Young Marketers Elite 7 - Assignment 1.1 - Anh Nguyen - Hoang Hai - Viet Linh - Hoai Thuong
- 2. Mkt Mix + Implement Define markets to be served Identify and anticipate customer needs Form product development Define route to market & product mix Implement marketing program 6P’s Build customer relationship Marketing is a whole process from…
- 3. Make what people want Make people want what you make
- 4. Evolve into • Object/ commodity • Solve consumer problems • Rational connection • Is consumed • Can be copied and replaced • Personality • Beat down consumer enemy • Emotional connection • Is experienced • Unique and remain over time Product is an item which is ready for sales in the market Brand is a single-minded promise in consumer’s mind and heart
- 5. that delivered + of by capturing attention imagination + emotion + BRANDING is CONSISTENTLY doing benefit in consumer’s BRAND is a SINGLE-MINDED PROMISE Functional Emotional + MIND HEART SCIENCE ART + identifying fulfilling + Physical needs Emotional needs +
- 6. Define markets to be served Form the product mix Define markets to be served Form the product mix Being competed & gain profit in short-term Registered in MIND & being chosen RATIONALLY Gain brand power and profit in long-term Registered in MIND & HEART and being chosen RATIONALLY & EMOTIONALLY
- 7. A good marketer is able to identify market and customers' need A good marketer is able to prolong its relationship with the customers Remains CONSISTENT across all forms of representation in a long period time. Evokes a positive EMOTIONAL response from your target audience.
- 8. Re-charge the energy for afternoon class after nap A good marketer is able to identify market and customers' need A usual journey of kids' milk consumption in a day Breakfast with white milk as an additional nutrition Break time: Re-charge the energy with Milo Milo taps into and own a new occasion: Breakfast Morning Breaktime Afternoon Evening Re-charge the energy for evening and after- class activities Milo breakfast is born of the Vietnam parents' need for a balanced nutritious breakfast Morning
- 9. Milo breakfast has qualified the need for a nutritious and affordable breakfast option for kids. A good marketer is able to qualify its product to the market and customers' need
- 10. MILK CONSUMPTION IN ONE'S LIFE CIRCLE Milo tighten the relationship with teenagers with: Milo cans for the youth A good marketer is able to prolong its relationship with the customers
- 11. MILO BRAND PROMISE By delivering balanced nutrition, MILO enables future champions to grow and develop through active lifestyle HOW MILO DELIVERS THIS BRAND PROMISE CREATE PLAYGROUNDS FOR CHILDREN TO INDULGE IN SPORTS MILO sponsors sport event, builds equipments for schools, nurture young rising athletes to supporting school sports from grass roots level. The promise makes MILO no longer be “a nutritious drink”, but a partner to parents, a coach to children and a true advocate for active lifestyle. EDUCATE THE IMPORTANCE OF SPORT TO PARENTS AND CHILDREN MILO spreads out the belief that sports is critical for personality development and helps kids grow holistically in their formative years. Milo chooses a strong creative device – SPORT - to make its brand promise comes to life. Two ways MILO delivers this promise: However, the keys that transform MILO activities from ”basic marketing” to “successful marketing”(branding) are CONSISTENCY and EMOTION.
- 12. 1. Remains CONSISTENT across all forms of representation in a long period time. 2. Evokes a positive EMOTIONAL response from your target audience. For the past 25 years, MILO has been at the forefront of supporting school sports from grass roots. MILO organized and sponsored school events like Milo Football Cup, Milo Basketball Tournament, ”Ngay Nang Luong Milo”… MILO has been able to encourage hundreds of thousands of children to be physically active, and support many promising athletes in their careers. HOW MILO BUILDS BRAND MILO ENERGY CAMP ”Trại hè năng lượng MILO” MILO PHU DONG FOOTBALL CUP ” Giải bóng đá Hội Khỏe Phù Đổng” 2003 - 2019 2013 - 2019 MILO BASKETBALL LEAGUE ”Giải bóng rổ học sinh – MILO CUP” 2007 - 2019 BASKETBALL EQUIPMENT SPONSORSHIP High schools and elementary schools 2017 - 2019 BARCELONA CAMP ”Biệt đội vô địch nhí” MILO WALKING DAY ”Ngày hội đi bộ Milo” 2019 SEA GAMES SPONSORSHIP Milo Tài trợ SEA GAMES 30 SPORT -> WHEN PEOPLE THINK OF MILO, THEY IMMEDIATELY THINK OF “SPORT” AND SOMETIMES VICE VERSA (BRAND ASSOCIATION)
- 13. Consistent Active Visual Identity Having a kid playing sport is the first thing we see in EVERY MILO packaging since it came to Vietnam. It consistently urged Vietnamese kids to be active and strongly communicates about the brand message. Consistent Brand Message Extremely consistent brand message of delivering “năng lượng bền bỉ” (energy for perseverance) to create a “năng động” (active) Vietnam. 1. Remains CONSISTENT across all forms of representation in a long period time. 2. Evokes a positive EMOTIONAL response from your target audience. HOW MILO BUILDS BRAND
- 14. MILO TAPS IN THE STRONG DESIRE OF PARENTS TO MAKE THEIR KIDS BECOME “A CHAMPION” Parents, especially in Vietnam, are obsessed to make their kids become their best in life. While they do their best to prepare the child for life ahead, they know that success in life needs more than skills learnt from books. Through sports, children will learn to persevere through hardship, find courage over fear, work as a team, find self-belief, be respectful and learn how to lead. By tapping the right desire in a provocative creative device of “champion”, Milo could easily trigger the emotional response from their TA and build top-of-mind ownership of the term “champion”. -> CONSUMERS WANT TO ASSOCIATE THEMSELVES WITH MILO AS THEY SHARE THEIR MISSION OF DEVELOPING FUTURE CHAMPS (BRAND LOVE) 1. Remains CONSISTENT across all forms of representation in a long period time. 2. Evokes a positive EMOTIONAL response from your target audience. HOW MILO BUILDS BRAND
- 15. 2017 MILO launched the story of a true champion, aimed at the credit-driven mindset of Vietnamese parents and opens a definition of Champion that is more emotional. Not academic recognitions, but sport is what teaches students resilience, teamwork, appreciation of daily achievements - that’s what makes A CHAMPION. THE DEFINITION OF A CHAMPION 2018 2019 By the image of a champion made from MILO, MILO has linked the role of the product into Champion. MILO provides energy for children to play sport and become champions. Champion made from MILO - Let's be with MILO to nurture future champions When the image of Champion is closely linked with MILO in the minds of customers. MILO continued to enhance the image of Champion by adding durability as a device through the Creative device as "Vật cũ mòn". At the same time, Milo created a platform for TA to share their story via social media. A champion made from MILO is a resilient champion. CREATE BRAND LINKAGE WITH “CHAMPION" ENHANCE THE “RESILIENCE" ATTRIBUTE WITH AN INTERACTIVE CAMPAIGN “NHÀ VÔ ĐỊCH THẬT SỰ” “NHÀ VÔ ĐỊCH LÀM TỪ MILO” “VẬT CŨ MÒN RÈN NÊN NHÀ VÔ ĐỊCH” MILO successfully triggered positive emotional response with the development of the “champion” story. The brand becomes emotional as it’s getting more “human".
- 16. ANH NGUYEN VIET LINH HOANG HAI HOAI THUONG THANK YOU YOUNG MARKETERS ELITE DEVELOPMENT 7