The document summarizes the final round of a marketing competition with two parts. Part 1 challenges teams to pitch themselves to judges for selection as the winner. The top 4-5 teams will advance to Part 2, where they must develop a marketing plan to launch Gatorade in Vietnam. Teams have 25 minutes to present their plan and will be scored on their understanding of the brand, proposed solutions, creativity, feasibility, and presentation. The winning team will receive the highest combined scores from Parts 1 and 2. Judges will average their individual scores to determine the overall winner.

3. Final Round

4. Content
• Part 1: We are Young Marketers 2013
• Part 2: Young Marketers 2013 Embrace The Challenges

5. Part 1: We are Young Marketers 2013
- Challenge: Sell your team to the judges why you should be selected as
the first winner of Young Marketers 2013
- Timing: 5 minutes per team – Unlimited forms of presentation
- Scores: 25
o Creativity: 7
o Persuasion: 13
o Investment: 5
Important remark:
1 team will be eliminated from this part. Only 4/5 teams are allowed to
enter the second part

6. Part 2: Young Marketers 2013
Embrace The Challenges
- Challenge: Sell a marketing plan to the judges responding to the given
brief
- Timing: 25 minutes per team (15 minutes for the presentation – 1
minute late will be minus 3 scores in total, 10 minutes for Q&A ) –
Unlimited in forms of presentation
- Scores: 75
o Prove understanding of the brand, category & consumers: 20
o Provide solutions that are able to meet the brief objectives: 28
o Demonstrate strong creativity/ WOW idea: 10
o Work out a feasible to execute plan: 10
o Deliver good presentation: 7

7. The winner team is the one who has the highest
scores of the part 1 & part 2. The score will be
the average score of all the judges.

8. The Brief

9. Brand Summary
Gatorade is a brand of sports-themed beverage and food products, built
around its signature line of sports drinks. Gatorade is currently manufactured
by PepsiCo and distributed in over 80 countries. The beverage was first
developed in 1965 by researchers at the University of Florida, to replenish the
combination of water, carbohydrates, and electrolytes that the school's
student-athletes lost in sweat during rigorous athletic competitions.
As of 2010, Gatorade is PepsiCo’s 4th-largest brand, on the basis of
worldwide annual retail sales. It only competes with Coca-Cola's Powerade
and Vitaminwater brands worldwide.. Within the United States, Gatorade
accounts for approximately 75% market share in the sports drink category
and can be claimed as no.1 sports drink brand on this planet.
Gatorade has G-Series and Power portfolio, in which the main and original
Gatorade - G-Series has 3 SBUs that are Prime, Perform & Recover.
In November 2013, PepsiCo is assumed to launch its brand – Gatorade into
Vietnam market, firstly with G-Series.

10. Target Consumers
• Vietnamese male (dominant) and
female
• Aged from 23 to 35
• Income ABC, living in key urban cities
• They own an active life , health and
fitness conscious, associated with
sports/exercising habits

11. Task:
• Develop a marketing campaign to launch Gatorade G-Series in
Vietnam (should go with consideration that PepsiCo also has its
Revive brand currently), firstly focal in HCMC & HN
• Given budget: 20,000,000,000 VND (exclusive of VAT)

12. Success Measurement
• Must reach minimum 50% awareness of this brand among target
consumers in HCMC & HN after 3 months of launching, and earn the
perception of minimum 70% the aware consumers (to believe) that
Gatorade is the best sports drink for them in Vietnam.
• Must generate the monthly sales of average 200,000 units in HCMC
& HN only after 3 months of launching
• Should contribute to educating the target consumers to have the
habit of consuming sports drink (expanding the category) after their
exercising (a plus)

13. Prize

14. Prize
• 1st Prize:
15.000.000 VND &
2 BMG scholarship 13.000.000 per.
• 2nd Prize:
9.000.000 VND &
2 BMG scholarship 10.000.000 per.
• 3rd Prize:
6.000.000 VND &
2 BMG scholarship 7.000.000 per.
• 4th Prize
6.000.000 VND & certificate.
• 5th Prize
3.000.000 VND & certificate.

15. THANK YOU