ISC Marketing - Example of Communication Strategy

1. Ezerex & ProceedPlus
Communication Strategy Proposal

2. User Background
Primary
Male/Female
Who
Age: 27 – 45
Bull eye: 38
Class: A,B
Urban citizen, high income
When
At Night
Why
Where
At Home/Hotel
Better sex To have
experience healthy kids

3. Key Drivers –vs- Key Barriers
Drivers Barriers
Outstanding sex performer Ashamed to be weak
Release stress Limited channels to buy or obtain
information
To have a happier life
Product cost (expensive)
Get the best out of sex: healthy
kids & maintain strong marriage Limited knowledge about product
relationship functions
To enjoy what they Sharing from partner/husband
deserved to have
Afraid of sex’s discussion due to
To have a happy family Asia’s culture
Healthy kids

4. Men just will never admit that they suck!

5. Product Positioning
Ezerex© Proxeed Plus©
Manly Manly
Made in Long Made in
Made in Maintain
Italia lasting Italia
Italia family line
For a To fulfill
Bigger Stress your
stronger Quality
size sex life released Improve greatest
dream ingredients
Sperm
Quality ???
Quality ??? Healthy
Sustainable
ingredients kids
result
Carefree

6. How can we put 2 products into
ONE COMMUNICATION PLATFORM
Food for thought
Manly
Sustainable Achieve the
Stronger
result greatest
sex life
dream
Made in
Italia

7. ONE COMMUNICATION PLATFORM
to introduce both products at the same time
at WAR at BED
Strong to To fulfill man
PERFORM greatest
DREAM
The Roman Gladiator/Warrior

8. Satisfied sexual life is everyman’s dream

9. A Roman Gladiator/Warrior
Quality SEX Strong to PERFORM Quality Sperms
Conquer your Deliver the best
partner
at WAR & at BED sperm quality
For a stronger To fulfill your For a healthy kid
sex life
greatest dream
Reason to believe??? By his special tools/ Reason to believe???
characteristics

10. Traditional Strong to perform
Approach “As a Gladiator/Warrior”
Angle 2:
Angle 1:
To fulfill your
Stronger sex life greatest dream

11. Disruptive Communication Strategy
ATL Disruptive Medium to spread message away with cheap cost
STRONG TO PERFORM
AS A ROMAN GLADIATOR/WARRIOR
Disruptive Channels for creating the most easy way to
BTL access the Gladiator story

14. Communication Strategy
ATL
On Air:
PR
Print Ads
TV Sponsorship
+
Digital:
Viral/Online
24/7 Hotline consultant
Online Game

15. Communication Strategy
ATL
Digital Communication
Viral Clip
Viral clip to gain curiosity and create excitement
24/7 Hotline/Supports
Quick and reliable consultants
Feeding info to Male/Female forum
Soccer Forums/ Trading Forums/Betting Forums/Facebook
Banner ads
Place under most interesting topic

16. Communication Strategy
ATL
Print/PR TV Sponsor
Medium Channel Medium Channel
Advertorial Male/Female Program O2 TV
Magazines/ Sponsorship Sức sống mới
Newspaper
Live health VTV/HTV
Editorial workshop
Q&A sponsor
session
Strip banner on
most interesting
men websites

17. Communication Strategy
BTL
New Channel + Traditional Channel

18. Communication Strategy
BTL
POSM/ Brand activation at New Ambient Channel
Premium beer garden
Premium pub & lounge
Gym
Convenience store
Sex shop

19. Communication Strategy
BTL
POSM/Brand activation at Traditional Channel
Drug store
Hospital
Clinic

21. Thank You