Kế hoạch xây dựng thương hiệu Kotex 2003

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Kế hoạch xây dựng thương hiệu Kotex từ năm 2003 thông qua chương trình public sampling.

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Nội dung Text: Kế hoạch xây dựng thương hiệu Kotex 2003

Shaping OUR FUTURE together ACTI PLAN ON on Kot Sofi Publ Sampl ex tna i c ing Conduct f mbery ar ed orKi l Cl k Januar 2003 y
CONTENTS Pr ectDescrpton oj ii 3 Pr ectOr zaton oj gani i 5 Pr aton epar i 7 Repor t 9 Appendi xes 10 1. Fi dwor Pr el k ocess 11 2. Recor ng m di For 12 KC oval Appr 13 2
PROJECT DESCRI ON PTI 1. Techni i er que:F2F nt ceptsampl vi sampl i one t onl t getr i gi ng ng, es n way o y ar espondentgoi i orout ng n l i ocaton. 2. Product ex tna. :Kot Sofi 3. Tar espondent getr s:  Femal whie l e t col aged 40. ar 22  Studentgil aged 25 rs 19  Ot i women heractve aged 40 18 4. Num berofsam pl gi t each espondent es ven o r : One sampl pert get e ar . 3
PROJECT DESCRI ON PTI 1. Ki ofpublc ocaton,Ar and pl Si nd i l i ea Sam e ze: a) Ki ofpubl l i nd i ocaton: c  Ofi fces Uni sii l ver tes/Coleges/Ni ear ng ghtl ni cent s er Ent t nmentl i erai ocatons W omen ubs,culur cl t alhouses,wat er A R EA SA M PLE ZE SI par ks,women hetc spor aest i and t cent s,beaut sal scot er y on,di heque… HA NOI 50,000  Shoppi Cent s ng er DANANG 11,000 Hyper ket ade er mar s/Tr Cent s. Super ket mar s. CANTHO 9,000 ( e:Hyper ket ade er Not mar s/Tr Cent s ar i t i iy ng e n op prort ofdoi sampl . i ng) HCMC 90,000 a) eas sampl si Ar & e ze: TO TA L 160, 000 4
PROJECT ORGANI ON ZATI 1. Sam pl Si f e ze oreach nd ocaton: ki ofl i AREA HA NOI DANANG CANTHO HCMC TOTAL SAMPLE SIZE 50,000 11,000 9,000 90,000 160,000 Offices 6,000 1000 700 17,000 14,000 Universities/ Colleges/ Night learning 29,000 5,800 25,000 65,800 centers 6,000 Entertainment Locations 5,000 3,000 2,500 3,000 33,500 Shopping Centers 8,000 1,000 - 25,000 34,000 Sampling Location 500 110 90 900 1,600 Not n e:I each ea,t sampl si ofeach nd ar he e ze ki above be ed oget . may shar t her 1. Qualt Contol iy r : No backcheck Publ Sampl on i c ing The oj iy lbe r l atsampl poi s. pr ectqual wi contol t l ed i ng nt 1. Ti i Mar 2003 12 ch m ng:01 ch – Mar 2003 5
PROJECT ORGANI ON ZATI 4. Locaton equency: i Fr a) Ofi ofi /01 fces:One f sampl sessi ce ing on. b) School schoolorcent 03 s:One er/01 sampl sessi i ng on.Sampl sessi f asses n he ni ing ons orcl i t mor ng, and/ n he t noon,and/ t eveni ori t afer ori he n ng. c) Atent t nmentl i l i t sampl days on. erai ocatons:One ocaton wo i ng orsessi Sampl atweekend s ef abl i ng i pr er e. a) Atshoppi cent s:One ocaton sampl days. ng er l i /02 ing W or ng i r 10: t 20: ki tme:fom 00 o 00. 5. af Unior St f& f m H ANO I DANANG C A N TH O H CM C TO TA L STA FF Promoter 36 18 18 40 12 1 Supervisor 6 3 3 7 19 Storekeeper 1 1 1 1 4 Manager 1 1 1 1 4 UNIFORM T-shirt 76 38 38 84 26 3 Cap 48 25 25 52 10 5 Bag 42 21 21 46 10 3 6
PREPARATI ON I C .K. SUPPLY REQUI REMENT: 1.Sampl i ed 26 2003 ol ng esses: es,delver on Feb atf l owi addr A R EA A DD R ESS C O N TA CTER PH O N E Tot alof s pl am e HaNoi P103 nha B22, TT Kim Lien, Dong Da, Mr. Maïnh Tuaán 09032388 50,000 HaNoi 52 DaNang 95 Quang Trung, Ñaø Naüng Mr. Troïng Cö 09183239 11.000 77 CanTho 99 Nguyen Van Cu, An Hoa, Can Tho Mr. Coâng Minh 09180658 9,000 89 HCMC 2.Equi 177/35 Nguyen Van18 Binh Thanh, Mr. Löông Ñoaøn Dau,Bi Thanh,HCMC: pment i ed Dau, 2003 177/ Nguyen HCMC ver on Feb ,del at 35 Van 09 nh 90,000 T-shirt 236 Cap 150 Bag 130 Use old bag, in MSV stock 3.Ot s,del ed he at Feb her i ver att l estof26 2003 at126D Phan Dang 3 Nhuan,HCMC: Luu,W Phu  oducti or i f r ni Pr nf maton ortai ng.  Document pr t qualy orgi oft sampl tfcat ofOrgi tfcat ofQualy,l s ove he i and i n he t es:Cerii e i n,Cerii e i egal t tanspor r tdocument f s oreach ea ie.Commer alI ce nt nalGoods ssued es i at by ar (. ci nvoi orI er I not stpul ed The ni r ofFi Mi sty nance,et ) c. 7
PREPARATI ON I.MSV: I 1.Recr tng uii 2.Tr ni ai ng 3.Pr ectannouncementt Tr Ser ces oj o ade vi 4.Facites li necessar f i dwor or zat i y orfel k gani i on 5.Unior tansporaton o ea f m r t i t ar 6.Mappi syst f i dwor ng em orfel k 7.Recor ng or di f ms 8.Fi dwor or zat el k gani ion 8
REPORT I LY .DAI REPORT: 1.Ti 00 m. me:4: p. 2.Cont : ent  stofconduct l i ( Li ed ocatons updat . ed)  ocess Pr ofeach ea. ar  pr ems i Any obl arsen.  i or i fom Any nf maton r consumer col ed i fel k. s l ect durng i dwor I.FI I NAL REPORT: 1.Ti afert l ea me:07 t he astar compl i eton. 2.Cont : ent  el k Fi dwor Resul. t  stofconduct l i Li ed ocatons.  i or i fom Any nf maton r consumer col ed i fel k. s l ect durng i dwor  nvent y I or Repor. t 9
APPENDI XES 10
FI ELDW ORK PROCESS 11
RECORDI FORM NG K O TEX FTI A N TI N ER BLI M PLI G O JEC T SO N PA LI PU C SA N PR LO CATI N: O PRO M O TER: G RO U P: RO U P G LEAD ER: SU PERVI R: SO No TIMING LOCATION ADDRESS SAMPLE SIZE 12
APPROVAL The i Pl i appr Actve an s oved K. by C. Phan Ngoc Thuy 13