GRAP2413: UNDERSTANDING ADVERTISING MEDIA

Part B: Media plan

Naked Juice campaign

Name: Vo Thi Diem Trang

ID: s3480032

Date: January 5, 2015

Lecturer’s name: Ms. Supanida

RMIT electronic submission of work for assessment

I declare that in submitting all work for this assessment I have read, understood and agree to the

content and expectations of the Assessment declaration.

1. Introduction

Has been established on 1983, Naked Juice is an American brand that produces juices

and smoothies. Naked Juice has become the sales leader dedicated to maintain

consumers’ healthy eating habits (Naked Juice 2014). This year, Naked Juice is going to

penetrate in Vietnam market. The purpose of this plan is to develop a twelve-month

media campaign for Naked Juice in Hanoi and Ho Chi Minh City. This paper will outline

the objectives, provide a strategic IMC campaign with creative execution and propose

the media with budget strategy.

2. Objectives

The campaign will be conducted from 16th February 2015 to 3rd February 2016.

a. Communication objectives

- To raise awareness of 70% of the target audience that Naked Juice only uses natural

ingredients at the end of the campaign.

- To raise awareness 80% that eternal beauty is natural beauty after the campaign.

- To change the attitude that make up is not the best way to improve your

appearance to 60% of the target audience at the end of the campaign.

b. Action objectives

- To attract 2000 people like and follow Facebook fan page at the end of August.

- To attract 500 people to participate in the event in October

- To attract 200 contestants join in the contest in August

- To target 1000 people use mobile app in November.

3. Strategic planning for IMC campaign

a. Profile the identified target market

We aim to target women from 18-25 years old living in HCMC and Hanoi. They are students and

officers in middle or upper class, who are busy and care about their appearance. Our focus is on

people who desire for the nutritious beverage that not only satisfy their thirst but also provide

necessary vitamins and minerals for their beauty. According to Vinaresearch (2013), most of

consumers in the target market usually drink juice about once a day or 2-3 times a week, in

average. They only buy 1 to 2 bottles once depending on their demands. Based on the

consumer trends (Nielsen 2012), they are more likely to purchase at the supermarket (increase

11% from 2011) such as Co.op Mart, BigC, Lottemart. There is also an increase in purchasing at

convenience stores such as Circle K, Family Mart.

b. Use relevant media

We aim to use various media to reach our target audience in this 12-month campaign.

First, the young adult nowadays is more connected with the Internet than other media

channels. Vietnamese consumers spend more than 2 hours using Internet every day (The

Statistics Portal 2013), much higher than before. According to Cimigo (2010), 86% of people

from the age 15-24 surf Internet at least once a week. 76% of them use the Internet via mobile

phone whenever they have wi-fi connection or 3G. Therefore, most of tactics in the campaign

will engage consumers by using the Internet. Furthermore, 87% of customers say that they will

find information about products in Google before purchasing and 56.8% searching at the official

website (Cimigo 2011). As a result, there will be not only a promotion in website but also paid

search and contextual ad when people access to some related pages such as Yan news or

Guu.vn. These are pages for young women updating some secrets of being beauty regularly. In

addition, mobile application is an effective tool to engage consumers as people aged 16-24

account for the fastest growing segment of smartphone users, with almost double the level of

growth in 2014, according to Vietnam briefing (2014).

Second, in this globalization era, social media is a vital media in any campaign that targets to

the youth. According to Kemp (2014), Vietnamese spends 2.4 hours per day using social media

on average. Specifically, Facebook accounts for 66.3% network shares for Vietnam social and

Youtube makes up for 73.4% (Cimigo 2011). Consequently, we also focus on conducting

campaign on social media such as updating information regularly, running contest or spreading

viral clips.

Third, in order to reach widely target audience and dramatize the products, we also

concentrate on advertising such as TVC, TVC in cinema, electronic ad in the mall as well as POP.

97% of Vietnamese households have TV at home (Gallup 2013) and they spend about 2.5 hours

watching TV every day, so TVC could reach the mass audience. Moreover, research shows that

about 70% of people from 16-24 years old go to the cinema at least once a month, especially

20% of them visit at least once a week. Young people often go to the cinema or malls with

friends or relatives (Vinaresearch 2012 ). Therefore, when they see the advertisements, they

tend to discuss about the product together, which create the conversations and impression.

We also use magazine as our advertising tool. 30% of people from 20-29 years old read

magazines at least once a week (TNS 2011) and the average time spend on magazines is about

48 minutes. Although newspaper has similar time spending (46 minutes), we aim to use

magazines because magazines have higher level of reproduction quality, especially for

advertising products. Furthermore, as magazine will reach larger and specific audience, we

could approach the right consumers in an economical way (Shimp 2010).

Finally, sales promotion is used as Vietnamese consumers love promotional programs such as

discounts, vouchers or consuming same but larger packs (Nielsen 2012). This tactic will

definitely provide special incentives to bring about immediate response from customers (Keith

2011) Furthermore, as pointing out before, women nowadays are more likely to purchase in

supermarkets more than wet markets. Therefore, POP at supermarkets could reach the target

audience. Paralleling with the increase of malls, the number of visitors at mall is significantly

rising. POP at big malls such as Nowzone, Crescent mall and Vincom will attract thousands of

attention every week.

c. Achieve communication synergy

With the slogan ‘Live a naked life’, our key message is: with 100% natural ingredients, Naked

juice could replace the cosmetics you need. We come up with the idea that it’s good for women

to be confident with their beauty; however, using cosmetics is not an excellent solution in long

term. The campaign is geared at raising awareness about being beautiful is not only based on

cosmetics and make-ups. Women need to have an eternal beauty, which is natural beauty and

comes from the healthy inside.

In order to achieve communication synergy, all IMC tools stick with the idea that being

beautiful is not about using cosmetics. The key visual in all advertising tools will demonstrate

that Naked juice could replace the cosmetics you often use. The visual will also be used in the

contextual advertisement and the decoration at the POP booth. For more details, there is an

interactive screen for women to play ninja fruit game. They will win when they collect as much

as natural ingredients that could use for maintaining beauty. If they choose cosmetics, they will

lose the game.

We also create the mobile application that allows users to capture their face as well as answer a

quiz about how much cosmetics they are using. Then the app calculates and predicts users’

appearance in the next 30 years, including the consultation to maintain your beauty.

Conducting the key message, we also create the event to emphasize that women are

encouraged to boost self-esteem when playing sports. They would not be afraid that sweat

would sweep away the cosmetics because Naked juice will help them to supplement vitamins

they need to recover (see part 4).

Furthermore, as we stimulate consumers to use natural ingredients, we conduct the contest

‘Where the beauty comes from’ to challenge people to create and submit a creative way of

using natural ingredients to improve their appearance. This contest will position Naked Juice as

a credible source to empower and enhance the beauty. We also update our websites and

Facebook page with some experts’ tips about using fruits and vegetables to be beautiful.

According to Chitty, Baker & Shimp (2008), in order to achieve a strong and unified brand

image, the coordination of media is essential. Then, we aim to connect our media vehicles

together to convey our key message in an effective way. For example, when customers buy a

Naked Juice bottle, they will get a code in a lid, which directs them to a bingo in our official

website. When they collect all the codes that finish a bingo, they could get two coupons to the

spa. Moreover, the prize for the winner at the POP is a catalogue. It contains tips of using

natural ingredients to maintain the beauty such as using potato to get rid of dark circles around

the eyes, or drinking tomato juice for the healthy skin. The catalogue also provides a link to the

website and FB page, where we post news and expert opinions about this issue. Another

example is the FB page and official website will be regularly updated with photos and news

from the events, clips from the contestants or predicted pictures from the mobile application.

The POP is also put at the event to promote the products.

d. Build customer relationships

To develop the positive and lasting impressions in the brand image, we will offer special

packaging on some special days such as Women day, Christmas and Tet. In addition, we believe

that with our contest, events and mobile app, we are engaging the consumers in the campaign.

Not be passive anymore, the consumers could be a part of our campaign. Understanding that

relationships have a short shelf life and customers are waiting for brands to connect with their

needs (Entrepreneur 2005), we are likely to create the place that they could discuss, comments

and freely contact with us. Also, two-way communication on FB when consumers could

comment, share and give their experiences on the experts’ opinions or contestants’

submissions.

e. Influence the target market’s behaviors

The final goal of IMC is to influence the behaviors of the target audience and encourage some

forms of behavioral response. First, we aim to have a bingo game not only to attract customers

to our websites but also to encourage them to share the lids with friends or relatives to win the

bingo faster. The prize for this mini-game is a couple of coupon to the spa, so this is the

incentive for them to buy and share products with friends. Second, for the sales promotion

program, we also have the bonus gifts. They will get the five small cups attached when buying

the big size bottle (64 Oz). This encourages consumers to share their favorite products with

their friends as well. According to Nielsen (2012), 92% of consumers trust recommendations

from people they know. Therefore, these tactics also help us to raise the brand awareness

faster and cheaper. Finally, the POP will also give them product trial. They could test and buy it

immediately.

4. Creative execution

We aim to use demonstration, metaphor, exaggeration and problem solving techniques to

develop our creative execution. The theme of execution sticks with the idea that Naked juice

could replace the cosmetics you often use. The print ad shows Naked Juice bottle combined

with cosmetics such as lipstick or powder pact. It is a metaphor that Naked Juice provides

enough necessary proteins, vitamins and minerals for your skin, your lips.

Furthermore, the TVC will tell a story about a girl being late for the office. She decides to rush

to the company. When she arrives, all cosmetics are destroyed by sweat and she has to spend

30 minutes to make up again. Therefore, the boss shouts at her and shows her the

appearance’s prediction of using lots of cosmetics in the next 30 years. Finally, the boss give her

a bottle of Naked Juice to supplement vitamins, minerals and some added boosts to get them

through a busy day or workout.

In addition, the event is conducted on the occasion of Vietnamese Women Day (October 20th)

at Le Van Tam Park (Ho Chi Minh City) and Hoan Kiem Lake (Hanoi) with the topic ‘We love

enthusiastic women’. Normally in this day, men will give some gifts to express love with the

women in their heart. However, in the globalization era, men are likely to love enthusiastic

people. Therefore, Naked Juice is encouraging women to show their confidence and strengths

without any fears of being ugly. There will be numerous activities and challenges at the event

for women to express themselves and Naked Juice is there to supplement what they need to

bring back the beauty.

Finally, the special packaging is only to create the impressions from consumers. For example,

we change the lid to the shape of a rose, a symbol for women. They will be sold in special days

such as Christmas, Women’s day with some wishes for the women only.

5. Media strategy

6. Budget

We aim to spend much on advertising as this media has the highest cost. For example, a

30-seconds spot on HTV7 and VTV3 at the evening may cost up to 45 million VND (TVAd

2014) and a full page color advertising on Elle magazine will cost about 70 million VND

(Elle n.d.,). Next, we would like to concentrate on Internet and social media because

they reach massive target audience and could create two-way communication that

effectively builds relationships with consumers. Although these tools are not expensive

as advertising, we spend 23% of our budget to develop our official website, contextual

ad as well as paid search. The next 15% is spent for sales promotion because of its

effectiveness of achieving a quick boost to sales but this is a high cost tactic (Keith

2011). Event also counts for 15% as it could be a buzz in consumers’ mind about the

brand image. Although the event is also happened in one week, it requires lots expenses

for rental cost, program cost and advertising cost. POP and mobile app both take up 7%.

Contest only makes up for 3% as it will be conducted mostly online. We only need to

spend for the prize of the contest.

(2343 words)

Internet 13%

Social media 10%

Mobile app 7%

Advertising 30%

POP 7%

Sales promotion 15%

Event 15%

Contest 3%

Budget allocation

References

Chilter, Baker & Shimp 2008, Integrated Marketing Communication,2nd edn, Melbourne.

Cimigo 2010, Cimigo on Vietnam, Cimigo, Vietnam.

Cimigo 2011, Vietnam NetCitizens Report: Internet Usage and Development in Vietnam,

Cimigo, Vietnam.

Elle n.d., Advertising cost, Elle.vn, viewed January 2 2015,

<http://www.elle.vn/mediakit/magazine.html>.

Entrepreneur 2005, 5 Key Ways to Build Customer Relationships, Entrepreneur.com,

viewed January 2 2015, <http://www.entrepreneur.com/article/77686>.

Gallup 2013, Media Use in Vietnam 2013, Broadcasting board of Governors, Vietnam,

<http://www.vietnam-briefing.com/news/increasing-mobile-vietnam-open-market-

areas.html/>.

Keith, JT 2011, Integrated Marketing Communications: Strategic planning perspectives, 3rd

edn, Pearson Canada, Toronto.

Kemp, S 2014, Social, Digital & Mobile in APAC in 2014, We are social, viewed January 2

2015, <http://wearesocial.net/tag/vietnam/ >.

Naked Juice 2014, homepage, Naked Juice, USA, viewed November 1 2014,

<http://www.nakedjuice.com/>.

Nielsen 2012, Grocery report Vietnam 2012, The Nielsen company, Vietnam.

Shimp, TA 2010, Advertising, promotion, and other aspects of Integrated Marketing

Communications, 8th edn, South-Western Cengage Learning, Canada.

The Statistics Portal 2013, Average daily time spent with media in urban Vietnam in 2008,

2010 and 2012 (in minutes), Statista.com, viewed January 2 2015,

<http://www.statista.com/statistics/260822/time-spent-with-media-in-vietnam/>

TNS 2011, The Good, The Bad, the Ugly- Vietnam 2011 Overview, TNS, Vietnam.

TVad 2014, Advertising cost, TVad, viewed January 2 2015, <http://tvad.com.vn/khach-

hang-cong-ty/bang-gia/ >

Vietnam Briefing 2014, Increasing Mobile Internet Use in Vietnam to Open Up New Market

Areas, Vietnam Briefing, viewed January 2 2015,

Vinaresearch 2012, Survey about going to cinema habit in HCMC, W&S Online Market

Research Ltd, HCMC, Vietnam

Vinaresearch 2013, Habit of drinking fruit juice and milky fruit juice, W&S Company Ltd,

HCMC, Vietnam.