2. Content
1. Client background
2. SWOT Analysis
3. Target audience
4. Problem + Solution
5. Big idea
6. Objectives
7. Key message + IMC
8. Timeline + Budget
3. Client Background
● 1988 : Trinh Thanh Nhon founded Son
Hai Co.
● Later : Son Hai Da Lan
● 1993 - 1994: golden era of Da Lan
● 1995 : sold to Colgate.
● 2010 : T.T.Nhon recovered the brand
name.
4. Strengths
● Vietnamese iconic brand in the 90s.
● guarantee product safety
● herb long-lasting breath freshening
● 10 - 20% cheaper
Weaknesses
● no budget for:
➔ research team
➔ promoting communication
● difficulties in distribution system
● not strong in financial aspect
Opportunities
● Government’s campaign “Vietnamese
people use Vietnamese goods”.
● previous consumers happy with Da Lan’s
return
Threats
● Colgate and P/S: 90% of the market
● Vietnamese prefer foreign products
SWOT Analysis
5. Target Audience
● Demographic:
married women, 30 - 45, low -
middle income
● Geographic:
Ha Noi, Ho Chi Minh City
● Buying behaviors:
once per 2 months
● Benefit sought:
whiten + strengthen your teeth,
reasonable price
7. Big Idea
PATRIOTISM
Vietnamese love Viet Nam.
➔ confident, loyal to Vietnamese product.
Tone of mood:
● emotionally inspired, gentle, mature.
● Creative techniques:
○ find an emotion
○ music
8. Objectives
● Communication Objective:
○ Raise the target audience (TA)’s awareness of Da Lan’s
remarkable return by 30% after 3 months.
● Action Objectives:
○ Reach 5% of the TA using samples after watching the TVC.
○ Have 2500 people of the TA attending the relaunch event.
(Population of HCM city: 7.629.815 people)
9. Key Message + IMC Tools
We are proud to be Vietnamese using a Vietnamese
product.
● Slogan: Da Lan - Proud to be Vietnamese
● IMC tools:
o Advertising - Print ads + TVC
o PR (Publicity) - Relaunch event
o Sales promotion - Sampling events
14. Timeline and Budget
● TVC:
○ During the campaign
○ Prime time: 20h - 20h30 (pulsing pattern - first 3 weeks)
○ Budget: 750 million dong
● Launching event:
○ 2 September
○ Budget: 600 million dong
● Product sampling event + Point of purchase:
○ During October
○ Budget: 400 million dong
● Print ad:
○ During the campaign
○ 200 million dong
15. Reference list
● ICC 2013, ‘3 characteristics of Da Lan’, viewed 1 August 2014, <http://iccdalan.vn/vi/products/da-lan-3-chuc-nang.html >
● ICC 2013, ‘Da Lan toothpaste: Entering the international market’, viewed 1 August 2014, <http://iccdalan.vn/vi/news/kem-danh-rang-da-
lan-vuon-ra-thi-truong-quoc-te.html>
● News Board VnExpress 2013, ‘Map of Vietnam population’, viewed 15 August 2014,
<https://maps.google.com/maps/ms?msid=210628486161604615336.0004e9dc1104976e8acb4&msa=0&dg=feature>
● Nguyen, N & Hoang, V 2013, ‘The battle of Vietnamese brands - Part 2: Bitter Da Lan’, Thanhnien Online, 2 July, viewed 7 August 2014,
<http://www.thanhnien.com.vn/pages/20130701/cuoc-chien-thuong-hieu-viet-ky-2-nang-da-lan-dang-cay.aspx>
● Quynh Anh 2013, ‘Consumers Increasingly Prefer Local Products’, National Times, 9 December, viewed 18 August 2014,
<http://www.nationaltimes.vn/economic-news/consumers-increasingly-prefer-local-products-120724.html>
● SOCIALIST REPUBLIC OF VIET NAM - GOVERNMENT PORTAL 2014, The local law No.16/2012/QH13 of Congress: ADVERTISING LAW, President of
Congress, Viet Nam, <http://www.chinhphu.vn/portal/page/portal/chinhphu/hethongvanban?mode=detail&document_id=163008>
● Son Nhung 2011, ‘Da Lan: Back into live’, CafeBiz, 23 August, viewed 2 August 2014, http://cafebiz.vn/cau-chuyen-kinh-doanh/thuong-
hieu-da-lan-tu-coi-chet-tro-ve--20110822112718789ca47.chn.
● South-East Newspaper 2014, ‘Difficulties in Da Lan business’, DOANH NHÂN VÀNG - Tổng hợp tin doanh nhân, viewed 4 August 2014,
<http://www.doanhnhanvang.com/kinh-doanh/lan-dan-duong-kinh-doanh-cua-cha-de-da-lan-4120.html>
● Thai News Service Group 2010, ‘Vietnam: Distribution key to cosmetic market’, Asia News Monitor, Jan 5, viewed 31 July 2014, ProQuest
Central database,
<http://search.proquest.com.ezproxy.lib.rmit.edu.au/docview/1239988780/1EDCD9E53E824A0FPQ/1?accountid=13552>
● Tien Phong 2013, Father of Da Lan toothpaste in the past and now, tienphong.vn, 12 July, viewed 3 August 2014,
<http://www.tienphong.vn/Kinh-Te/cha-de-kem-danh-rang-da-lan-ngay-ay-bay-gio-636431.tpo>
● TVAds 2014, ‘ Advertinsing Costs’, viewed 8 August 2014 <http://tvad.com.vn/images/files/so2.2014.pdf>
● Vietnam Association of Consumer Goods Development 2012, ‘The journey of looking back Da Lan toothpaste brand’, VACOD, viewed 2
August 2014, <http://vacod.vn/hanh-trinh-tim-lai-thuong-hieu-cua-kem-danh-rang-da-lan-d-6646>
