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Young Marketers 2013 - Final Round Gatorade launching plan. Đặng Thế Kỳ Lâm - Hoa Sen University Nguyễn Phương Vi - HCMUSSH
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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