MINISTRY OF EDUCATION & TRAINING

HOA SEN UNIVERSITY

FACULTY OF ECONOMICS AND BUSINESS

REPORT TOPIC

DEVELOPING AN IMC PLAN

CAMPAIGN “ NGHĨ TRƯỚC KHI
SƯỚNG” OF THE DUREX

Subject Code : MK 308DE02 - 0200

Lecturer : Ms. Nguyen Tran Kieu Van

Timeline : Semester 18.1A (2018 – 2019)

page iii
 Ho Chi Minh City, Dec 2018

REPORT TOPIC
DEVELOPING AN IMC PLAN
CAMPAIGN “ NGHĨ TRƯỚC KHI
SƯỚNG” OF THE DUREX
TASK ASSIGNMENT

ID MEMBER TASK
Environment analyze, context, media
2142880 Nguyễn Hồng Ngọc
plan
2140436 Trần Đức Tài Intro, IMC tools, Media Plan
2144339 Chu Lưu Hữu Thiện Competitors, media plan

Submit day:

.........................................................................................................................

Recipient ( sign & full name) :

.........................................................................................................................

Signature

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.........................................................................................................................

Ho Chi Minh City, Dec 2018

ASBTRACT


Building an IMC strategy has always been one of the decisive factors
leading to the success of the company. In recent years, Durex has succeeded in
bringing its products to customers. That success has brought Durex back into the
minds of consumers. Moreover, Durex is one of the oldest brands in Vietnam.
Therefore, the group decided to choose and analyze the strategy "Think before
the happy".

After more than 3 months of studying, thanks to Ms. Van's knowledge of

the brand, we show many evidence and common views of many brands. Since
then we can apply our knowledge in the use of methods of research, evaluation
and analysis of IMC strategies. Besides, after the process of studying the group,
it is possible to bring the members together, build a team in which the members
have not known each other before. The group can present more confident
presentations and draw the following valuable lessons from instructors' advice.

page v
 CONTENTS

ASBTRACT .................................................................................................................... v
LISTING OF IMAGES AND TABLES ........................................................................ vii
TABLES ........................................................................................................................ vii
IMAGES ....................................................................................................................... vii
INTRODUCTION .......................................................................................................... ix
A. ENVIRONMENT ANALYZE .............................................................................. 1
1. MICRO ENVIRONMENT .............................................................................................. 1
1.1. Actors In The Organization. .......................................................................................... 1
1.2. Marketing Agency. .......................................................................................................... 1
1.3. Customers. ....................................................................................................................... 2
1.4. Competitors ..................................................................................................................... 4
2. MACRO ENVIROMENT ....................................................................................................... 6
2.1. Economy............................................................................................................................ 6
2.2. Culture - Society .............................................................................................................. 6

B. CONTEXT ANALYSIS ...................................................................................... 13

3. Competitor Analysis ...................................................................................................... 15
3.1. Overview ........................................................................................................................ 15
3.2. Identification of competitors ........................................................................................ 16
3.3. Competitors brand level ............................................................................................... 17
C. ELEMENTARY THEORY ........................................................................................ 19
1. Integrated Marketing Communications ( IMC) ............................................................. 19
1.1. Internet Marketing........................................................................................................ 19
1.2. Advertising ..................................................................................................................... 21
1.3. Direct Marketing ........................................................................................................... 22
1.4. Digital marketing .......................................................................................................... 22
1.5. Personal Selling ............................................................................................................. 25
1.7. Sale promotion ............................................................................................................... 27
2. Imc Tools For The Program .......................................................................................... 28

D. MEDIA PLAN .................................................................................................... 30

1. IMC Strategy For Safe Sex – Durex Project .................................................................. 30
1.1. Objective ........................................................................................................................ 30
1.2. Target Audience: ........................................................................................................... 30

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 1.3. Time ................................................................................................................................ 30
1.4. Messages ......................................................................................................................... 30
1.5. Tools & tactics ............................................................................................................... 31

CONCLUSION ............................................................................................................. 37
BIBLIOGRAPHY ......................................................................................................... 38

LISTING OF IMAGES AND TABLES

TABLES
Table 1: Markets Of Vietnamese Rubber Types ................................................................................... 16

IMAGES
Image 1: Sale promotion of Durex .......................................................................................................... 1
Image 2: Report analysis using comdon in Viet Nam ............................................................................. 2
Image 3: Contraceptive methods analysis .............................................................................................. 3
Image 4: Chart of reasons for using condoms ........................................................................................ 4
Image 5: Condom brands in Vietnam ..................................................................................................... 5
Image 6: Chart of difficulties when using condoms ................................................................................ 6
Image 7: Advertising policies for condoms ............................................................................................. 8
Image 8: GDP growth is forecasted at 6 largest economies in Southeast Asia ...................................... 9
Image 9: Campaign “Mẹ ơi đừng giết con” .......................................................................................... 10
Image 10: Protect adolescent children ................................................................................................. 10
Image 11: Disaster Status In Vietnam ................................................................................................... 12
Image 12: Social media marketing ........................................................................................................ 19
Image 13: Facebook Ranking’s .............................................................................................................. 20
Image 14: Active users of key global social platforms .......................................................................... 21
Image 15: Advertising of Durex............................................................................................................. 22
Image 16: Brand awareness level have suport ..................................................................................... 23
Image 17: Access time using internet in Vietnam................................................................................. 24
Image 18: Concerned content of gender .............................................................................................. 25
Image 19: Chart of Statistics of total abortions and adolescent abortion in Vietnam ......................... 27
Image 20: I miss Her (pes), remind of the STDs to audience, Durex Indonesia .................................... 32
Image 21: The Instagram layout of film teaser - Durex Indonesia........................................................ 34
Image 22: The short animation 4D video - Durex singapore ................................................................ 34
Image 23: Streamer Pew Pew in Campaign .......................................................................................... 36

page vii
page viii
 INTRODUCTION


The objective of the report is to run a campaign based on Durex to

customers. Customers can identify safe sex and condoms will be the most
practical solution in preventing sexual transmitted infections. From IMC group
tools we analyzed and launched specific communication strategies. The scope of
research is based on sexual orientation and concerns in Vietnam. From the study
through the textbook, information from the lecturer of the subject IMC and
knowledge of the conclusion. The report is one of the research projects and the
effort to complete the course as well as the strategy for Durex

page ix
 A. ENVIRONMENT ANALYZE
1. MICRO ENVIRONMENT
1.1. Actors In The Organization.
What is a condom? A condom is a sheath-shaped barrier device that used
during sexual intercourse to reduce the probability of pregnancy or a sexually
transmitted infection (STI). It is made for male and female. With proper use and
use at every act of intercourse women whose partners use male condoms
experience a 2% per-year pregnancy rate. Normally, the rate of pregnancy is 18%
per year. Their use greatly decreases the risk of gonorrhea, chlamydia,
trichomoniasis, hepatitis B, and HIV/AIDS. They also to a lesser extent prevent
against genital herpes, human papillomavirus (HPV), and syphilis.
In the Vietnam market, there are many condom brands in any pharmacy,
convenience store (7 Eleven, Circle K, mini stop,..).
1.2. Marketing Agency.

It is has known that only Durex is focusing on gaining the brand

awareness not only the on television, or print ads, but also on social media.
Recently, Durex has been achieved the excellent content marketing on Facebook.

Durex also has online channels such as durex.com.vn, e-commerce sites

such as Lazada, Tiki.vn. Customers who purchase Durex products also have the
opportunity to accumulate points, consult knowledge and receive promotions or
gifts..

Image 1: Sale promotion of Durex

page 1
 1.3. Customers.

According to the research reports from Vinaresearch show that more than
50% of Vietnamese men have premarital sex and 70% of married men have
frequent sexual intercourse.

(https://vinaresearch.net/public/news/2170-
Bao_Cao_Su_%E2%80%93_Bien_Phap_Tranh_Thai_Hang_Dau_Duoc_Cac_Quy_
ng_Viet_Lua_Chon.vnrs)

Image 2: Report analysis using comdon in Viet Nam

Male condom is one of the leading method of contraception chosen by

men (85.0%), in addition to other methods such as extra ejaculation (41.3%),
contraceptive use (28.8%), emergency contraceptive pills (14.3%), …

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 Image 3: Contraceptive methods analysis

(https://vinaresearch.net/public/news/2170-
Bao_Cao_Su_%E2%80%93_Bien_Phap_Tranh_Thai_Hang_Dau_Duoc_Cac_Quy_O
ng_Viet_Lua_Chon.vnrs)

The research report from Vinaresearch found that 68.8% of men feel
uncomfortable because it reduces the feeling of "love", in addition to the
entanglement (49.3%), easy to slip out (37.4%). Whether married or not, a part
of you (31.0% on average) feel "shy" when buying condoms.

page 3
 Image 4: Chart of reasons for using condoms

(https://vinaresearch.net/public/news/2170-
Bao_Cao_Su_%E2%80%93_Bien_Phap_Tranh_Thai_Hang_Dau_Duoc_Cac_Quy_O
ng_Viet_Lua_Chon.vnrs)

1.4. Competitors

There are more than 100 brands of condoms from Asia to Europe, from
low to high-end. Vietnam's current market leader is Durex (the British brand)
and the OK brand (Vietnam origin). This is evident by the level of awareness
and frequency of use:

The OK condom brand has a slightly higher level of perceived support

than the Durex condom brand. However, the interesting thing here is that when
compared to the level of awareness of these brands in the two groups of single
men and married men, the result is for single group, Durex had a significantly
higher level of awareness than married couples (74.1% vs. 52.6%). But with the
OK condom brand, married men are more aware than single men (59.6% vs.
66.1%).

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 Although there is a slight improvement in the perception of not helping,
the OK condom brand was only second in the list (30.4%) to stay at the top spot
for the Durex condom brand (54.7%). Compare the frequency of use most often.
The explanation for many people knowing the OK condom but not choosing this
brand is the most frequently used brand, can be based on two factors. The first is
time to enter the market. The OK condom brand is the first condom brand in
Vietnam (since 1993), in conjunction with the contraceptive campaigns, the safe
sex of health organizations, and the price of the condom. OK condoms are
relatively cheap, often distributed free of charge (in line with the current
economic conditions of the people). It should not be difficult to understand that
for a long time, people called "OK" to refer to condoms, just as people use
"Honda" to refer to the motorcycle. This also explains why men in married
groups - higher age groups, having access to condoms earlier - perceive OK as
higher than the single group. The second factor, when evaluating the quality,
variety of types, models, prestige as well as marketing activities, Durex than OK.
So, despite the later market penetration, the higher price (Price is not the key
factor in choosing your condom today), but Durex proved superiority.

Rightnow, Durex is facing with Okamoto which is made in Japan.

However, the price of Okamoto is much higher than Durex, but the quality is
better, thinner than Durex.

Image 5: Condom brands in Vietnam

page 5
 https://vinaresearch.net/public/news/2170-
Bao_Cao_Su_%E2%80%93_Bien_Phap_Tranh_Thai_Hang_Dau_Duoc_Cac_Quy_O
ng_Viet_Lua_Chon.vnrs

2. MACRO ENVIROMENT
2.1. Economy
Although the Vietnam economy is developing, and the awareness of the
people is increasing that they have to protect themselves avoid from getting
pregnant, STDs or HIV/AIDS. But however, the number of people who know
about the safe sex which is a few. Most of them saying that they have a high
desire in sex, so for them to use the condom in every day which is cost lots of
money.

2.2. Culture - Society

According to a study published in the International Journal of Adolescent

Medicine and Health in January, more than 70% of Vietnamese teenagers did
not use a condom the first time they had sex. And the main reason is because
they hesitate to buy condoms. Not only teens, even married people, buying
condoms at pharmacies is always a difficult and challenging job.

According to the Vinaresearch shows that there is 31% feel ashamed

while buying the condom in any places, even for the married man.

Image 6: Chart of difficulties when using condoms

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 (https://vinaresearch.net/public/news/2170-
Bao_Cao_Su_%E2%80%93_Bien_Phap_Tranh_Thai_Hang_Dau_Duoc_Cac_Quy_O
ng_Viet_Lua_Chon.vnrs)

Psychology is afraid to mention the condom still exists in the seller even
this product. A recent study by scholars at RMIT Vietnam shows that most
drugstore owners in Ho Chi Minh City are reporting that condoms are a viable
option. The study also confirmed that 6 out of 10 surveyed pharmacies placed
condoms in locked or non-display cabinets in visible locations. Most sellers feel
embarrassed when displaying sensitive products. It also shows us that with a
developing country like Vietnam, buying condoms is a problem to be considered
because consumers are afraid to buy. But for a society with high physiological
needs like Vietnam, people must know how to equip themselves with protection
tools when they are involved because they will help us prevent disease (STDs),
pregnancy, Limit the spread of the HIV virus, getting juries and can keep hygiene

2.3. Marketing Analysis

2.3.1. Political.
On November 18th, 2013, the Vietnamese government addressed a new
decree banning condoms advertised on TV, the media itself in the golden hours
(18h-20h). This Decree takes effect on January 1, 2014 which is a difficult for
any condom brand in Vietnam market. Despite of the decree, Durex has made
the first move in their campaign by focusing and running the campaign on
Facebook aimed to gain the brand awareness to the consumer.

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 Image 7: Advertising policies for condoms

(https://news.zing.vn/quang-cao-bao-cao-su-luc-18-20h-se-bi-phat-50-trieu-
post369930.html)

2.3.2. Economy
According to the estimates by MPI, the GDP growth rate in 2018 is about
6.7%, the outlook is likely to be higher. The size of the economy is estimated at
VND5.55 trillion or US $ 240.5 billion. By 2017, the economy will reach VND5
trillion, or US $ 220 billion.

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 Image 8: GDP growth is forecasted at 6 largest economies in Southeast Asia

(https://cafeland.vn/tin-tuc/bloomberg-du-bao-tang-truong-gdp-viet-nam-2018-dat-65-
70676.html)

According to “marketingai.admicro.vn” said Durex uses brand awareness

strategies and high-end product which makes the prices are quite high compared
to other condoms made from Japan or Thailand that are available in the market.
Although high price strategy will help Durex raise the brand and prestige in the
eyes of customers, but it will not have long-term competitive advantage because
the price is not really suitable for the money and living standards of Vietnamese
people.

(https://marketingai.admicro.vn/chien-luoc-marketing-bao-cao-su-durex/)

2.3.3. Society
According to VYAC - Vietnam Youth Action for Choice, show that
"Vietnam has achieved many achievements in reducing the rate of abortion every
year." According to data from the health sector, the number of abortions is
80,000. In 1988, it increased to 1.2-1.3 million cases in the period 1993-1997,
reduced to 60,000 cases in the period of 2006-2010 and 40,000 cases in the
period of 2011 - 2013, respectively. ‰ - 66 ‰ - 38 ‰ -27 ‰. " Therefore, if
absolutely prohibited in any way, this would lead to "women face the risk of
access to unsafe abortion services." People is protesting the campaign “ Me oi,
dung giet con”, because it was an unfair campaign for the female.

page 9
 Image 9: Campaign “Mẹ ơi đừng giết con”

Image 10: Protect adolescent children

However, there was a serious topic about the young female student threw
her child after got birth from the 31th floor that has been a controversial topic.
Some of social media thinks that girl should be killed, but there was some said

page 10
 that was not her fault because her mental during the pregnant wasn’t stable. From
that, people defend that instead of telling the females to protect themselves, men
should wear condom as a respect to the partner.

2.3.4. Technology

Since the social media comes to the world, and every Vietnamese are
using smart phone to contact, online purchasing, working or studying ,..etc.
Facebook is one of the most popular for Vietnamese not only sharing their status,
but also for the brands to gain the brand awareness, engagement between them
and the audience.

2.3.5. Juridical

In most Vietnamese University or College, there is much non-

governmental organization inside the university/college activities to gain
awareness for the students. These organization must be non-profit that can
support and develop for the humanitarian, political and religious sessions.

2.3.6. Environment.

The sexual topic still sensitive to every Vietnamese student or even the
Vietnamese adult. Mostly, for the young Vietnamese, they don't have any
knowledge of safe sex or pregnant which caused a lot of situation that unsafe
abortion.

From 2016 till 2018, there are many articles shows that some volunteers
find the unborn children that threw at the garbage or trash can outside the street.

The young male student who was born in 1998 said that for the last 3
years, he has found about 3000 unborn children, interviewed on Dai Ky Nguyen
News.

page 11
 Image 11: Disaster Status In Vietnam

page 12
 B. CONTEXT ANALYSIS
1. Introduction Of Durex’s Organization.
1.1. Over View

Durex is the international SSL development and development (UK)

brand. The end of July 2010 when you buy Durex Brand name is a durable,
reliable and excellent durable device.

Currently Durex is present while in the country. Asia-Pacific region,

Durex downgrade means online of Australia, Bangladesh, China, Hong Kong,
India, Indonesia, Malaysia, New Zealand, Pakistan, Philippines, Singapore, Sri
Lanka, Loan, Thailand. Durex's final factory in the UK. Our current Vietnam is
usable. One of the delicious, delicious and delicious food.

Durex is the world's leading condom brand with over 100 years of quality
experience and also is one of the most popular in Vietnam. Over 2 billion
condoms are sold annually, accounting for about one-third of the global market.
Durex is famous for its bold, creative and imaginative advertising that has had a
huge success in the condom market and has contributed to creating healthy
sexual habits with safe methods of contraception. Perfect for couples.
1.2. Vision, mission and core value
1.2.1. Vision
Durex has always fostered the development of sex education throughout the
world since the understanding of gender and sexuality is key to shaping
awareness and attitudes for the younger generation. In Asia, especially in
Vietnam where people have the lack of knowledge of safe sex and feel
embarrassing while buying or having condom beside.
1.2.2. Mission

Since 1929, Durex has always been the mission of being a safe choice for
couples all over the world. Durex believes that everyone deserves a healthy and
uplifting sex life where they can feel the freedom and fullness of their emotions

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 1.2.3. Core Value

Durex - the symbol of sex new age. Durex - welcome and support those
who have the same opinion in healthy "love". Together, we will be stronger and
more enduring. And wherever you are, if you need help - there will be Durex.

2. Situation Analysis
2.1. Market demands

Recently, the campaign “Me oi, dung giet con” has been clap back from
the social media, especially from the female. The campaign is about collecting
100.000 signature aimed to stop the abortion. However, the female said that the
name sounds really harsh on women when men are the reason make women get
pregnant too. They also provide that why men not wear condom instead of
forcing women to use kinds of method to prevent getting pregnant. They do agree
that it shouldn’t get abortion after 4 months pregnant or in a special case that
needs to get abortion .The female want emphasize the main point that even they
have use any oral contraception medicine, there is still can get unwanted
pregnancy. The social bate between pro-choice versus pro-life.

Thinking of sexual health care: The society said that running the campaign
“Me oi! Dung giet con” isn’t suitable for the situation. Perhap, their method how
to run it caused the misunderstand; in addition, the campaign should educate
people why and how we need to have safe. Your decision of having pro-choice
or pro-life doesn’t related to any humanitarian crisis.

=> Media content of “Nghĩ trước khi sướng” is going to convey the
objective of sexual education about having a safe sex aimed to gain the young
Vietnamese sexual knowledge and help them to avoid choosing the unsafe
abortion or having sex without any protection. The topic will provide the things
that the audience haven't know about sex and condom.

2.2. “Nghĩ trước khi sướng” campaign overview

2.2.1. Establishment

page 14
 Background: The social bate between having a pro-life or a pro-choice
is an extensive decision for the young Vietnamese. There are three different
opinions, one is about the humanity that it is a crime for a mother to get an
abortion. Next is the mother gets the abortion or a person tell her to get it would
get a bad consequence, bad luck or even get karma if they have kids after that.
Last but not least, people who against the pro-choice that think if it is an
unwanted pregnancy such as a poor condition economy, unstable mental, being
raped, etc,...
2.2.2. Introduction

This campaign named "Nghĩ trước" is about educating to every

Vietnamese of having safe sex. Since the sexual topic is a sensitive topic in any
high school that most people think wear condom only prevent from getting
pregnant, but not getting STDs or HIV.

Especially, the young female don't know exactly beside HIV, if they have
sex without protection, they would get STDs. However, their mind just thinks
About Getting Pregnant And Start To Pill Misuse That Can Harm Women's
Health.

3. Competitor Analysis
3.1. Overview

Vietnam is a potential country for Durex to develop its market. The total
revenue of Durex condoms in Vietnam in 2012 is $ 20,408,000, an average
annual growth rate of 10-15%, and in 2013 alone, this rate will increase to 30%
significant number. The total number of Durex condoms sold in Vietnam last
year was 4.16 million. The coverage of Durex condoms in the stores is estimated
at 90-95%, however, the rate of using Durex condoms is still low. Below is the
statistics of the condom purchase rate of customers in 30 samples of condom
shops, pharmacies and supermarkets in Ho Chi Minh City.

page 15
 Brand Name Purchase Rate (%)

Durex 16

Okamoto 12,7

OK 8

DKT 11,6

Table 1: Markets Of Vietnamese Rubber Types

3.2. Identification of competitors

The potential for demand and the increasing condom quality has show
that the market in Viet Nam is a potential market for condom producers.
Therefore, there are many brands with diverse product lines that have appeared
on the Vietnamese market.

Especially the products of DKT Cooperation Viet Nam, Okamoto ....

DKT Cooperation Viet Nam: At present, DKT Viet Nam has created a
unique private and public distribution network in cooperation with HIV / AIDS
prevention agencies, with about 2000 non-traditional outlets, such as the Bar ,
Karaoke, Club, hotel. According to statistics DKT has sold more than 19 million
Condoms and other maternity products.

Okamoto: There are quite a few sagami products like condoms, sponge
condoms, etc. There is a special product called 0.02 Okamoto made from
polyurethane with many outstanding features.

There are also other brands such as Sure, Simplex, ... However, these
products are not rated Durex competitors because of the quality is not guaranteed
as well as the market share is not significant.

page 16
 3.3. Competitors brand level

Competitors at the brand level with Durex are Okamoto. Okamoto's

products range from ultra-thin condoms to spiked condoms, colored condoms,
…. Many of Okamoto's products have outstanding features that make it
competitive with Durex in the Vietnamese market.

3.3.1. Strength of Durex compared to Okamoto

- Prestigious brand, Durex is one of the first condom companies to enter
the Vietnamese market.
- Prices are cheaper than Okamoto
- Good quality, diversified products
- Durex is a pioneer in product development through market research
activities in Vietnamese
- Available at most pharmacy stores and pharmacies in cooperation with
DKSH Group (distribution corporation)
- Large PR and marketing activities, careful investment to target the
customer, help to identify the brand better than the opponent.

3.3.2. Weaknesses of Durex compered to Okamoto

- The price of Durex products is quite high, not suitable to the standard of
living of Vietnamese people.
- There is no main distributor for Durex in Vietnamese
3.3.3. IMC activities of competition

At the present time, in terms of communication or distribution in Vietnam

market, Durex stronger in all aspects than the opponent is Okamoto.

Through distribution companies, Durex and Okamoto are widely

distributed throughout Vietnam for easy purchase.
a. Common point

page 17
 Direct Sale: The common point between Okamoto and Durex is direct
sale in Vietnam. The products are distributed directly in pharmacies,
supermarkets, convenience stores, ...

b. Difference point
- Durex:
Digital/ internet marketing
o Durex focuses on media such as TV, Social Media, Digital, or sponsors
gender events, and trial product. This brand has quite a lot of campaigns
and samples are creative, bold and humorous.

o Durex regularly produces viral clips and review content is very bold and
humorous on the social media channels such as Facebook, Youtube, ...
attract thousands of customer interaction. The content of Durex is often
very different and short, exploited based on the insight and psychology of
potential customers.

o In addition to the social media activities, Durex also sponsors programs,

advocacy and counseling on reproductive health, child abuse prevention,
The school provides students with opportunities to increase their
potential.

Sale promotion
o Durex regularly drops prices on ecommerce sites Lazada, Shopee,
Tiki,…, users can place orders and pick up right in this day or next day.

- Okamoto:

Okamoto, although a direct competitor of Durex in Vietnam but almost

no campaign at all. Different Durex, Okamoto not sold through e-commerce
sites. They build their own websites

page 18
 C. ELEMENTARY THEORY
1. Integrated Marketing Communications ( IMC)
1.1. Internet Marketing

Internet Marketing is a combination of the words "Internet" (Global

Information Systems, Online Environment) and "Marketing". In Vietnam it has
mean "Online Marketing". And online marketing activities will primarily take
place on the Internet, including social networks, forums, news sites, banner ads
or any media products you find online. Online marketing activities can be found
in many different forms and in many different forms.

Image 12: Social media marketing

page 19
 Social Media Marketing can be understood as marketing activities done
on the social channels to collect certain effects such as interaction with the user,
increase the receiver The user's perception of services, products, and especially
the behavior of purchasing and owning the user's product through the social
network.
Popular social media channels now include Facebook, Instagram,
Youtube, Twitter, Pinterest ...
This is one of the essential channels we want to target. However, the
selection of content, attracting extremely necessary.

Image 13: Facebook Ranking’s

(https://dantri.com.vn/suc-manh-so/viet-nam-co-so-luong-nguoi-dung-facebook-lon-
thu-7-tren-the-gioi-20180418145327613.htm)

Vietnam ranks seventh with 58 million users, up 5 percent in the first

quarter, and 16 percent more than in the same period last year. Ho Chi Minh City
is also among the top six cities with the most Facebook users, with 14 million
users. In addition to Facebook group also pushed the amount of interaction on
Youtube.

page 20
 Image 14: Active users of key global social platforms

(https://dantri.com.vn/suc-manh-so/viet-nam-co-so-luong-nguoi-dung-facebook-lon-
thu-7-tren-the-gioi-20180418145327613.htm)

Facebook is still leading the way with 2.23 billion users, YouTube and
WhatsApp ranked second with 1.5 billion users, followed by the Facebook
Messenger, WeChat, Instagram platform.

Currently, there are over 4 billion internet users in the world, 5 billion
smartphone users and Vietnam is no exception. Therefore, the group promotes
the two vehicles to promote and provide customers with information and convey
Durex messages.

1.2. Advertising

Advertising uses media to convey information about the quality or

advantage of the product to the customer. To do this, businesses have to spend a
certain amount of money.

We chose use TVC, Viral Clip on youtube or FaceBook. Content is

different and concise, exploited based on the insight and psychology of potential
customers.

page 21
 In addition, print media such as newspapers, magazines, commercial
publications will also be put into use because Durex customers targeted to adults
with reading habits.

Image 15: Advertising of Durex

As mentioned above, we want to convey the message and raise awareness

about healthy, safe sex in the most creative and funny ways to our customers.

1.3. Direct Marketing

With some form of direct marketing: Email Marketing, Door to Door

Leaflet Marketing, Direct response television marketing, Telemarketing ,
Couponing, direct selling, integrated campaigns.

Groups select Email Marketing and make phone calls directly to

customers. The purpose of the group is to be able to get information and be able
to answer customer inquiries.

1.4. Digital marketing

Digital marketing is build awareness and branding of products or products

online using all available digital channels. Social networking is one of the major
means of attracting our customers. Specifically, FaceBook. We will provide post,

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 photos, sharing information, blogs .. with interesting content. Facebook is the
place to be competitive about delivering messages that appeal to customers.

Image 16: Brand awareness level have suport

(https://vinaresearch.net/public/news/2201-bao-cao-nghien-cuu-thoi-quen-su-dung-
mang-xa-hoi-cua-nguoi-viet-nam-2018.vnrs)

According to the Brandvietnam shows that users tend to use the social
media at the golden time (18:00 to 22:00). The young Vietnamese spend at least
around 2.12 hours for social media. They also noticed that Facebook is one of
the highest access time (3.55 hours) which is much higher than the average of
1.42 hours. The reason users to use social media and one of those to connect,
contact (26.8%).

It is also showed that most users are interested in updating their status for
71.7% in both sexes. They showed that women interested that social post rather
than male which is 67.2% for female and 55.3% for male, and for
advertising/sales post that female takes 41.6% and male takes 29.5%.

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 Image 17: Access time using internet in Vietnam

(https://vinaresearch.net/public/news/2201-bao-cao-nghien-cuu-thoi-quen-su-dung-
mang-xa-hoi-cua-nguoi-viet-nam-2018.vnrs)

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 As of July 2016, 1.71 billion people are using Facebook. The number of
Facebook users through mobile phones is up to 1 billion a day, up 22 percent
from a year ago. 84% of Facebook's revenue comes from running ads. Every day,
Facebook has an additional 500,000 new users, with six new subscribers each.
With such potential, this is the tool that Durex is improving and give the article,
share the useful to the customer..

Image 18: Concerned content of gender

(Source: The Vietnamese Behavior on Social Media, Vinaresearch)

https://vinaresearch.net/public/news/2201-bao-cao-nghien-cuu-thoi-quen-su-dung-
mang-xa-hoi-cua-nguoi-viet-nam-2018.vnrs

1.5. Personal Selling

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 Personal Selling is the face-to-face communication of the salespeople
with potential customers to present, recommend and sell the product.

Personal selling brings attention of every customer and delivers more

information. Between sellers and buyers there is a flexible interaction tailored to
the specific requirements of the customer and has These are the things that
advertising can not do. Salespeople can also convince and solve customer
inquiries. In addition, personal selling Establishing and developing sales
relationships.

The training of the skills we have been carrying out for our employees.

In addition to training for employees at local stores, Durex focuses on

providing information and guidance to dealers. Because this is one of the most
potential customers, the team is very important in creating repeat relationships
with them.

1.6. PR

PR is defined as the management function to assess public attitudes, to

align the policies of organizations with social interests, to implement the
program of activities to achieve public understanding and acceptance. .

We have been involved in funding for programs, advocacy and counseling

on reproductive health, the protection of abused children, the support of school
health counseling for students at universities and dormitories to increase the
number of leads Sale Promotion.

According to statistics collected on the website of the Vnexpresses, 56%

of unwanted births due to not using contraceptives, nearly 40% because
contraceptives failed.

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 Image 19: Chart of Statistics of total abortions and adolescent abortion in
Vietnam

(http://docbao.vn/gia-dinh/moi-nam-viet-nam-co-300000-ca-pha-thai-tintuc485131)

In Vietnam, there are around 250,000-300,000 reported abortions

annually. This rate has been reduced but still high, said the Department of
Maternal and Child Health, Dinh Anh Tuan, at the World Pregnancy Day
meeting on Sept. 26. In addition, the group found that the situation on the young
people today still lack a lot of knowledge about contraception. Therefore, the
transmission of messages through educational institutions, such as the opening
of college programs for college students, will bring the brand name as a specific
solution for prevention. In order to reduce the situation as well as the most
effective way to prevent the school.

1.7. Sale promotion

Promotional (or sales promotion) is a stimulus that encourages customers
to buy in a short period of time by providing them with additional benefits to
increase sales (pull strategy). Promotions also target intermediaries in the
distribution channel to encourage them to sell more goods to the business (Push
Strategy).

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 In this case we choose enhancing customer gratitude, giving gifts to loyal
customers to maintain loyal customers. The brand also builds a free counseling
and customer care system that not only deals with the product, but also the
psychological and sexual life of consumers.
In addition, Durex customers will earn points at the condom shop, when
enough points will be added to the product, gift items and books to supplement
information knowledge for customers.

2. Imc Tools For The Program

Getting to know the IMC definition, we realize that Durex has used IMC
tools for their project so far. In addition to five traditional tools in IMC
(advertising, direct marketing, personal selling, public relations and sales
promotion), Durex has taken advantages of Internet and used it as an efficient
tool. For examples, Durex official Facebook fanpage has reached over
11.656.287 likes. Most of brand communications activities happen here.

The way online media is typically that the student or group use is posting
the content on the Facebook page, the IMC allows us to expand the "soil" of
advertising, communication thanks to the website or email notifications.

Since the project aims to propagandize young people and inexperienced,

social media are perfect channels to deliver project’s messages. The messages
need to be presented in an interactive and visually attractive way, which
Facebook & Instagram platform is perfectly suitable for. Through Internet
Marketing, Durex meets its goal.

The most important rule in implementing IMC plan is to make sure that
all the tools carry a consistent, clear and compelling message. In the case of
Durex project “Safe sex Project”, we call out Durex people who are young to use
safe sex measures.

Durex IMC strategy will include direct marketing, PR (event, press

release, online articles, KOLs), advertising (viral clips), internet marketing

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 (Facebook ads, interaction activities), personal selling and sale promotion
approaches.

The IMC plan for “Nghĩ trước khi sướng” campaign contains three stages:
Increasing awareness, Engagement.

● Digital Marketing (Social media content - Facebook):

As we mentioned earlier, the decree isn't allowed any advertisement of
condom around 18:00 to 20:00. Our target audience is Vietnamese who is 18 -
30 years old spend at least 2.12 hours on Facebook.

=> The campaign will focus on the Facebook fan page. The main content
is about educating kinds of sexual disease that shows the importance of using the
condom as a prevent getting STDs and HIV.

● Public Relation
From the event of the young female student in Hanoi who threw her child
from the 31st floor has been a big argument that has two side opinions. Some say
she should get in jail or get an execution of killing her child. And for the rest said
that instead of taking criticism on the young female, people should start to
educate in this young generation how to have a safe sex rather than taking orders
on them. Giving the decree and orders only make the female feel shame and
insecure of the sexual situation which can cause a lot of unsafe abortion like right
now.

=> To build the sexual awareness in the young Vietnamese students, a

workshop in top 5 universities in Ho Chi Minh City to help and support them to
understand "things you haven't know about having sex".

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 D. MEDIA PLAN
1. IMC Strategy For Safe Sex – Durex Project
1.1. Objective

The Vinaresearch found that when male consumers have been asked the
reason they use the condom. The perception of preventing the STDs & HIV takes
68% (single takes 66.7% and married takes 69.6%); in addition, the permission
from their partners only takes 11.4% ( for single: 12.3% and married: 10.4%).

The highest percentage of using a condom is preventing the unwanted

pregnancy takes 71.6 % ( for single takes 71.3 % and married 71.9%)

=> It is shown that the Vietnamese who are single are only think of
preventing the unwanted pregnancy than prevent sexual disease.

From the sources, the main objective concept we focus on this campaign
is increasing the sexual disease awareness.

1.2. Target Audience:

- The young Vietnamese students
- From 18 to 25 years old
- The status of the relationship: single and married ( the couple haven’t used any
birth control or other method)
1.3. Time
- Started from the January to June 2019.
1.4. Messages
Our campaign wants to convey the key concept Durex condom is the
condom not only guarantee the hygiene but anti-leak, gain the confidence in your
sex life on the next level ” that included 4 feature messages.
Firstly, you have a guarantee in 3 elements of a product about "durability,
reliability, and excellence” and it is the most durable latex in your sex life.

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 => Created types of product's features to provide consumer's needs
on the product display by a small paper included quotes.
Secondly, Durex is an expression of the modern sex life who have the
same point of view about safe sex and contribute the sexual knowledge for the
generation. Bring and create a creative angle but still elegant in the sex topic that
easy to be approached with the audience.
=> The social content is focused on the google confession link aimed
to share and helping the audience about things about sex, and gain the
interaction traffic.
Durex can be trusted to ensure the most hygienic, diversification products
that committed to building and inspiring the value the relationship with its
customers.
=> A series viral clip or a short film on social media (Facebook &
Youtube) about the story what condom can make our life better. The
content is surrounding of protecting yourself not get STDs/HIV and
unwanted pregnancy.
Durex is one the best condom that has a well understandable from
consumer behavior during their sex life and also their health, aimed to connect
the top-notch products and can transform the Vietnamese condom industry.
=> Participate in industry health workshops, events and distribute
information about the Durex.
1.5. Tools & tactics
1.5.1. General
This campaign is focused on social media and public event aimed to gain
the sexual subject to Vietnameses knowledge and the perception of using
condom for preventing the sexual disease.
Based on the sources we have found that the adult Vietnamese spend at
least 2.12 hours ( Facebook is 3.35 hours per a day ) per a day => Our target is
young vietnamese which is the reason we want to focus on social media.
The decree isn’t allow any condom commercial on TV around 18:00 -
20:00.

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 => We are using social media as a platform to convey the campaign
message and interaction with the audience. Our channels we will use Facebook,
Instagram and Youtube.

1.5.2. Strategy And Tactics:

1.5.2.1. Strategy
Strategy 1: Develop the content marketing the feature of Durex based on
the sexual subject (disease, married, unwanted pregnancy). Also the convey key
message “Vui thôi đừng vui quá”.

Image 20: I miss Her (pes), remind of the STDs to audience, Durex Indonesia

Strategy 2: Holding a workshop aimed to educate and gain the sexual

awareness. We want to emphasize the importance of condom in this new
generation, encourage the use of Durex condom.

Strategy 3: Collaborate with hot blogger/influencer to spread the

campaign.
1.5.2.2. Tactics

Strategy 1:

Tactics 1.1: Launching the short film named “Latex Man - Người Hùng
Làm Bằng Nhựa” is a freshman’s life. After moved to the Saigon to study, his
life began change from that. He is a new student that didn’t have any friends and

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 he gets culture shock in the university where he hasn’t seen any the wild student
life. He gets into the student group on the facebook where students express their
problems, study on its. Suddenly, one day there is an anonymous on the group
chat exposed that there is a female student who got STDs, which makes people
curious about its. People is trying to find her aimed to expose that she is the
“virus” who needs to get out of the university. This boy feels sorry for her, and
want to help her, he creates another Facebook account to find her on the group
chat by posting the sympathy post. Then she talks with him through the clone
account, and tell him the reason why she got the disease. From that, he started to
gain the awareness in the university under the ciritsim.

- Time: 5-10 minutes for one episode

- Duration: 1 to 2 months
- Channel:

● On Facebook: A teaser before launched the film. It is be posted on each Saturday

but only the main scene in the film, then link to youtube.
● On Instagram: A teaser and the climax of the film aimed to tease the audience.
● On Youtube: Updating the full episode.

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 Image 21: The Instagram layout of film teaser - Durex Indonesia

Tactic 1.2: Posting types of content social post such as a gif, cinema
graphic, ads post such as Durex is doing on their Facebook now. But the content
is emphasize 3 topics: disease, relationship and unwanted pregnancy.

Image 22: The short animation 4D video - Durex singapore

(The Q&A graphic post - Durex Singapore)

Strategy 2: Public Relation (workshop, Fanpage – 4 each target)

We would focus on 5 Vietnamese University in Ho Chi Minh city. There

are: Hoa Sen, Ton Duc Thang, Tai Chinh Marketing, Nguyen Tat Thanh and Xa
Hoi Nhan Van. Our target audience is student who study in these universities.

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 This workshop conveys the sexual objective about safe sex, also deliver
the message of “Nghĩ trước khi sướng”.

1.5.2.3. Workshop
a. Workshop content

Discuss about having sex before marriage. What you need to know
about sex and the importance of using.

b. Checklist
c. Budget
d. KPIs
1.5.2.4. Facebook fanpage
a. Content:

Deliver the workshop information. Also can do some mini game to get
the interaction with the audience and do livestream with influencer as a talk show
with Pew Pew.

b. Timeline
c. KPIs
1.5.2.5. Media
a. Objective:

Deliver the campaign “Nghĩ Trước Khi Sướng” to the audience. Gain the
sexual disease awareness, unwanted pregnancy.

b. Content
c. Press Release
d. KPIs

Strategy 3: Public Relation ( collaboration with influencer )

We would want to choose Pew Pew to collab in this campaign. He is one

of the most influence not only to young boys, but also young girls.He is a game
streamer and also a content creator talks about his own experiences. He is under

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 managed by “Creatory Agency” .He did do a blog about how he went to check
his “male health” which gets a lot of respond. As we mentioned earlier, Pew is a
hot influencer that doesn’t feel hesitated of telling the sensitive topic or promote
product as Durex in this Vlog.

Image 23: Streamer Pew Pew in Campaign

Tactic 3.1: The topic of the livestream talk is about “Nghĩ trước khi
sướng”. Pew will give his opinion about this subject on his page. Then raising
people to join the workshop.

Tactic 3.2: Pew is one of the mystery guest who will join in the workshop
to share the experiences and his opinion about safe sex

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 CONCLUSION

“This campaign aims run for both the community and the Durex brand.
we also get more some an inestimable lesson when developing strategies.

- Select the appropriate channel with the target audience In each different media
channels like Facebook or email marketing .
- Understand the true insight to develop ideas: Due to project All have small
programs with different themes should force us to understand exactly what is the
main contents of the subject to carry out the ideas for communication.

In addition, after the completion of the project, we have been adding more
knowledge about market research, establish plans IMC efficient...”

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 BIBLIOGRAPHY

1. Vinaresearch (2017). Báo cáo khảo sát hành vi sử dụng bao cao su của đàn ông
Việt, [https://vinaresearch.net/public/news/2170-
Bao_Cao_Su_%E2%80%93_Bien_Phap_Tranh_Thai_Hang_Dau_Duoc_Cac_Quy
_Ong_Viet_Lua_Chon.13 Sep 2017].
2. Nam Phương (2017). Mỗi năm Việt Nam có 300.000 ca phá thai, Vnexpress.net,
[http://docbao.vn/gia-dinh/moi-nam-viet-nam-co-300000-ca-pha-thai-tintuc485131
26 Sep 2017].
3. Châu An (2017), Bloomberg dự báo tăng trưởng GDP Việt Nam 2018 đạt 6,5%,
Bloomberg, [https://cafeland.vn/tin-tuc/bloomberg-du-bao-tang-truong-gdp-viet-
nam-2018-dat-65-70676.html 19 Dec 2017].
4. Khám phá (2013), Quảng cáo bao cao su lúc 18 - 20h sẽ bị phạt 50 triệu,
[https://news.zing.vn/quang-cao-bao-cao-su-luc-18-20h-se-bi-phat-50-trieu-
post369930.html 18 Nov 2013].
5. Nguyễn Nguyễn (2018), TNW, Việt Nam có số lượng người dùng Facebook lớn
thứ 7 trên thế giới, [https://dantri.com.vn/suc-manh-so/viet-nam-co-so-luong-
nguoi-dung-facebook-lon-thu-7-tren-the-gioi-20180418145327613.htm 18 April
2018].

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