BRAINOFBRAND BRANDMARATHON

2017
TN
THM
I
XTHI
 Thc trng
BRANDMARATHON

1.
2. nh v thng hiu
3. Mc tiu
4. i tng mc tiu
5. S tht ngm hiu
6. tng ln
BRAINOFBRAND

7. K hoch chi tit

8. Ngn sch

2017 NI DUNG
 THC TRNG
Biu Tnh trng thiu nng lng
ca ngi Vit Nam,c bit l i Thanh nin Vit Nam 18 24,
tng thanh nin trong tui 20 - 24
T l thanh nin c bit l nhm i tng sinh
tng b m chim vin, thng xuyn gp nhiu
hn 1/5, trong vn v th lc v sc khe,
23%
nhm thnh th l c th l mt mi, cng thng,
BRAIN 32,8%, cao hn thiu nng lng v gp nhiu
nhm nng thn triu chng bnh
OF 4,1%.
BRAND 77%
Ngun: Bo co kt qu tng iu
tra dinh dng ton quc 2009
2010 ca b Y T

Vic phng nga bnh t u khng qu kh, bng cch

Ngun: Bo co kt qu tng iu tra dinh
dng ton quc 2009 2010 ca b Y T
b sung cc vitamin, cc vi cht dinh dng, khong cht,
cc cht chng oxy ha c th gip gim nguy c mc
bnh. Bi vy, cc sn phm thc phm chc nng b
sung Vitamin & Khong cht c coi l cng c d
phng sc khe trong th k XXI.
Ngun: The Health ++
 Ngnh hng Sn phm nh v
Th trng si C cc k tim nng v con ngi hin Sn phm ca Cng ty dc SPM sn xut v
thng hiu
ti c thc v nng cao sc kho v cht lng phn phi
cuc sng.
Thng ip: Cho c th khe mnh mi ngy. Gii php s 1 cung
Hiu qu Marketing nh hng r rt n nh v
Cha nhiu vitamin, khong cht (15 cp nng lng ti u,
thng hiu v gip tng doanh s, m rng th phn.
Vitamin & Khong cht). tng cng sc
Ti Vit Nam c trn 100 nhn hiu khc nhau, mt
khng cho c th.
s mt nhp khu c mt trn th trng Vit Nam Gi th trng tm trung.
rt lu nh Pharmaton, Plusssz, Beroca, Upsa C. Bn Dng sn phm a dng cho nhiu i tng: Gia
cnh cc sn phm c sn xut trong nc:
BRAIN MyVita, Bocalex, Multivitamin-OPC, Hassa Multi, .
nh, thanh thiu nin, tr em,...

OF
BRAND i th cnh tranh
Bocalex My Vita
Ging nhau Gi th trng gn bng nhau
Cung cp c Vitamin v khong cht vi liu lng gn bng nhau
Cng ty ni a
ph nh thuc hu nh gn bng nhau 80% tuy nhin Myvita cao hn.

Hot ng Ch trng Digital Marketing:
Facebook group community cho khch hng tm hiu v tri nghim sn
Marketing phm To lng tin. Tuy nhin hot ng ca group cha tht s hiu
qu.
u t nhiu vo digital content marketing.
T chc Digital contest hng thng: Vui kho cng Bocalex
Cuc thi Nng ng ngy h Tp trung vo gii tr.
Activation: Thng xuyn c cc chng trnh khuyn mi + Sampling ti
cc Siu th cao cp mi m: Aeon Mall.
ang c gng tp trung vo Digital Marketing tuy nhin hiu qu
mang li tht s cha cao.
Content cha tht s thu ht i tng truyn thng.
Tp trung ch lc vo Trade Marketing nhiu hn. Cc hot ng
offline ca nhn hng din ra kh u n, tri u trong 1 nm, tp trung vo
cc hot ng th thao hoc cc chng trnh dnh cho sinh vin.
Cc chng trnh bc thm trng thng, khuyn mi c t chc thng
xuyn.
 - a nhn hng My Vita tr thnh
thng hiu hng u v sn phm b
sung vitamin & khong cht
- Tng doanh thu cho nhn hng My Vita

BRAIN
OF MC TIU CHIN DCH MC TIU THNG HIU
BRAND

- Xy dng nhn thc v vn chm

sc sc khe
- Khuyn khch b sung vitamin v
khong cht chm sc sc khe
 - Tui t 18 - 24
- ang sng ti cc thnh ph ln: TPHCM, H
Ni, Nng, Nha Trang, Cn Th..
- Cha c mi quan tm ng mc ti vic
chm sc sc khe
- Cp nht cc thng tin trn mng x hi
BRAIN
OF - Sinh vin nng ng, thng xuyn tham gia
BRAND cc hot ng ngoi kha, tng tri nghim ti
cc trng i hc v cao ng

I TNG
MC TIU
 - Ti khng bit mnh thch g na.
- Phi th mi bit mnh thch g ch.
H ni g? - Sau ny i lm s khng cn nhiu thi gian
rnh m coi mnh thch g u
- Mi ti v nh, ti li cm thy mt mi r ri

H lm g?
BRAIN
OF - 72% cha tm thy am m hoc xc nh sai am
BRAND m
- 60.4% tham gia t nht mt cng vic bn ngoi vic
hc t nm th 2 i hc
- 23.3% cng lc tham gia 2 cng vic tr ln
- Trong s , 83,2% tha nhn bn thn tri qua
tnh trng mt mi t nht 2 ln mi ngy

=> i vi h, vic xc nh c am m l v cng quan

trng. V th, h lun c gng th tht nhiu th tm ra n.
 ng lc: Cn tr:

Ti cho rng ch khi tri nghim nhiu

Ti lun khao kht tm ra am m mi tm ra c am m nhanh chng
BRAIN ca mnh v iu khin ti mt mi.
OF
BRAND

S THT NGM HIU:

L mt ngi tr nng ng, ti lun mun tm ra am

m ca mnh. V vy, ti chn cch tri nghim tht
nhiu rt ngn thi gian nht c th. Tuy nhin,
chnh s la chn ny i khi lm ti mt mi, khin ti
khng th tip tc tri nghim.
.
 TNG LN
Tn hng si tan - t t tri nghim

BRAIN Thng ip chnh

OF My Vita gip bn nhanh chng
BRAND p tan mt mi, t t khm ph
am m
C th:
Chng ng tm kim am m cng ging nh cch m
chng ta ha tan mt vin si. Khng c cch pha no tt hn
cch chng ta kin nhn ch i cho n khi vin si tht s
ha tan, cng khng c s la chn no tt hn vic chng ta
tng bc tri nghim tm kim am m tht s.
 Consumer Society
thc s tm thy Thanh nin Vit Nam
am m, ngi tr thng xuyn gp
cn gii quyt trit nhiu vn v th
s mt mi lc v sc khe, c
th l mt mi
BRAIN
OF Tnh gn kt .

BRAND
ca
tng ln Brand:
Vin si MyVita cung
cp nng lng ti
u, tng cng sc
khng cho c th.
 TNG QUAN CHIN DCH TRUYN THNG

Giai on 1 Giai on 2 Giai on 3

Awaresness 3 tun Experience 5 tun Ampliy 4 tun
Objective - Tng nhn thc ca khch hng v - To s gn kt gia thng hiu v ngi -Actively share and spread stories
nguyn nhn ca s mt mi bt dng thng qua vic tri nghim v khuyn of youh s desire, closely
ngun t vic theo ui am m qu khch ngi dng s dng My Vita b associating with brand MyVita
sc sung vitamin v khong cht. - Ch ng chia s v lan to cu
BRAIN - Gii thiu MyVita nh l mt gii - Gio dc ngi dng rng tm ra am chuyn v am m ca gii tr, gn
OF php ti u nhm cung cp Vitamin m th khng th lm hi n sc kho ca cht vi thng hiu My Vita.
v khong cht, ngn nga s mt h.
BRAND mi.
Key
message
My Vita gip bn nhanh chng p tan mt mi, t t khm ph am m

Key hook
Viral clip dng hi Clip phng vn + Livestream t KOLs. Cuc thi nh: am m cng My
Vita
Support
TVC Activation ti im trng thi.
tactics
Chui poster v bnh TVC TVC
PR Articles PR Articles PR Articles
KOLs sharing KOLs sharing
 Viral clip dng hi vi ni dung:
Cu chuyn xoay quanh mt c sinh vin nng ng v cng 1 lc
lm nhiu vic sau mt thi gian cm thy mt mi, ui sc trn k
GIAI ON 1 hoch mnh ra.
V tnh bit MyVita qua mt chng trnh th Sampling gn nh, c
Awaresness sinh vin mua dng th v cm thy phn chn hn tip tc chng
ng sp ti
BRAIN (3 tun)
OF TVC 30s:
Da trn ni dung viral clip kt hp cc phn cnh gii thiu v chc
BRAND nng cung cp 15 loi vitamin v khong cht, gip tng sc
khng v cung cp nng lng cho c th

2 tun u s tp trung truyn thng v

b posters. (2 tun u). nh tt c cc Chui poster:
knh Digital Platform m gii tr hin Ni dung v nhng iu khin con ngi m nh v nhng triu
nay ang quan tm nh: Facebook, chng hng ngy nhng gy ra hiu qu khn lng nu khng cha
tr kp thi.
Instagram, Mp3 Zing ads, Zalo Ads,
Knh 14,...
2 tun sau s u t vo on TVC v PR Articles: Ch yu trn Digital Platform
sn phm My Vita tp trung vo cc
trang nh trn.
 GIAI ON 2
Experience (5 tun)

Clip phng vn + Livestream t KOLs v am m v cch

theo ui am m.
Mc tiu chnh: dn lt tng tc v fanpage ca MyVita, s dng facebook
fanpage nh l mt knh chnh.
BRAIN Clip phng vn KOLs s c post ln fanpage s c Minigame fans c th on
c KOLs ny l ai.
OF Sau khi KOLs l din, KOLs s t chc livestreams trn fanpage ca My Vita v cu
BRAND chuyn am m mi ti th 7.
Lin tc trong 5 tun vi 5 KOLs c gii tr yu thch.

Giai on ny vn s dng PR Ariticles, tuy nhin khng phi l ch lc.

Ch lc vn n t KOLs l chnh. D vy vn c 1 s hot ng qung co trn
- Activation ti Mobile (Mobile Ads),...
im trng thi. TVC: Xuyn sut c chin dch (TVC nh giai on 1)
- TVC
- PR Articles
- KOLs sharing Activation ti im trng ln ca cc thnh ph ln nh
H Ch Minh, H Ni, Nng,...
 GIAI ON 3
Ampliy (4 tun)

Cuc thi nh:

am m cng My Vita

BRAIN Sau khi c cc KOLs livestream truyn cm hng giai

OF on 2, giai on ny cc fans s Th hin am m ca
BRAND mnh cng My Vita.
Cuc thi s din ra trong 4 tun vi gii thng s thuc v
top th sinh c lt tng tc cao nht theo tun.
Gii thng s l chuyn du lch tri nghim ma h.

TVC: Xuyn sut c chin dch (TVC nh giai on 1)

PR Articles
Truyn thng v thng tin cuc thi trn cc knh gii
tr quan tm nh Kenh14, Yeah1, YanTV,...
Tng kt cuc thi trn cc bo mng ni ting.
 Ngn sch
Giai on 1 Giai on 2 Giai on 3
Viral Clip 200 triu Clip phng vn + Cuc thi nh: am m
TVC 100 triu Livestream t KOLs. 700 cng My Vita 150 triu
Chui poster v bnh 50 triu TVC 50 triu
BRAIN
triu Activation ti im trng PR Articles 100 triu
OF
BRAND
PR Articles 50 triu thi. 400 triu Landing page: 50 triu
Landing page: 50 triu TVC 50 triu Ads: 200 triu
Ads: 300 triu PR Articles 100 triu
Poster: 150 triu Landing page: 50 triu
Ads: 100 triu

Tng cng: 900 triu Tng cng:1.4t Tng cng: 550 triu

Tng ngn sch: 2.85 t VND