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

2. Dare to Change, Dare to Succee
DÁM THAY ĐỔI,
DÁM THÀNH CÔNG

3. 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

4. WHAT THEY THINK ABOUT USING SPORTS DRINK
Useless
Useful
Depends

5. WHAT THEY THINK ABOUT USING SPORTS DRINK
what products are being used?
What products are being used?

6. CUSTOMER’S EXPECTATIONS
Key
categories
Delicious High
quality
Affordable
Available
for sales
Good
design
Safe
Health
y

7. WHAT NEED THAT UNMET YET ?
Key
categories
Delicious
High
qualit
y
Affordable
Available
for sales
Good
design
Safe
Health
y

8. BUT AFRAID FOR ??
Unhealthy Useless
High price
Awful taste

9. WHAT PRODUCTS OFFER
Energy & chemicals
lost
Strength
Motivation

10. 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:

11. DEEP ANALYZING

12. DEEP ANALYZING
Industry
Competitors
Competit
ors
Alternativ
e
Competit
ors
Suppliers
Distributo
rs

13. INDIRECT COMPETITORS
Many but just INDIRECT competitors

14. DIRECT COMPETITORS
Direct competitor but
WEAK and haven’t officially
arrived yet

15. STRATEGIC POSITIONING
Stronger to achieve more
KHỎE hơn, CHIẾN
hơn

16. MARKETING MIX (4Ps) PRODUCT

17. MARKETING MIX (4Ps)
High quality
Powerfully designed
First launching: G – series ( Before – During – After )
PRODUCT
Frist launchingLaunching in 16.12.2013

18. 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
VNĐ
69.000
VNĐ/package

19. MARKETING MIX (4Ps) PLACE
PepsiCo
Wholesaler
Retailer
Consumer

20. MARKETING MIX (4Ps) PLACE
 DISTRIBUTO
Main
Partner

21. MARKETING MIX (4Ps) PROMOTION

22. MARKETING
CAMPAIGN

23. 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

24. 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

25. TIMELINE
Before:
1/10/2013 –
31/10/2013
During:
1/11/2013 –
31/01/2014
After:
01/02/2014
DÁM THAY ĐỔI, DÁM THÀNH CÔNG

26. 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
Objectiv
e
>10 pieces of
writing
20% awareness
>10 pieces of
writing
25% awareness
Ads teaser in >5
newspaper
30% awareness
Tool PR PR PR, Advertising
Budget 100,000,000VND 200,000,000 VND 500,000,000
VND

27. DÁM THAY ĐỔI, DÁM THÀNH CÔNG
During: 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
Strategy
IMPRESSIVE
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
10,000participants
65% awareness
Tool Event, PR Event, PR
Event, PR,
Online
Marketing
Event, PR
Event, PR,
Online
Marketing
Event, PR
Budget
2,500,000,000
VND
1,400,000,000
VND
500,000,000
VND
1,300,000,000
VND
1,000,000,000
VND
1,000,000,000
VND

28. 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

29. MARKETING CAMPAIGN

30. Frist month
after
launching
2nd
month
3rd
month
4th
month
5th
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 90,000 150,000 210,000 240,000

31. 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

32. SUMMARY
- Backup plans
- Marketing objective
- Number of
participants
 Sales