[Young marketers 2013] final lv

Dare to Change, Dare to Succeed

DÁM THAY ĐỔI, DÁM THÀNH CÔNG

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

WHAT THEY THINK ABOUT USING SPORTS DRINK

Useless

UsefulDepends

WHAT THEY THINK ABOUT USING SPORTS DRINK

what products are being used?

What products are being used?

CUSTOMER’S EXPECTATIONS

Key categori

es

Delicious

High qualit

y

Affordable

Available for sales

Good design

Safe

Healthy

WHAT NEED THAT UNMET YET ?

Key categori

es

Delicious

High quali

ty

Affordable

Available for sales

Good design

Safe

Healthy

BUT AFRAID FOR ??

Unhealthy Useless

High price

Awful taste

WHAT PRODUCTS OFFER

Energy & chemicals lost

Strength

Stronger

to

achieve

more

Motivation

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:

DEEP ANALYZING

DEEP ANALYZING

IndustryCompetitors

Competitors

Alternative

Competitors

Suppliers

Distributors

INDIRECT COMPETITORS

Many but just INDIRECT competitors

DIRECT COMPETITORS

Direct competitor but WEAK and haven’t officially arrived yet

STRATEGIC POSITIONING

Stronger to achieve more

KHỎE hơn, CHIẾN hơn

MARKETING MIX (4Ps) PRODUCT

MARKETING MIX (4Ps)

High quality

Powerfully designed

First launching: G – series ( Before – During – After )

PRODUCT

Frist launchingLaunching in 16.12.2013

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

MARKETING MIX (4Ps) PLACE

PepsiCo

Wholesaler

Retailer

Consumer

MARKETING MIX (4Ps) PLACE

DISTRIBUTOR

Main Partner

MARKETING MIX (4Ps) PROMOTION

MARKETING CAMPAIGN

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

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

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

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

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

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

MARKETING CAMPAIGN

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

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

SUMMARY

- Backup plans

- Marketing

objective

- Number of

participants

Sales