This document discusses the Marketing Challengers contest, which provides students the opportunity to develop an integrated marketing communications plan for a brand. It emphasizes the importance of understanding consumer perceptions, developing insights, and creating ideas that provoke action. Additionally, it stresses the importance of execution and not skipping the hard work of selling. Finally, it highlights three things to remember: doing research to understand consumers, beginning with the desired outcome or problem in mind, and spending time crafting compelling creative work.

1. THE ART OF MAKE BELIEVE
THE ART OF MAKE BELIEVE
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2. WHO’S SPEAKING?
NGUYỄN VIỆT DŨNG
6 năm kinh nghiệm trong Advertising & Digital
Business Director & Lecturer tại AiiM
Former Digital Planner tại Climax Agency
Founding member of Toiyeumarketing.com
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3. CONTENT
PART 1: WHY WE ARE HERE?
PART 2: TRUTH WELL TOLD
PART 3: 3 THINGS TO REMEMBER
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4. WHY WE ARE HERE?
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5. DECODE “MARKETING CHALLENGERS”
Marketing Challengers is a contest which provides students with the opportunity to cooperate on a real-life
marketing case and develop an IMC plan for a brand of the sponsoring company.
Think Marketing
Define marketing challenges come from the consumer’s perception
Do Communication & Don’t (Product/Place/Price)
Fix them with communication:
+ Define current behavior and current perception.
+ Find powerful insight to convert consumer to “desired response”
+ Come up with a brilliant idea to provoke action
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6. DON’T SKIP THE HARD PART: SELL
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8. FROM THIS CONTEST
“...We want to look for the ones who can change the world to be better place and
create value for brand at the same time” - mr. Son Tran, CEO of Tiki.
“...Because the people who are crazy enough to think they can change the world,
are the ones who do.” - Apple Inc.
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9. TRUTH WELL TOLD
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11. “THE ONLY STRATEGY CONSUMER EXPERIENCES IS EXECUTION”
A.G LAFLEY - CEO, President and Chairman of the Board, P&G
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12. 3 THINGS TO REMEMBER
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13. 1. DO YOUR “HOMEWORK”
Observe, listen, ask consumer. Experience yourself. Do prototype.
“Vào rừng, đừng đi sở thú”
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14. 2. BEGIN WITH THE END IN MIND
Always come back to the brief: desire response, problem, brand
“WHY we are doing WHAT we are doing?”
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15. 3. SPEND TIME WITH THE CRAFT
Translate your idea into irresistible creative work.
“If it doesn’t SELL, it isn’t CREATIVE enough”
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16. THANK YOU
AiiM - Marketing Communication Skills Training Center
Head office: 232 Cao Thang, District 10, HCMC (Ground floor)
Campus 2: 152 Nguyen Van Thu, Da Kao ward, District 1, HCMC
Tel: +84 (8) 3979 8331 - 3979 8332
www.aiim.edu.vn
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