[young marketers 2013] final lv
DESCRIPTION
Young Marketers 2013 - Final Round Gatorade launching plan. Đặng Thế Kỳ Lâm - Hoa Sen University Nguyễn Phương Vi - HCMUSSHTRANSCRIPT
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Dare to Change, Dare to Succeed
DÁM THAY ĐỔI, DÁM THÀNH CÔNG
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OUR TARGET CONSUMER
Vietnamese male (dominant) and female
Aged from 23 to 35
Income ABC, living in key urban cities
Active life, health and fitness conscious, associated with sports/exercising habits
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WHAT THEY THINK ABOUT USING SPORTS DRINK
Useless
UsefulDepends
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WHAT THEY THINK ABOUT USING SPORTS DRINK
what products are being used?
What products are being used?
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CUSTOMER’S EXPECTATIONS
Key categori
es
Delicious
High qualit
y
Affordable
Available for sales
Good design
Safe
Healthy
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WHAT NEED THAT UNMET YET ?
Key categori
es
Delicious
High quali
ty
Affordable
Available for sales
Good design
Safe
Healthy
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BUT AFRAID FOR ??
Unhealthy Useless
High price
Awful taste
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WHAT PRODUCTS OFFER
Energy & chemicals lost
Strength
Stronger
to
achieve
more
Motivation
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PROBLEM SOLVING
- Do not have high quality, delicious & affordable sports drink - Do not have the habit of using sports drink when exercise
Orientation & habit forming
Barrier:
Solution:
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DEEP ANALYZING
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DEEP ANALYZING
IndustryCompetitors
Competitors
Alternative
Competitors
Suppliers
Distributors
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INDIRECT COMPETITORS
Many but just INDIRECT competitors
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DIRECT COMPETITORS
Direct competitor but WEAK and haven’t officially arrived yet
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STRATEGIC POSITIONING
Stronger to achieve more
KHỎE hơn, CHIẾN hơn
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MARKETING MIX (4Ps) PRODUCT
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MARKETING MIX (4Ps)
High quality
Powerfully designed
First launching: G – series ( Before – During – After )
PRODUCT
Frist launchingLaunching in 16.12.2013
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MARKETING MIX (4Ps) PRICE
Purpose: Leading quality, Brand’s reputation, Long–lasting Skimming
Pricing
Retail price:Time Price
Frist 6 months (import to VN)
23.000 – 25.000 VNĐ69.000 VNĐ/package
Later(made in VN)
20.000 – 23.000 VNĐ
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MARKETING MIX (4Ps) PLACE
PepsiCo
Wholesaler
Retailer
Consumer
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MARKETING MIX (4Ps) PLACE
DISTRIBUTOR
Main Partner
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MARKETING MIX (4Ps) PROMOTION
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MARKETING CAMPAIGN
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Time: First 6 months in
Vietnam
Place: HCMC + Ha Noi
Budget: 20,000,000,000
VND
Key product: G-Series
Focus on: Indoor Sport
DÁM THAY ĐỔI, DÁM THÀNH CÔNG
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OBJECTIVES
Awareness reach: 60%
Believe and use: 70%
Average Sales: 200,000 units/month
after launching
Others: Educating, forming the habit of
consuming sports drink when
exercising
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TIMELINE
Before: 1/10/201
3 – 31/10/20
13
During: 1/11/201
3 – 31/01/20
14
After: 01/02/20
14
DÁM THAY ĐỔI, DÁM THÀNH CÔNG
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DÁM THAY ĐỔI, DÁM THÀNH CÔNG Before: 1/10/2013 – 31/10/2013
Time 14 – 20/10/2013
21 – 27/10/2013
28 – 31/10/2013
Strategy
Editorial Advertorial Teaser
Activity Deliver key word: sports drink
Brand awareness
Attract interest
Objective
>10 pieces of writing20% awareness
>10 pieces of writing25% awareness
Ads teaser in >5 newspaper30% awareness
Tool PR PR PR, Advertising
Budget 100,000,000VND
200,000,000 VND
500,000,000 VND
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DÁM THAY ĐỔI, DÁM THÀNH CÔNGDuring: 1/11/2013 – 17/11/2013
Lauching 21-Day Challenge 6-Week Challenge
Time 1/11 – 3/11 11/11 – 17/11 18/11 – 8/12 9/12 – 15/12 16/12 – 20/1 26/01/2014
StrategyIMPRESSIVE LAUCHING
HABIT FORMING HABIT MAINTAINING
Activity - Rock climbing with During
bottle
Representative: Johnny Tri
Nguyen
- Free checking
health status
- Les Mills event
- 500 – 700 participants
for a shift
- Reward:+ Medal
+ Top : Medal + exercise machine
- Receive exercise on
website
- Buy 3 bottles to get code for
1 week
- First biggest health workshop
Objective
- >10,000 participants
- Awareness: 35%
- >9,000 participants- Awareness:
40%
- >9,000 participants- Awareness:
50%
- >6,000 participants
- Awareness: 55%
>10,000 code sign-up/week
>100,000 units/6 weeks
60% awareness
10,000participants65% awareness
Tool Event, PR Event, PREvent, PR,
Online Marketing
Event, PREvent, PR,
Online Marketing
Event, PR
Budget2,500,000,000
VND1,400,000,000
VND500,000,000
VND1,300,000,000
VND1,000,000,000
VND1,000,000,000
VND
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LATER CAMPAIGN: BECOME PARTNER WITH GYM CENTERS
Level 1: California Fitness & Yoga
Level 2:Other high quality gyms centers + sport centers
Level 3: Local gyms
Time From 10/02/2014 From 01/03/2014 From 01/04/2014
Strategy Become PARTNER Distribution & PR Distribution & PR
Activity
- Free G-Series for members - Goods deposit - Goods deposit
- Tutor for trainers (Health, sports drink…)
-Brand PR (image, poster…) - Aid project (exercise machine, decoration…)
- In exchange for brand PR, venue for events…
- In exchange for brand PR (image, poster…)
Objective Build and maintain the habit of using sports drink + Brand covering
Budget 1,000,000,000 VND 3,000,000,000 VND 2,000,000,000 VND
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MARKETING CAMPAIGN
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Frist month after
launching2nd
month3rd
month4th
month5th
month
HN 20,000 30,000 50,000 70,000 80,000
TPHCM 40,000 60,000 100,000 140,000 160,000
Total 60,000 90,000150,00
0210,00
0240,00
0
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TOTAL COST
TIME COST
Before Plan 800.000.000 VNĐ
During Plan 7.700.000.000 VNĐ
Later Plan 6.000.000.000 VNĐ
Reserve 10% 1.500.000.000 VNĐ
Total 16.000.000.000 VNĐ
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SUMMARY
- Backup plans
- Marketing
objective
- Number of
participants
Sales
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