ADVERTISING PLAN - Sunsilk

“Little Ruăn Bros”

Designer

Le Ngoc Anh

Researcher

Nguyen Ngoc Linh

CopywriterNguyen Ngoc Tu

LogisticHoang Minh Thanh

LeaderPham Ngoc Anh

BROADCAST ADVERTISING PLAN

for SUNSLIK Hair Conditioner

1. Executive Summary2. SUNSILK hair conditioner situation analysis3. Consumer research4. Recommendation

TABLE OF CONTENT

EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION

1 EXECUTIVE SUMMARY

• Relevant & compelling to a bigger group of SUNSILK users to drive penetration.

• Link to Soft and Smooth 25 hours let your dream shines.

THE BRIEF


2 SITUATION ANALISIS


COMPANY & BRAND CONTEXT

ADVANTAGE DISADVANTAGE

• With the long history started in 1954, SSK is present at over 80 countries.

• Has advanced technology and well skilled professionals.

• SSK has various type of hair need

•

age group.

• Customers are offered better alternatives by the competition.

• - Customers have alternative choices with other brand.

3 CONSUMER RESEARCH


Secondary Research

• Social demographic: Female, ABCD Class, 15-29 years old, 20 million people, living in urban and rural

• Attitudinal:- 20th girls who is playful, optimistic- Rural 20sth girls are more simple, practical

• Using Hair Conditioner Habit: The

- Lack of affordability and time:- Lack of awareness:- Lack of tangible benefit of usage- Problems in usage: Only Sunsilk HC can help

to reduce hair fall from 100 to 2.

Primary Research


DIRECT INTERVIEW ONLINE SURVEY

In online survey, we used social network (Facebook), the target is young people 16-30 years old (both man and women), in both urban and rural.We have the result:- Women: 52.6%- Urban: 72.3%- Used to use HC: 84.7%- Care about function: smooth & reduce tangled: 62.1%- Care about function: provide nutrition for hair: 21.6%- Used SP and HC the same brand: 68.1%- Acceptable price: 83.6%- Medium quality: 63.8%- Know Sunsilk by TVC: 47.4%- Know Sunsilk by Retailer: 38.8%

In direct interview, we have 24 women (from 19-23 years old), all of them are in urban. Place: Big C Supermarket.We have the result:- Used HC: 19/24 - 80%- Using SSK HC: 16 67%- Have problems with wrong way use HC: 62%


TARGET AUDIENCE

15-29 y.o girls who is progressive, playful, optimistic , active, fun loving and likableTo her, hair plays a very important role in her personality and beauty. It is her unique expression tool. She is always on the look out for the latest trend and help in getting her hair right. She looks for inspiration and advice in fashion and beauty.

also quite beauty-oriented.


SWOT ANALYSIS

s w

o T

+ Owned by Unilever Corporation, stable finance.+ Copious Human Resource.+ Effective Research and Development process+ Acceptable price+ PR is invested+ Modern production line+ Wide retail network all over country

mind.

because high price+ Company from Europe, some

West culture

+ Numbers of potential consumer is high, high need.

+ Misunderstanding about features of product.

4 RECOMMENDATION


BIGIDEA

Sunsilk Hair Conditioner the right way will make your hair dream soft &


MEDIA OBJECTIVE

• InformationUsing product: Smoothly, not itchy, not flatten.Fix wrong image.Reduce fear of consumer.Established build corporate images -> Create demand

• ConvinceChange fixed of consumer about product.

• RemindRemind consumer to need product in the future.


MEDIA OBJECTIVE

• 90% women in target market are seen or listen our advertising.• 70% women in target market understand the message and know how to use

HC the right way.• 70% women in target market like the advertising• 50% women after approach the advertising, want to use SSK HC trial.• Use the budget 4.4 billion VND to buy media.


RADIOMEDIA

STRATEGYTV


BUDGET

TV74%

RADIO25%

OTHERS1%

BUDGET ALLOCATION = 4.440.000.000 VND

WHY DO WE NEED TVC ?

• Adventage:A lot of audiences than magazine and radio.Coming when they are high attention.Help you convey message and emotion.Give you creation, personality.

• Viet Nam: Traditional channel reputation -> Standard in psychology and subconscious.Only one

• SSK HC A little TVC


TACTICS & TOOLS

TVC

RESEARCH CHANNEL


TVC

COMMUNICATION CHANNEL PLAN



TVC


TVC• Storyboard

MC Thanh TâmChào m các b ã v salon tóc Sunsik! Hôm nay, hãy

cùng Sunsilk tr nghi ba cách g ph bi hi nay nhé

tiên, ba mái tóc s g v d g . Nhi ch em ch sd d g mà không s d d x nên mái tóc s m ãxong ngay sau tiên.


TVC


RADIO


DEMO ADVERTISING ON RADIO


EVALUATION AND MONITORING


Questions

1. Age

2. Do you know SSK HC of Unilever?

3. Which media do you approach the ads of SSK HC?

4. List some details which you remember in SSK HC Ads

5. Did you impress by images in Ads?

6. How frequency do you see the Ads of SSK HC?

7. Do you want to trial the product after see the Ads?

The success of campaign is measured by:• Number of audience see the ads• Number of audience like the ads• Number of audience remember the ads• Frequency see the ads of 1 audience• Form of survey to evaluate campaign: The evaluation will

process in 3 months after the campaign finish. (April June)

“Little Ruăn Bros”

ADVERTISING PLAN - Sunsilk

Marketing

Transcript of ADVERTISING PLAN - Sunsilk