Team members:

Pham Viet Anh Minh Le Ngo Hong Thao Nguyen Huu Viet Hai Vu Hoang Viet
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CONTENTS

Background about Batiste Dry Shampoo

SWOT analysis

Target Audiences

Communication Objectives & Action Objectives

Big Idea, Key message & Slogan

IMC Tools Advertising, PR & Sale Promotion

Evaluation

Media Timeline

SWOT ANALYSIS
STRENGTH

WEAKNESS

Popular product for females in

Higher price than traditional

US, UK & AU
Reduce their beautifying process
Many choices for consumers

shampoo
Strange concept for Vietnamese
consumers

No water required

OPPORTUNITIES

THREATS

Vietnamese easily welcome new

Many strong competitions

international brand
Vietnameses living standard is
increasing.
Consumers are willing to pay high
price for high quality product.

Consumers may not trust the

product

TARGET AUDIENCES
Demographic

Psychographic

Behavior

Benefit Sought

White collar female workers

aged 25 to 35
HN and HCM city (around 1 million people)
Income: minimum 5 million vnd per month

Have rush, busy lifestyle

Care about appearance
Outgoing and sociable
Do research carefully before making any decision
Seek for a fast, instant result product

Lighten and enhance hair colors and aroma

Reducing daily shampooing
Let T.A. be confident and fabulous

COMMUNICATION
OBJECTIVES

To raise brand awareness among 15% of T.A. (about 150,000

people) from January to the end of June 2015

To create brand preference to 10% of the T.A. (about 100,000

people) about the unique feature of Batiste dry shampoo by
the end of June 2015.

To generate the feeling that Batiste can solve the hair problem
among 2% (about 20,000 people) of T.A. by the end of June
2015.

ACTION
OBJECTIVES
Actions objectives
To attract approximately 10,000 people participate in the
event from 15 January to 15 February 2015.
To get over 6,000 people visit the Batiste website from
January to the end of June 2015.
To get 1,000 people like and share the Facebook fanpage
after from January to the end of March 2015

To get 2,000 people come to our stores from January to the

end of June 2015.

BIG IDEA
BIG IDEA

FAST
rushing lifestyle
instant result

KEY MESSAGE
Batiste dry shampoo will help you to
have a clean, fresh and bright hair in just a
short period of time.

SLOGAN
One miracle minute to refresh and revive.

IMC TOOLS
Advertising

Billboard

Print Ads

TVC

Public Relation

Facebook

Event

Sales promotion

Print ads

Billboard
Ho Chi Minh City:
Cresent Mall
Diamond Plaza
Lotte Mart

Hanoi:

Times City
Royal City
Vincom Towers
Lotte Mart

TVC

Events

Facebook and Sales Promotion

Batiste Dry
Shampoo in
Vietnamese

EVALUATION

Count the number of people who join the event.

Count the number of people who visit the website.

Count and monitor the number of like, share and

comment on YouTube

Count the number of people who go to stores.

The number of people who visit and buy the

product from our stores

Ask our consumers for their name and their

contact for after sales service

(Source: Humans of Sai Gon https://www.facebook.com/humansofsaigonn)

(Source: Humans of Sai Gon https://www.facebook.com/humansofsaigonn)

MEDIA TIMELINE

BUDGET ALLOCATION
Other , 5

Sale
Promotion
, 15
Event, 45

TVC, 35

REFERENCES
Vinh, 2014, "Anh o Th Vinh Ngi min Nam n nhn sn phm mi d dng hn, nhng v th sn
phm d b o thi nu khng t i mi, Vietnam-Australia hotel management academy, Vaacgroup.edu.vn, 3
February, viewed 6 December 2014, <http://vaacgroup.edu.vn/vn/?frame=newsview&id=1044>.

Indexmundi 2014, Vietnam Age Struture, Indexmundi website, 23 August, viewed 6 December
2014, <http://www.indexmundi.com/vietnam/age_structure.html>.
Zephyr 2009, The Top 5 Best Dry Shampoos, College Fashion, 2 July, viewed on 17 December
2014, <http://www.collegefashion.net/beauty-and-hair/the-top-5-best-dry-shampoos/>.
Asian Cities Climate Change Resilience Network (ACCCRN) n.d., Vietnam, ACCCRN website, viewed 24
December 2014, <http://www.acccrn.org/initiatives/vietnam>.
Kham Pha 2014, Vietnamese crazy about the expensive branded goods, VietNamNet Bridge, 29 January, viewed
24 December 2014, <http://english.vietnamnet.vn/fms/business/93855/vietnamese-crazy-about-expensivebranded-goods.html>.