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

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

- 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.

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

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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 Date Airtime Quantity & Unit cost

l Quarter (Q) (VND)
Là Phái Đẹp HTV7 Sun 19:30-19:45 - Q1: 2 times 40,000,000
(As a woman) - Q2&Q3: 1 time
- Q4: 1 time
Thời Trang &Cuộc Sống HTV7 Sun 12:05-12:30 - Q1: 2 times 25,000,000
(Fashion & Life) - Q2&Q3: 1 time
- Q4: 1 time
Phim Tryện Việt Nam HTV9 Mon- 18:00-18:45 - Q1: 2 times 30,000,000
(Vietnamese Movie) Sun - Q2&Q3: 1 time
- Q4: 1 time
Giải Trí 1 VTV3 19:55-21:00 - Q1: 2 times 45,000,000
(Entertainment 1) - Q2&Q3: 1 time
- Q4: 1 time
Tình Yêu Của Tôi VTV3 22:10-23:00 - Q1: 2 times 20,000,000
(My Love) - Q2&Q3: 1 time
- Q4: 1 time

(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 Quantity & Unit Cost

Publication Quarter (Q) (VND)
The Gioi Phu Nu ½ half page 10th , 25th - Q1: 1 time 28,800,000
(Women’s World) horizontal, monthly - Q2&Q3: 1 time
color - Q4: 2 times
Cam Nang Mua Sam ½ half page 5th, 15th, 25th - Q1: 3 times 14,000,000
(Shopping horizontal, monthly - Q2&Q3: 1 time
Handbook) color - Q4: 2 times
Thoi Trang Tre ½ half page 1st, 10th, 20th - Q1: 1 time 25,000,000

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 (Young Fashion) horizontal, monthly - Q4: 1 time
color
Tiep Thi & Gia Dinh ½ half page Monday weekly - Q1: 1 time 39,250,000
(Marketing & horizontal, - Q2&Q3: 1 time
Family) color - Q4: 2 times

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 Quantity & Unit Cost
(pixels) Quarter (Q) (VND/month)
VnExpress.net Basic logo 180x150 - Q1: 2 times 6,000,000
- Q2&Q3: 2 times
- Q4: 2 times
Dantri.com.vn Great banner 770x120 - Q1: 2 times 5,000,000
- Q2&Q3: 2 times
- Q4: 2 times
24h.com.vn Top banner 420x120 - Q1: 3 times 3,000,000
- Q2&Q3: 2 times
- Q4: 3 times

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

15%

TVC
7% 35%
Magazine
Website
In-store & Outdoor ads
13%
Sales Promotion
Event
6%
24%

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 VI. Scheduling

Continuity

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

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

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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
Demonstrate logical and analytical thinking

Creativity

Budget (4 marks)
Demonstrate understanding of the subject matter
Demonstrate logical and analytical thinking

Scheduling (4 marks)
Demonstrate understanding of the subject matter
Demonstrate logical and analytical thinking

Media campaign flowchart (4 marks)

Demonstrate understanding of the subject matter
Demonstrate logical and analytical thinking

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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Comments

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