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VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
Bachelor of Commerce Program ASSIGNMENT COVER PAGE
Your assessment will not be accepted unless all fields below are completed
Subject Code: MTKG 1257
Subject Name: Marketing Communication
Location where you study: RMIT Vietnam – Saigon South Campus
Title of Assignment: IMC Audit
File(s) Submitted IMC Audit_Omo.docx
Student name & ID: Pham Trung Hau (s3210161)Nguyen Viet Hung (s3210087)Au Nguyen Minh Thi (s3210165) Luong Bao Tram (s3210126)Dang Thanh Truc (s3192874)
Learning Facilitator in charge: Melvin Fernando
Assignment due date: March 22nd, 2010
Date of Submission: March 21st, 2010
Late Submission Approval
Number of pages including this one: (Please number your pages like this: page 1
of 7, page 2 of 7, etc)
14 pages
Word Count:(Main Content)
1635 words
Semester A | 2010 2
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
EXECUTIVE SUMMARY
Rarely does one brand could achieve the position Omo has gained in Vietnam within the last ten
years. Against Tide, Omo is taking the lead in detergent market by currently holding 60% market
share. Omo have been following one single message about developing children to the fullest,
which aims right to the concentration of Vietnamese society and culture. Various marketing
campaigns have been launched successfully. Hereby we researched and analyzed the usage
effects on integrated marketing communication tools on specific campaign “Vườn Xuân Tặng
Mẹ” – Flowers for Mothers (December 2009 – February 2010).
Three elements: product, price and place of the campaign’s marketing mix were briefly
examined. The promotion factor broke down into three different marketing communication tools
including public relations, advertising and e-marketing.
Two PR activities within this campaign that drew attention of at least 50,000 people was the
“Flowers for Mothers” program, which enabled children in elementary schools grow their own
flower pots as Tet gifts for their Mothers, and the exhibition of a giant mosaic flower picture.
Though the campaign created positive responses from the community for its meaningful
message, yet its influences narrowed down to Ho Chi Minh City area only.
Advertising on TV on VTV1, VTV3, HTV7 & HTV9 channels in golden hours between news,
drama and game-shows were considerably the most effective tool because of the enormous
number of customers Omo were reaching. Also, magazine advertisements & articles about the
campaign were widely published on Tiep Thi Gia Dinh, The Gioi Phu Nu & Phu Nu Chu Nhat
which helps Omo reach 180,000 target customers. Street billboards and bus station banners also
added to the chance bringing this campaign to the attention of broader coverage.
The campaign’s website http://www.vuonxuantangme.com/ had a great interface for children
with lots of effort yet since Omo has not properly advertised the website link to public, its
influences were underestimated.
Omo should apply 360o touch points in wet markets and small grocery stores where it could
catch attention of more target customers. With simple & inexpensive point-of-purchase displays,
Omo could increase significantly the awareness of customers of their campaign as well as
constantly remind customers of Omo, or even take over competitors’ market share. Omo also
need more effort in promoting their e-marketing tools for possible higher achievement.
Semester A | 2010 3
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
TABLE OF CONTENTS
1. Introduction ...............................................................................................................5
2. Analysis of marketing mix.........................................................................................5
2.1...............................................................................................................................Produc
t............................................................................................................................5
2.2...............................................................................................................................Price
..............................................................................................................................6
2.3...............................................................................................................................Place
..............................................................................................................................6
2.4...............................................................................................................................Promot
ion........................................................................................................................7
2.4.1. Public Relations.......................................................................................7
2.4.2. Advertising...............................................................................................8
2.4.2.1.............................................................................................................Televis
ion......................................................................................................8
2.4.2.2.............................................................................................................Magazi
nes......................................................................................................9
2.4.2.3.............................................................................................................Bus
stations/Street billboards....................................................................10
2.4.3. E-marketing..............................................................................................10
3. Recommendation.......................................................................................................12
4. Appendix....................................................................................................................13
5. References..................................................................................................................14
Semester A | 2010 4
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
1. INTRODUCTION:
Entering the detergent market in Vietnam since 2000, Omo has
built credibility in customers’ consciousness as high quality
detergent which resulting in 60% market share against its
competitors, especially Tide (P&G). However, the more new
entrances enter detergent market, the more competitive it becomes.
To maintain the market leader position, Omo has launch lots of
marketing campaign. Here we mainly focus on “Vườn xuân tặng
mẹ” – Flowers for Mothers campaign started in December 2009 – February 2010. The
campaign’s purpose is to remind customers about Omo brand as well as build up a good image in
community.
2. ANALYSIS OF THE MARKETING MIX:
2.1. PRODUCT:
Semester A | 2010 5
Potential product
Augmented product
Expected product
Actual product
Brand name of UnileverConvenience packagingAble to remove most stains on clothesWashing task lighter & simplier
Core product
Cleaned clothes - brighten & whiten
• Gentle smell• Cause no harm to hand skin
• Provide different type of detergent for different washing type (hand washing or washing machine), with same amount of detergent Omo enable customers to wash more clothes.
• Able to participate in promotion programs & events of Omo
• Reduce environmental impacts (Omo Small & Mighty)
Customers
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
2.2. PRICE:
Omo has applied value-based and competition-based pricing strategies with slightly
higher prices than other competitors.
Table 1. Price comparison between Omo and Tide
Omo 3 kg
Price: 116.500 VND
Tide 3 kg
Price: 86.000 VND
Omo Red 800 g
Price: 26.000 VND
Tide 800 g
Price: 26.000 VND
Omo Red 400 g
Price: 13.500 VND
Tide 400 g
Price: 8.500 VND
2.3. PLACE:
Omo applies “intensive distribution channel” which consists of independent retailers,
wholesalers and producers seeking for profit maximization of its own sake.
Semester A | 2010 6
OMO manufacturer
Wholesale1
Retailer 1 Retailer 2 Retailer 3
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
2.4. PROMOTION:
2.4.1. PUBLIC RELATIONS:
“Vườn xuân tặng Mẹ” (Flowers for Mothers) started in December 2009, Omo
initiates this program in 39 elementary schools in big cities of Vietnam (Ha Noi, Hai
Phong, HCMC, Da Nang, Can Tho) with the intention of helping children express
their gratitude and appreciation to their Mothers through planting flowers as gifts.
Figure 1. Ceremony at Dinh Tien Hoang elementary school (10-01-2010)
Afterwards, a giant picture at 13mx6m - made by artist Nguyen Ngoc Duc using
mosaic techniques with 300,000 silk flowers representing 14,000 flower pots planted
by students – was displayed in Flower Festival in Tao Dan park (on Nguyen Thi
Minh Khai St.) from 04/02/2010-23/02/2010 (Dantri 2010).
Figure 2. Mosaic flower picture at Tao Dan park (04/02/2010)
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VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
This PR event aims to family-oriented culture of Vietnam and the concern of
Vietnamese society on rising a new generation. There was 14,000 flower pots were
grown, equivalent to 14,000 students participated in this program, which implies
approximately 50,000 people1 are involved. In Tet holiday, Vietnamese people have a
tradition to visit Flower Festivals. Hence, choosing right place and right time to
display the mosaic flower picture was very successful in attracting people’s attention
about Omo’s campaign.
Using “feature stories” and “sponsored events” (O’Guinn et al. 2009) as tools of this
PR activities, Omo campaign drew great impression. Thus, different magazines,
newspapers and websites wrote many articles complimenting this event.
Consequently, positive image of Omo has duplicated in even broader coverage. With
positive responses from the meaningful message, it created a base for following
campaign to easily magnetize people’s concentration in the purpose of reminding
Omo brand-name.
However, Omo seems to spend more effort in HCMC (mosaic flower picture was
only available in HCMC) whereas the influences of this campaign in other cities was
not so maximized to the fullest as the beginning intention. In the future, the direct
competitor of Omo (Tide) might have competitive campaign to gain back the market
share Omo has taken.
2.4.2. ADVERTISING:
2.4.2.1. TELEVISION:
Channel Program Time Viewer rating
VTV1 “Chào buổi sáng” news
“Sức sống mới” talkshow
Drama
6am-7am
11am-12am
12am-1.30pm
8pm-9.30pm
VTV3 Drama
Game shows
12am-1.30pm
9pm-10.30pm
8pm-9pm
HTV7 “Chào ngày mới” news 6.30am-7am
1 On a basic of 3 people per family
Semester A | 2010 8
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
Drama
Game shows
11am-2am
9pm-10.30pm
8pm-9pm
HTV9 Drama 11am-12pm
6pm-7pm
TV advertisement is currently the main channel of OMO to introduce about the
campaign. The TV commercial for this campaign follows “resonance” advertising
style which reflects consumers’ “slice of life” (Shimp 2010). This advertisement told
a story of the child when he saw his Mom preparing a Tet gift for his Grandma, then
he realized that he also should do something for Mom. He planted a flower pot and
together with his friends, they made a special garden to thank Mothers. It made their
clothes become dirty but they did not worry about that because Omo’s slogan
appeared “Learn good things, ignore dirtiness” with the last touching scene: Mothers’
happiness when receiving beautiful flower pots from their beloved children. This
advertisement successfully delivered Omo’s idea and message to customers
(Simplicity), easy to understand (Concreteness), touchy and meaningful message that
suits Vietnamese culture, easily get into people’s mind by simple language
(Storytelling).
The regular appearance on top viewing channels of Omo’s advertisement not only got
customer awareness for this campaign but also reminded them about Omo brand
name. Moreover, it creates a linkage to its PR activity (mosaic flower picture) that
brings instant recognition of customers of Omo sponsor to PR activity (mosaic flower
picture). Despite of the great influences, the advertising cost takes a large proportion
in this campaign’s budget.
2.4.2.2. MAGAZINES:
Magazine Number of prints Area
The gioi Phu Nu 50,000 Nationwide
Phu Nu Chu Nhat 10,000 Ho Chi Minh City
Tiep Thi Gia Dinh 120,000 Nationwide
Semester A | 2010 9
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
Omo has chosen well-known magazines that have same target customers. The choice
to use magazines as part of the campaign perfectly suits the objectives of Omo to
remind people about their product because of the reading petition ability of
magazines. Basically, this advertising method helps Omo reach around 180,000 target
customers effectively.
2.4.2.3. BUS STATION/STREET BILLBOARDS:
Large billboards at bus stops and on the walls of buildings on main streets (Nguyen
Van Cu, Nguyen Tri Phuong, Nguyen Thai Hoc, etc.) displayed poster of this
campaign could effectively remind people about Omo product as well as informing
the campaign a huge numbers of customers passing by these billboards every day.
2.4.3. E-MARKETING:
Omo developed the website http://www.vuonxuantangme.com/ with outstanding interface
that certainly attracts children users. Besides the purpose of popularizing the campaign to
website visitors, Omo also creates a built-in “flower planting” game whereas users could
choose flower type, color, pot shape, grow, water and send as gifts to family and friends. It
Semester A | 2010 10
Figure 3. Magazine articles about the campaign
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
also has an online Vietnamese tradition lesson book in colorful pictures and poetry for
children. Through this website, Omo provided one more channel for customers to get
information about this campaign. Since the internet users have increased significantly, the
number of customers acknowledging of a product accordingly enlarged. Thus, owning a
website becomes Omo’s competitive advantage in introducing new
product/promotion/campaign. However, this website link was not introduced widely on TV
ads, and even appearing in magazines, the link was presented in very small size that could
not get customers’ attention easily, thus could not maximize its potential influences.
Figure 4. Screenshots from Vuon Xuan Tang Me website
Overall, the campaign is successful in building brand image and reminding customers about
Omo by “speaking in one single voice” to the market. However, the influence of this
Semester A | 2010 11
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
campaign might not be long-lasting due to some reasons. Firstly, Omo did not support much
sales promotion to encourage immediate purchase. Secondly, although Omo almost achieved
“360-degree branding”, there were lack of touch-points at important places where their target
customers were.
3. RECOMMENDATION:
Although OMO has a powerful marketing campaign, there are some points Omo should improve
to enlarge their segment.
Firstly, OMO should spread campaign’s influences by applying 3600 touch point in different
places. Undoubtedly supermarket is the place gathered most Omo’s target customer; yet, not all.
Currently, many women still choose wet markets or small groceries which are near their resident
area. Due to convenient reason, those places would be a better choice. In HCMC, there are about
100 supermarkets which definitely cannot satisfy the big demand of urban population. Thus, wet
markets and small groceries are still profitable even they are less modern and comfortable than
supermarkets. Therefore, OMO should increase marketing activities in those places. Omo can
use some basic marketing tools which are comparatively cheap such as poster, or ceiling banners
to attract customers’ attention. Also OMO can set up a POP in a day to attract buyers in wet
markets who are very easily attracted by something new and funny. With an existing well-known
reputation, OMO will be successful easily. All of these methods are not expensive; hence Omo
just pays a few more but get worthy benefit:
Increasing awareness of customers about the campaign to remind them about Omo brand.
Covering a considerable market share which most of competitors abandon.
Secondly, OMO should promote the website of the event more popular and impressive. With
other marketing channels such as TV, magazine and newspaper, people are just impressed the
name of the event only, so they might not know campaign’s details. According to TNS (2009),
Vietnam (with 34% Urban home internet penetration, and 56% among internet users access
internet at home) was in the top 20 countries having the most active internet users globally, so
internet is a potential tool for Omo campaign in getting wider people’s concentration ( See
appendix B).
Not many people knew http://www.vuonxuantangme.com/, and this is regret for this big PR
campaign. To improve it, the website link should be presented impressively on TV commercial,
Semester A | 2010 12
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
billboards and Omo package before and during the campaign. Also, the content of this website is
supposed to be changed to get customers’ participation. This website can be used as an additional
tool for customers sharing their happy photos when receiving flower pots from their beloved
children. This method creates a two-way contact between Omo and customers. Also, easily
Omo’s campaign is extended by world-of-mouth. Hence, it supports Omo in creating long-
lasting relationship with Vietnamese consumers.
4. REFERENCES:
Belch, G, Belch, M 2009, Advertising and promotion: An integrated marketing
communication perspectives, 8th edn, McGraw-Hill Irwin, US.
Kotler, P, Amstrong, G, Ang, S Leong, S Tan, C & Tse, D 2005, Principles of Marketing,
10th edn, Prentice Hall, Pearson, Singapore
O’Guinn, T Allen, C & Semenik, R 2009, Advertising & Integrated brand promotion, 5th
edn, South-Western Cengage Learning, US.
Percy, L 2008, Strategic integrated marketing communication, Canada
Shimp, T 2010, Integrated Marketing Communication in Advertising and Promotion, 8th
edn, South-Western Cengage Learning, China
Unilever 2010,Unilever Global, viewed 12 March 1010,
<http://www.unilever.com/brands/homecarebrands/Omo.aspx>
5. APPENDIX:
Semester A | 2010 13
OMO
Washing machine detergentWashing Detergent
VUON XUAN TANG ME – FLOWERS FOR MOTHERS IMC Audit Report
APPENDIX A: PRODUCT PORTFOLIO
Chart 1. Hypothetical hierarchical partitioning of the soft drink market – Adapted from Percy, L 2008
APPENDIX B: TNS ANALYSIS OF INTERNET GROWTH IN VIETNAM
Semester A | 2010 14
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