1. FISHERMAN’S FRIEND CONFERENCE
By Hai Tran
DKSH Vietnam
Jarkata, Jul 2014

2. FISHERMAN FRIEND’S
SAILING TO THE PACIFIC OCEAN

3. Meaning Numbers
71,000
1.2 Mil USD

4. Increase Off-take Visibility Improvement Successful Models
Distribution Improvement
Visibility Improvement
Increase Off-take

5. Successful Factors – Off Take Improvement
Proper Key Visual using for all selling points
Single and strong message for all communication
50.7%

6. Successful Factors – Off Take Improvement
Sampling
Print Ad
TV Flash
Sponsorship
Consumer Promotion
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7. Cover: 3,000,000 target audience OTS: 9,000,000
Off Take Improvement – Print Ad
2 Campaigns
Cover: 3,000,000 target audience
OTS: 9,000,000 7

8. Off Take Improvement – Print Ad

9. Reach: 3,000,000 target audience Frequency: 5+
Off Take Improvement – TVF
2 Campaigns
Reach: 3,000,000 target audience
Frequency: 5+ 9

10. Off Take Improvement – TVF

11. Off Take Improvement – Building Trail
Why we should choose FF

12. Reach: 200,000+ Trial Purchase: 10,000
Off Take Improvement – Sampling
Reach: 200,000+
Trial Purchase: 10,000

13. Off Take Improvement – Sampling

14. Off Take Improvement – Sampling

15. Off Take Improvement – Sponsorship

16. Off Take Improvement – Sponsorship

17. Off Take Improvement – Event

18. Visibility Improvement – Display in both MT>18

19. Listed successfully in MT
Distribution Improvement –MT
Listed successfully in MT 19

20. Distribution Improvement – GT20

21. THANK YOU
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