FINAL REPORT

Project: Public sampling Product: Nivea For Men Acne Oil Control Area: HCMC & HN

Prepared by IDEA Direct Marketing Co. LTD, Jun - Aug 2009

Our Sampling Process

Step 1: Preparation (samples, store, production, staff)

Step 2: Contact to rent locations Training

Step 3: Sampling organization Checking

Step 4: Report

PREPARATION

Sample Processing

TIME OF DELIVERY
- HCMC: On time - Ha Noi: Some days late

QUANTITY
- Checking randomly: HN 5 cartons + HCMC 15 cartons - 10 samples were found to be lacked
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Mock-up Production

First

Improved

Then

Improved

At last
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Uniform Production

Made by BDF

CONTACT & TRAINING

Survey & Contact for sampling

Training

EXECUTION

Sampling Requirement
Requirement
- Right Target: Male 18-30 - Right quantity: 1 sample/target - Right message: Please get one sample of NFM for trial
University Coffee

Execution
Office Building Night learning center

- Right attitude: Refreshing, smiling, use 2 hands when sampling - Appearance: Good looking, tidy uniform
Supermarket IT Shop

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Objective Achievement
Branding Target respondents received samples for trial They read information They queried They tried -> Good -> Yes -> Yes -> Yes -> Sure

READ

QUERY
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REPORT

Result
City Channel Office building Night learning center University HCMC Coffee Supermarket IT Shop Total Office building Night learning center University HANOI Coffee Supermarket IT Shop Total Grand Total Plan 13,500 8,400 67,200 850 30,000 28,000 147,950 2,000 3,820 36,630 600 2,000 7,000 52,050 200,000 Result 17,970 12,898 40,907 2,023 38,609 19,365 131,772 2,950 3,520 26,052 430 6,005 10,700 49,657 181,429 Unbalanced 4,470 4,498 (26,293) 1,173 8,609 (8,635) (16,178) 950 (300) (10,578) (170) 4,005 3,700 (2,393) (18,571) - Only sampling at weekends, when more people go shopping than in other days - The team flexibly did sampling at some other IT shops near the main locations - Several classes closed for summer holiday - Several classes closed for their exam review Reasons raised unbalanced - At some buildings, IDEA can deal for a very good sampling site, such as Etown, Wasco - IDEA had a carefully survey to select only crowded schools - Several classes closed for summer holiday - Several classes closed for their exam review - Only 5 biggest premium coffee are selected - Only sampling at weekends, when more people go shopping than in other days - Some biggest IT shops refused sampling at their store with the reaon that Nivea did not be retailed at such shops (Phong Vu, Nguyen Kim, Hoang Long). We had to change to others.

Although trying best to complete all the samples, there are some in the store nowadays. This is caused by the huge samples can not be given at universities.

HCMCs Picture

HANOIs Picture

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