a VIP card and discount) and lucky

draw for consumers with many fascinating and valuable awards.

- Premium: every one loves free stuffs. So, giving free gift for consumers can

generate great attention of consumers. Maybe they have not had a decision to buy Pond’s

Age Miracle yet but in order to get the free gift, they might buy the product.

- Loyalty program: this activity helps Pond’s Age Miracle to build brand loyalty and

encourage re-purchase of consumers. With the good benefits of VIP member card offer,

they make the consumers want to buy many times to qualify the criteria of being a VIP

member.

c) Public Relations

There will be a big event - Pond’s Age Miracle Day, which will be taken place at Quan

Khu 7 stadium in HCMC and Quan Ngua stadium in Hanoi. All the consumers are

welcomed to join. The event would be a chance for women to discuss about skin care,

meet the experts in beauty industry and ask them queries about anti-aging methods.

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Moreover, there will be professional staff to give consultant individually for each

consumer. Moreover, in this event, target consumers can also experience the professional

and thoughtful customer services. They know that customers are the top priority of

Pond’s Age Miracle. Using Pond’s Age Miracle, customers will not only satisfy with the

product but also the services it bring to. Besides, there will be a lucky draw for every

attendant to attract them to stay till the end of the event. Every activity in the event is free

so it can gain lots of attention. Thus, the event could be seen as a good medium for

Pond’s Age Miracle to bring the product closer to its target audience.

3. Selected Media Vehicles

a) Advertising

TV ads: As stated above, TV is one of the most effective advertising mediums due to its high

coverage and popularity. But the cost is really expensive so Pond’s Age Miracle just

focuses advertising on two major TV channels: HTV (Ho Chi Minh TV) and VTV

(Vietnam TV). These channels are also most watched and have very high rates of viewers

in the target cities: HCMC and Hanoi.

Source: Voting of which Vietnamese channel is the most favorite on Dienanh.net (2009)

Specifically, the 30-second ad of Pond’s Age Miracle will be broadcast on these channels

of HTV and VTV including HTV7, HTV9 and VTV3. As the target audiences are women

above 35 years old and have occupations like housewife, white collar, etc, we will choose

the appropriate times and programs that most of them will stay at home and watch TV.

The time interval should be between 18:00 and 23:00 because at those times, women

already arrive home from work, have dinner with their family and relax. So, they could

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have more free time and pay more attention to the programs rather than the morning,

when they are hurried in going to work or taking their children to school. Besides, the

selected programs should be about health, beauty, fashion or movie, music, talk shows.

The table below is the detailed plan for advertising on TV.

Program Channe

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Date Airtime Quantity &

Quarter (Q)

Unit cost

(VND)

Là Phái Đẹp

(As a woman)

HTV7 Sun 19:30-19:45 - Q1: 2 times

- Q2&Q3: 1 time

- Q4: 1 time

40,000,000

Thời Trang &Cuộc Sống

(Fashion & Life)

HTV7 Sun 12:05-12:30 - Q1: 2 times

- Q2&Q3: 1 time

- Q4: 1 time

25,000,000

Phim Tryện Việt Nam

(Vietnamese Movie)

HTV9 Mon-

Sun

18:00-18:45 - Q1: 2 times

- Q2&Q3: 1 time

- Q4: 1 time

30,000,000

Giải Trí 1

(Entertainment 1)

VTV3 19:55-21:00 - Q1: 2 times

- Q2&Q3: 1 time

- Q4: 1 time

45,000,000

Tình Yêu Của Tôi

(My Love)

VTV3 22:10-23:00 - Q1: 2 times

- Q2&Q3: 1 time

- Q4: 1 time

20,000,000

(Please see Appendix 1 for the full price list)

Magazine: The selected magazines will have the same target audience with Pond’s Age Miracle, who

mostly concern about shopping, fashion and beauty. According to the research ‘Vietnam

FIPP World Magazine Trends’ (2007), The Gioi Phu Nu (Women’s World), Cam Nang

Mua Sam (Shopping Handbook), Tiep Thi & Gia Dinh (Marketing & Family) are the

magazines which have really high readership in Vietnam in 2007.

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Source: ‘Vietnam FIPP World Magazine Trends’ (2007)

To save costs, the print ad is just shown in half page of these magazines. Like TVC,

throughout one year, magazine advertising will be divided into three main periods

including launch time (quarter 1), maintain time (quarter 2 and quarter 3) and event time

(quarter 4). The table below is the detailed plan for advertising on magazines.

Magazine Title Size Day of

Publication

Quantity &

Quarter (Q)

Unit Cost

(VND)

The Gioi Phu Nu

(Women’s World)

½ half page

horizontal,

color

10th , 25th

monthly

- Q1: 1 time

- Q2&Q3: 1 time

- Q4: 2 times

28,800,000

Cam Nang Mua Sam

(Shopping

Handbook)

½ half page

horizontal,

color

5th, 15th, 25th

monthly

- Q1: 3 times

- Q2&Q3: 1 time

- Q4: 2 times

14,000,000

Thoi Trang Tre ½ half page 1st, 10th, 20th - Q1: 1 time 25,000,000

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(Young Fashion) horizontal,

color

monthly - Q4: 1 time

Tiep Thi & Gia Dinh

(Marketing &

Family)

½ half page

horizontal,

color

Monday weekly - Q1: 1 time

- Q2&Q3: 1 time

- Q4: 2 times

39,250,000

Please see Appendix 2 for the full price list.

Website The selected websites include VnExpress (vnexpress.net), Dan Tri (dantri.com.vn) and

24h.com.vn, which are the most popular websites in Vietnam today (‘Social media

landscape’, n.d).

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Source: ‘Social media landscape’ (n.d)

The position and size of the banner would vary on different websites but be placed on the

specific columns that mostly accessed by Pond’s Age Miracle’s target audience such as

fashion and beauty. The table below shows the detailed plan for advertising on websites.

Website Position Dimension

(pixels)

Quantity &

Quarter (Q)

Unit Cost

(VND/month)

VnExpress.net Basic logo 180x150 - Q1: 2 times

- Q2&Q3: 2 times

- Q4: 2 times

6,000,000

Dantri.com.vn Great banner 770x120 - Q1: 2 times

- Q2&Q3: 2 times

- Q4: 2 times

5,000,000

24h.com.vn Top banner 420x120 - Q1: 3 times

- Q2&Q3: 2 times

- Q4: 3 times

3,000,000

Please see Appendix 3 for the full price list.

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In-store and Outdoor Advertising - In-store TV will be placed at the big supermarkets in Hanoi and HCMC as the target

consumers frequently go there for grocery, food and household goods.

City Supermarket District Duration &

Quarter (Q)

HCMC CoopMart Phu My Hung 7 - Q1: 2 months

- Q4: 1 month

HCMC CoopMart Cong Quynh 1 - Q1: 2 months

- Q4: 1 month

HCMC Maximark 3/2 10 - Q1: 2 months

- Q4: 2 month

HCMC Maximark Cong Hoa Tan Binh - Q1: 1 month

- Q4: 1 month

HCMC Lotte Mart 7 - Q1: 2 months

- Q4: 2 months

Hanoi Fivimart Dai La Dai La - Q1: 2 months

- Q4: 1 month

Hanoi Metro Tu Liem - Q1: 2 months

- Q4: 2 months

Hanoi BigC Tran Duy Hung - Q1: 2 months

- Q4: 1 month

- Point of Purchase: hanging posters and small banners at Pond’s Age Miracle’s booth

at some big shopping centers including Diamond Plaza, Parkson Hung Vuong and CT

Plaza in HCMC and Trang Tien Plaza in Hanoi. These are the familiar places, which

firstly pop out from many women’s heads when thinking of the places for buying

cosmetics, clothes and shoes.

Shopping Centers District Duration & Quarter (Q)

Diamond Plaza 1 - Q1: 3 months

- Q2&Q3: 2 months

- Q4: 3 months

Parkson Hung Vuong 5 - Q1: 3 months

- Q2&Q3: 2 months

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- Q4: 3 months

Parkson CT Plaza Tan Binh - Q1: 3 months

- Q2&Q3: 2 months

- Q4: 3 months

Trang Tien Plaza Hoan Kiem - Q1: 3 months

- Q2&Q3: 2 months

- Q4: 3 months

- Billboards: a 20 m² billboard will be hung at the crowded streets in the districts near

city center such as Cach Mang Thang 8, Nguyen Thi Minh Khai, Nam Ki Khoi Nghia

and Hai Ba Trung. A huge of amount people will frequently pass by these streets

because they lead to the city center, where most of the offices and entertainment places

are located.

City Street Duration & Quarter (Q)

HCMC Cach Mang Thang 8 - Q1: 3 months

- Q4: 3 months

HCMC Nguyen Thi Minh Khai - Q1: 3 months

- Q4: 3 months

HCMC Hai Ba Trung - Q1: 3 months

- Q4: 3 months

HCMC Nam Ki Khoi Nghia - Q1: 3 months

- Q4: 3 months

Hanoi Nguyen Trai - Q1: 3 months

- Q4: 3 months

Hanoi Nguyen Chi Thanh - Q1: 3 months

- Q4: 3 months

Hanoi Ly Thuong Kiet - Q1: 3 months

- Q4: 3 months

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b) Sales Promotion

- Premium: in the launching time (from January to March, 2010) in both HCMC and

Hanoi, every consumer buys one Pond’s Age Miracle will get a small pink wallet

(valued 20,000 VND/each), which has logo of Pond’s on it. The convenience of free

gift can encourage target consumers to buy the product because majority of women

uses wallet to keep their money and small personal stuffs like lipstick, keys and cards.

- Loyalty program: this program will start from March running to the end of the year.

When a consumer purchases the products of Pond’s Age Miracle kit over 1,000,000

VND, they can receive 1,000 points. When they accumulate 10,000 points, they can get

a VIP member card of Pond’s Age Miracle. With this card, they can receive discount

from 5% to 10% off of the services including heath care: skin massage, spa, gym and

beauty salon; entertainment: restaurant, café and karaoke; clothing and footwear.

Especially, the VIP member can receive 10% off every product of Pond’s as well to

encourage brand loyalty.

c) Public Relation

The event Pond’s Age Miracle Day will take place on Sunday, 26 December 2010 from

10:00 am to 3:00pm at Quan Khu 7 stadium in HCMC and Quan Ngua stadium in Hanoi.

It is a free-entry event so everyone is invited to join. This is the list of activities that the

attendant can join.

Activity Description

Facial Treatment - Skin massage, Advanced anti-aging

facial, Facial mask.

Make up - Normal or special occasion make-up,

Tinting eyebrows and eyelashes,

Massage - Soft and deep tissue massage, Hot rock

massage.

Skin consultant by professional teams - Skin analysis, Question & answer about

skin care

Waxing - Eyebrow, lip, chin, full face.

Pond’s Age Miracle’s trial - Receiving sample of Pond’s Age Miracle

and instructions for use.

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Especially, every consumer, who buys a product of Pond’s Age Miracle, can receive a

number. This number will be used for the lucky draw at the end of event to keep people

staying for the whole event. In fact, many consumers are really interested in winning a

prize or getting the valuable awards. They do not only like free stuff but also because

they want to try their luck. Paying a little amount of money for the product to get a

hundredfold worth gift is a desire of many people; as the awards are expensive items

including 1st Prize: one trip to Korea for two people, 2nd Prize: one 32” Samsung LCD

TV, and 3rd Prize: one gold jewelry set comprising ring, earrings and necklace.

V. Budget The target audiences of Pond’s Age Miracle are women living in HCMC and Hanoi,

which have the total population 6,427,000 people (‘Average female population by

province’, 2008). There is about 69.4% of population from 25 to 54 years old (CIA - The

World Factbook: Vietnam, n.d); so the assumed amount of target audiences might be

4,113,000 people. According to the objectives:

- 80% of people have awareness about the product = 80% x 4,113,000= 3,290,000

- 75% of people might buy the product = 75% x 3,290,000= 2,467,500

Meanwhile, one product of Pond’s Age Miracle kit has the average price between about

500,000 VND to 1,000,000 VND. Thus, the total income of Pond’s Age Miracle might be

around 1,233,750,000 VND to 2,467,500,000 VND. A consumer can re-purchase the

products over one time so the estimated budget for Pond’s Age Miracle’s media plan in

one year would be 3,000,000,000 VND. The chart below is the budget allocation.

Budget Allocation

35%

24%6%

13%

7%

15%

TVCMagazineWebsiteIn-store & Outdoor adsSales PromotionEvent

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VI. Scheduling

The scheduling strategy applied in this media plan is continuity because in 2010, Pond’s

Age Miracle will re-launch the product in HCMC and Hanoi’s market. Moreover, the

product can be sold in any time of the year. So, it needs continuous advertising activities

on various mediums to maintain and increase target audiences’ awareness. However, the

advertisements are just showed in some months of the year, not all the time. Specifically,

the media plan is divided into three periods: launching time (quarter 1), maintaining time

(quarter 2 and 3) and event time (quarter 4). The amount of advertising will be fostered in

launching time as it needs to gain attention of target consumers, decreased in the middle

of the year to maintain the brand image and increased again in the quarter 4 to promote

for the event – Pond’s Age Miracle Day.

VII. Flowchart Please see in the attached document

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Continuity

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VIII. Reference List: ‘Average female population by province’, 2008, General Statistics Office of Vietnam,

viewed 2 January 2010,

http://www.gso.gov.vn/default_en.aspx?tabid=467&idmid=3&ItemID=8649

CIA - The World Factbook: Vietnam, n.d, Central Intelligence Agency, viewed 1 January

2010, https://www.cia.gov/library/publications/the-world-factbook/geos/vm.html

‘Demographics Classifications’, n.d, Businessballs, viewed 16 November 2009,

http://www.businessballs.com/demographicsclassifications.htm

‘HCMC vs. Hanoi: Understanding Consumer Differences’, 2009, [IMG], The Neilson

Company, viewed 2 January 2010,

http://74.125.95.132/search?q=cache:_sPracEa5lwJ:www.bsa.org.vn/UserFiles/news/269

5_NielsenVietnam_HCMCvHanoiRegionalDifferences_june09VENGLISH_slide7edit.pd

f+%E2%80%98HCMC+vs.+Hanoi:+Understanding+Consumer+Differences%E2%80%9

9&cd=2&hl=vi&ct=clnk&gl=vn

‘Social media landscape’, n.d, [IMG], Digital Media Across Asia, viewed 3 January 2010,

http://comm215.wetpaint.com/page/Social+Media+Landscape

‘Traditional Media Landscape’, n.d, [IMG], Digital Media Across Asia, viewed 1 January

2010, http://comm215.wetpaint.com/page/Traditional+Media+Landscape

‘Vietnam FIPP World Magazine Trends’, 2007, viewed 2 January 2010, FIIP World

Magazine,

http://docs.google.com/viewer?a=v&q=cache:0LZ7VZcfmwcJ:www.fipp.com/User/Docu

ments/Publications/1-

Vietnam.pdf+vietnam+fipp+world+magazine+trend&hl=vi&gl=vn&sig=AHIEtbRMFnX

jrP4rXf5CiCdbqFHZXKddJA

‘Voting of which Vietnamese channel is the most favorite’, 2009, [IMG], Dienanh.net

Forum, viewed 1 January 2010, http://dienanh.net/forums/showthread.php?t=80867

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IX. Appendix

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Stage 2 Assessment Sheet: Assessment criteria and mark allocation

Assignment stage 2 is worth 40 % of overall marks.

Define media objective (4 marks) Demonstrate understanding of the subject matter

Demonstrate logical and analytical thinking

Define media strategies (15 marks) Demonstrate understanding of the subject matter


Creativity

Budget (4 marks) Demonstrate understanding of the subject matter


Scheduling (4 marks) Demonstrate understanding of the subject matter


Media campaign flowchart (4 marks) Demonstrate understanding of the subject matter


Presentation (3 marks) Well presented paper with appropriate format

Clarity of writing and expression (3 marks)

Referencing (3 marks) Cite your references correctly according to the Harvard referencing style.

Total

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Stage 2_Media Planning