1.

Lê Thị Hằng
2 Nguyễn Quang Huy
3 Bùi Đức Chương
4 Ngô Sĩ Đô
5 Nguyễn Hải Ngân
6 Nguyễn Thị Huyền
7 Phạm Ngọc Bảo Quỳnh

DIANA SENSI COOL FRESH

AN ANALYSIS OF PAST MARKETING CAMPAIGNS
AND SUGGESTIONS FOR THE 2020 CAMPAIGN

GROUP 8
Principles of Marketing
 Table Of Content

DIANA UNICHARM PREVIOUS CAMPAIGNS

1 2
OVERVIEW - NGÂN CHƯƠNG

CUSTOMER INSIGHTS CAMPAIGN 2020

3 4
QUỲNH HUY
 OVERVIEW OF DIANA UNICHARM

DIANA UNICHARM

Baby care products (Bobby Napkin)

Urinary care product for the elders (Caryn)

Feminine care products (Diana sanitary

01
pads)
company in the field of manufacturing
personal hygiene products in Vietnam
 Diana Sensi Cool Fresh

Handle annoying heat and brings refreshing

feeling

Control smell better

Confident movement throughout the day.

Sensi Cool Fresh rapidly went viral on Social Media

and became one of the most successful products of
Diana
 02
MARKETING
CAMPAIGNS 2017
REVIEW AND
ASSESSMENT 2018

2019
03 COMMUNICATION
OBJECTIVES
1. Brand Awareness: 5,000,000
ppl
2. Users and Reach: 60,000 ppl
3. Brand Loyalty: 20,000 ppl
4. A Solution to Female Issues:
illustrate the ease of using
Sensi Cool Fresh through TVC
and events.

2017 2018 2019

BIG IDEA

“Làm Điều Mình Yêu,

Theo Cách Mình Yêu”

KEY
MESSAGE
MAIN OFFLINE ACTIVITIES

-5°C SAI GON

December
Shopping malls of HCMC
‘16 –
January ‘17

20
 May ‘17

-5°C SUMMER
Aeon Mall of Hanoi City
Writing contest
 DECEMBE
R
‘17

-5°C ICE BUS

Across Vietnam
At each pit stop, ice spaces
were set up for photo ops with
popular Vietnamese singers.
 24
DECEMBE
R
‘17

-5°C ICE FEST

Can Tho City
Son Tung MTP, Soobin Hoang
Son, Chi Pu, Will 365.
 SOCIAL MEDIA ACTIVITIES
201 201 201
7 8 9

+ Parody video clips

 CAMPAIGN PERFORMANCE
201 201 201
7 8 9
• Top 6 most talked-about • 65,000 samplings
campaigns as of June ’17 • Ice events – 7,000 tickets • Parody short films –
• Ice events – 10,000 ppl • Ice Fest – 9,500 redeemed 3,000,000 views
• Ice Bus – 20,000 ppl tickets • TVC – 10,000,000 views
• Ice Fest – 10,000 ppl • 43,000 ppl engaged
 CAMPAIGN
ASSESSMENT:
ADVANTAGES
1. Effective location
Big cities with a huge number of target
audiences
2. Efficient Coverage
Mobility of Ice Bus cutting logistics costs
3. Engaging Activities:
Check-in spaces
Diana Sensi Cool Fresh 4. Relevant KOLs
Fans matching target audience
 CAMPAIGN
ASSESSMENT:
ADVANTAGES
5. Great Buzz
Generating discussion on Facebook
6. Samplings
Widespread hands-out at high schools,
universities, malls
7. Sale Boost
3 packs of Cool Fresh in exchange for
Diana Sensi Cool Fresh one ticket
8. Consistent key message and big idea
Core valued reinforced
 CAMPAIGN
ASSESSMENT:
DISADVANTAGES

1. Heavy dependence on KOLs

Diana mage forever tied to KOL images
2. Ads too KOL-focused
Little focus on product
3. Repetitive marketing activities
Only three main events: Ice Bus, Ice
Diana Sensi Cool Fresh Zone, Ice Fest
3. Customer
Insight
01 Offline and Online survey
participants
Gender Female

Age 19 (26.2%), 20 (42.1%) and 21

(31.4% )(UNI STUDENTS)

Geographic Urban - Hanoi

Income 1 - 3M VND (62.3%), 3 - 5M VND

(26.5%) to 5 - 7M VND (7.1%)
01 Offline and Online survey
participants
Personality
Diverse: Young, active, bold, and modern to shy,
traditional to safety,etc.

The result of the group interview shows that

personality does not have significant effect ( not a
key element ) on students process of decision-
making when trying the product.

We try to make our results representative the

majority as much as possible.
Current consumer’s
behavior
Sites of purchase
Production Distribution
63.4% is grocery stores
76.4% are supermarkets,
because of their
47.6% are convenience stores
convenience and closed
because of their: reputation,
locations
clear origin of products, variety
of options, long-term
relationship with customers,
Worried about product
transparent of prices, and good

02
quality more than the
sale promotions & deals.
convenience and easy-to-
buy factors,
Current consumer’s
behavior
Current Product - 7 most common reasons to buy
4/7: functional factor 3/7: Brand + Availability

(table)

02
 Buying decision Pros Cons Stop buying reason

Absorbency
1 Absorbency (31%) Absorbency (25%) Smell (29%)
(78%)

Thin
2 Brand (30%) Promotion (25%) Thick, firm (15%)
(70%)

Availability
3 Brand (69%) Advertisement (22%) Absorbency (11%)
(27%)

4 Referral (25%) Availability (67%) Smell (18%) Allergies (10%)

5 Thin (25%) Price (67%) Price (16%)

6 Smell (24%) Referral (10%)

7 Soft (24%)
Current consumer’s
behavior
Current Product - 7 most common reasons to buy
4/7: functional factor 3/7: Brand + Availability

Conclusion: Girls want to look perfect in the eyes of others

and be comfortable in every activity in their menstrual
days. Besides, they also appreciate the convenience and
brand reputation, which directly related to product quality
proven above.
02
 Perspective towards
Cool function of sanitary napkin

Feelings when using sanitary napkin in summer

• 60% - hot, damp and constant state of
unpleasantness.
>> opportunity for cooling sanitary napkin to relieve

03 these issues?
 Perspective towards
Cool function of sanitary napkin
Will people use a new sanitary napkin products
with cooling feature?
• 52.1%: will try
• 45,6%: still concerned about absorbency, spill proof

03 and deodorise ability, and the product compatibility

with sensitive skin areas
04 Expectation for future
product
Spill proof 80% - middle part of the product

Smell Deodorisation + relaxing smell

Adhesion Fix in position

personal styles and personalities barely is a

deciding indication of their decision to try

and purchase the product later.

 Sensi Cool Fresh has had many unique marketing
campaigns, attracting a considerable amount of interest
from young people. Besides, the brand
with its familiarity and Japan origin has gained trust from
survey participants.
However, the key message of the campaigns mostly focus on
the cooling element when for girls
the essential factors are absorbency, softness and lightness.
In the future, the campaigns
should talk about factor cool in accordance with absorbency
one.
Online survey form
( via google form)
 04
MARKETING
CAMPAIGN
2020
2020
Summary

Continue the success of the past offline events: IceZone,

IceTruck, IceFest which garnered great engagement.

Launch content on various insurgent social media:

Instagram, TikTok

KOLs
01 Big Idea

Ngày ấy mùa hạ
mát lạnh cực đã
ngại gì xông pha
làm điều mình thích
02 Suggested Platforms
 TOP TRENDING 2.1 Facebook

We will release a marketing content named “Mát lạnh cực đã,

ngại gì xông pha”. 657K
All Facebook content will be related to this topic Production

Details

We will hire Eris Tran who is a famous fashion illustrator to 462K

draw marketing pictures. Distribution

We will make two main types:

 Short stories
74K
 Content pictures Import
2.
657K
Production

462K
Distribution

74K
Import
 Influencers 2.2 Instagram

Details
KOLs or hot Instagram users having massive followers will have
specific influences on people, especially females
Hiring hot instagramers: 657K
 Thao Nhi Le Production
It also a good way to change customer’s behavior in choosing
 Trang Lou
sanitary napkins. For example, instead of being confusing to
 Chi Pu
choose, customers can choose by the Instagram influencers’ 462K
 Trang Hí Distribution
recommendations.
 Khánh Linh The Face
 Ky Duyen
74K
Import
 Viral Clips 2.3 Youtube

Details
Instead of sponsoring, we will make viral clips. We will hire
The youtube videos will have the topic “Đèn đỏ sao phải dừng
humorous people to make several videos and short movies 657K
lại?”. The big idea of our campaign will be mentioned in all the
videos. Production
about our product. We believe that a humorous thing will
make people remember longer about our product. Suggested artists:

BB Tran 462K
Distribution
Hai Trieu
Quang Tung
Duy Khanh
74K
Import
.3
657K
Production

462K
Distribution

74K
Import
 Trending filter 2.4 TikTok

Details
Tiktok has been regarded as a social media having the
Sensi cool challenge:
largest number of users. Indeed, many trends on social 657K
Production
Customers will make videos transforming from being hot to
media come from Tiktok
being cool with the support of the filter.

We will launch a competitions with transforming filter on 462K

Tiktok Distribution

74K
Import
 THANK YOU FOR LISTENING

QUESTION TIME
Group 8 Presentation