Pattana A. ID: 491-9630

Sompong P. ID: 493-9604

Koko Naing ID: 493-9625

Woraphan A. ID: 493-9644

Pathinya P. ID: 493-9646

Liang Tao Sun ID: 493-9650

Tuanchai N. ID: 493-9651

Napa L. ID: 493-9654

IC6301 : Internet Marketing

• Myanmar population : 55 Million

• Internet users in Myanmar number more than 300,000

• Most of Internet users in Myanmar are live in Yangon.

63,700

300,000

Source: http://www.internetworldstats.com

• In Myanmar, condom use has more than tripled since 1999

In Myanmar, condoms have become

available to even the most rural

populations.

Condom usage has been boosted by use

of this chameleon symbol - well

known throughout the country

Nighttime vendors, like this one in

Mandalay, provide convenient access to

condoms and information for high-risk

groups.

Source: National AIDS Project (public sector), PSI market research

(private sector), PSI Management Information Systems

Million

4.4 ML

7.6 ML

• Branding : “ FujahtoohCondom.com ”

• Meaning : “Shock - Action of people, especially women, when

someone touch her from the back” (Myanmar Slang)

• “ FujahtoohCondom.com ” : The First & Largest Condom Shop

Online

• Myainghaywun Supermarket : Traditional supermarket located in

Yangon, Myanmar since 1996.

• Provide delivery service [ 4 Trucks ]

• We expand marketing channel to E-Commerce, focus on

“ONLINE CONDOM STORE” named as “FujahtoohCondom.com”

• Physiological Needs : Basic human's physiological needs

such as eating, drinking, sleeping and sex that can control

thoughts and behaviors, and can cause people to feel

sickness, pain and discomfort.

• Safety Needs : Need condom to safe themselves from

sexual diseases. People needs condom to help them to

fulfilled the Physiological Needs & Safety Needs at the same

time.

• Privacy : Don't want anyone know when, what, how much

and frequency they buy.

• Product Variety : Higher variety of Products / Brands /

Favor.

• Pioneer : Being the first group who try the new products.

• Product Visibility : Want to see product before buying.

• Convenience : Can order anywhere, anytime can connect

internet.

• To provide easier way to customer for getting condom.

( Being a channel for customer who shame to buy condom in

tradition store and want to try the new / variety products )

• To support safety sex campaign.

• To provide the most variety of condom to customers. ( Many

colors, Tastes, Skins )

• “ FujahtoohCondom.com ” : The Ideal Place to

shop for condoms, Dental dams, and other safer

sex products online.

• Condoms : Durex, Okamoto,

Crown, Pleasure & so on

• Styles : Safer Sex Kits, Colored,

Dental Dams, Flavored, Thin,

Smaller, Non-Latex.

• Lubes & More : Contraceptive

Gels, Durex Play Lubes, Liquid

Lubes, Warming Lubes and

Intimate Books.

• Compatibility : Same or better standard of products &

experience that people have ever met.

• Complexity : Usage information & suggestion are available.

• Trialability : Provide free sample of new products to

customers.

• Observability : Public can recognize the website by radio

ads & community website.

• Advertisement :

– Online :

Link Exchange

Cost per Click Ads (CPC)

on Search Engine

eg. Google® AdWords

Banner Ads

• Advertisment :

– Offline :

Ads on supermarket

Handbills

Trucks

• Public Relations :

– Words of mouth [Viral Marketing]

– Online Community

and Events

• Sales Promotion :

– Discount

– Premium

• Products can purchased through :

– Cash on Delivery : Customers has no credit card

Why? Instant purchase

Everyone can buy

– PayPal : Credit card

Why? Fraud prevention

Full protection against unauthorized payments

• Penetration Strategy :

– Low price to capture customer base

and expand community size quickly.

• Pricing :

– Volume Discount

Combo Set

– Seasonal Discount :

eg. On February (Valentine’s)

• Acquisition & Retention :

Each new customers get

Free Product Sample

Every 100 bht shopping get 1 Point

1 point = 1 bht discount for next

shopping

• Post-Sale Service :

Live Chat

• Expectation :

- Information Privacy

- Fast Delivery

- Qualified Products (Original)

• Monitoring :

- Web Board

- Reorder Record

• Demographic :

– Gender : Male & Female

– Age : 15-40 years

– Education : Minimum high school & can use English

Language to communication

• Geographic : Live in Yangon, Myanmar.

• Psychographic : Myanmar culture

• Behavioral : Health concerns.

• Individuals :

– Buyer who is a user & a decider to buy the product for

their own benefit.

– Influencer affect on customers' purchasing behavior

( the spouse / partner ).

• Innovators

• Early Adopters

• We Focus on :

Teenage (Students)

Adults (Workers)

• Strength

First Mover Advantage

Access Service Easily

Our own delivery

Good Inventory Management

Internal Factors

• Weakness

Limit Delivery Area

New Website

• Opportunity

Growth of Internet Player

Customer Age-Range

Expanding

Encourage of Condom Use

by Many Organizations

External Factors

• Threat

New competitors of Home

Market

Competitive

Rivalry[HIGH]

Threat of

substitute

products[HIGH]

Threat of

new

entrants[LOW]

Bargaining

power of

suppliers[LOW]

Bargaining

power of

buyers[LOW]

First mover advantage

Major threat is traditional store

Very Few competitors

Enjoy Profit as First Mover

• Mass Marketing Strategy : One Marketing Strategy for all

segment

• Why ? FujahtoohCondom.com offer many ranges and

types of products to every customer in Yangon, Myanmar.

• Customer will recognize us as …

“ FujahtoohCondom.com

Make Buying Condoms Online Private and Easy! ”

“FujahtoohCondom.com” : The #1 Myanmar Condom Shop

“FujahtoohCondom.com” : Provide Consistent Service

• Product differentiation :

– Providing condom using &

safety sex knowledge

– Personalized web pages

by customer records

• Service differentiation :

– GPS Tracking

– Discreet shipping policies

– Same day shipping guaranteed

– Live Chat Support

• Personnel differentiation :

– Virtual Advisor (Training)

• Image differentiation :

– First & Largest online

website sell

condom online in Myanmar.

• Product Value :

Product Varity

Product Suggestion

Product Visibility

• Service Value :

Fast & Trackable

Privacy Concerns

• Personnel Value :

Live Chat Support

• Image Value :

Knowledge Purpose

Social Activity / Event

Safety & Correctly Usage

Approach

• Monetary Cost :

Cheaper than Market Price

Point Accumulation

• Energy Cost :

Products Searching

• Time Cost :

No Transportation Time

Faster Searching

Quick Reorder

• Psychic Cost :

Product Visibility

• Future Plan :

Expand Market to All Provinces

in Myanmar

Keeping Improve Both Website

Interface & Service

Increase our own condom brand

Pattana A. ID: 491-9630

Sompong P. ID: 493-9604

Koko Naing ID: 493-9625

Woraphan A. ID: 493-9644

Pathinya P. ID: 493-9646

Liang Tao Sun ID: 493-9650

Tuanchai N. ID: 493-9651

Napa L. ID: 493-9654