Recap young marketers elite development program - O MarketingNhi Lee
This document recaps a 15-week Young Marketers Elite Development Program that covered topics like consumer understanding, marketing, consumer insight, market research, brand management essentials, brand communication, brand activation, and public relations. The program was split into weekly sections that focused on these marketing-related subjects through reading materials and exercises.
Young Marketers Elite 2 - Digital Assignment - Khai Pham & Minh VuKhai Pham
The document outlines Oreo's digital marketing strategy. It analyzes Oreo's context as an established brand trying to appear younger. The objectives were to boost awareness, create buzz, and expand their fan base. The target consumers were young people active on social media. The strategy was to capitalize on culture and show relevance through social media presence. Oreo created daily posts on their channels using Oreo cakes to comment on trends and celebrate their 100th anniversary. The execution was a success based on KPIs like increased social shares, retweets, and impressions.
Young marketers elite 2 digital assignment - khai pham & minh vuKhai Pham
The document summarizes Oreo's digital marketing strategy to appear more relevant to younger consumers and remain engaged with new trends. The strategy involved creating daily social media posts using Oreo cookies to mark their 100th anniversary and celebrate pop culture moments over 100 days. This increased their social media fan engagement and interactions significantly, helping Oreo boost brand awareness and equity among their target demographic.
Recap young marketers elite development program - O MarketingNhi Lee
This document recaps a 15-week Young Marketers Elite Development Program that covered topics like consumer understanding, marketing, consumer insight, market research, brand management essentials, brand communication, brand activation, and public relations. The program was split into weekly sections that focused on these marketing-related subjects through reading materials and exercises.
Young Marketers Elite 2 - Digital Assignment - Khai Pham & Minh VuKhai Pham
The document outlines Oreo's digital marketing strategy. It analyzes Oreo's context as an established brand trying to appear younger. The objectives were to boost awareness, create buzz, and expand their fan base. The target consumers were young people active on social media. The strategy was to capitalize on culture and show relevance through social media presence. Oreo created daily posts on their channels using Oreo cakes to comment on trends and celebrate their 100th anniversary. The execution was a success based on KPIs like increased social shares, retweets, and impressions.
Young marketers elite 2 digital assignment - khai pham & minh vuKhai Pham
The document summarizes Oreo's digital marketing strategy to appear more relevant to younger consumers and remain engaged with new trends. The strategy involved creating daily social media posts using Oreo cookies to mark their 100th anniversary and celebrate pop culture moments over 100 days. This increased their social media fan engagement and interactions significantly, helping Oreo boost brand awareness and equity among their target demographic.
This document summarizes Vinacafe's successful PR campaign for Tet (Vietnamese Lunar New Year) in 2015.
The campaign aimed to change young consumers' perception of Vinacafe from an old, heritage brand to one that represents deep family emotions during Tet. It did so by [1] launching a gift set called "The Cup of Love" that allowed youth to express their awkward feelings for parents and [2] creating a viral video clip encouraging people to express love while they can.
The campaign was successful, driving a 100% sales increase of "The Cup of Love" sets and receiving over 24 million impressions and 2.5 million positive interactions online. However, the document provides a recommendation that the third
Young Marketers Elite 2 - Brand Communication (9.1) - Khai Pham & Ngan TranKhai Pham
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help alleviate symptoms of mental illness and boost overall mental well-being.
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & HuongKhai Pham
This document outlines key areas to analyze for general market understanding before taking marketing action:
1. General market analysis including macroeconomic trends, category and market growth, new product launches, and changes in the market situation.
2. Channel analysis of store types, number of stores, retail density, shopper frequency and trends toward different channels.
3. Brand share metrics like market share, purchase share, distribution reach, and off-take. It also covers analyzing consumer behavior, preferences, influencers, and media usage to understand market penetration.
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & HuongKhai Pham
This document provides an overview of retail audits and consumer panels. Retail audits study a sample of retail outlets to understand what distributors sell, while consumer panels use panel surveys to understand what consumers buy. Both provide information on final consumer behavior, but retail audits do so indirectly through distributors. The document outlines the key contents analyzed in each, such as market share, brand preference, and purchasing behavior. It also provides an example of how to analyze retail audit data to understand competitors' promotional strategies. Finally, it discusses how to read retail audits and consumer panels, focusing on trends rather than month-to-month changes and looking for patterns like seasonality.
Young Marketers 3 - The Final Round - Pham Van KhaiKhai Pham
This document outlines a communications campaign to raise awareness among consumers about chemically treated rice. The campaign will be led by experts and journalists, with the message that chemical rice has negative effects on taste and health. It aims to leverage influential figures like famous housewives to spread the word about consumers' frustration with "poisoned" rice posing risks unknown to them. The key channels will be first-hand accounts from experts backed by the government.
This document summarizes Vinacafe's successful PR campaign for Tet (Vietnamese Lunar New Year) in 2015.
The campaign aimed to change young consumers' perception of Vinacafe from an old, heritage brand to one that represents deep family emotions during Tet. It did so by [1] launching a gift set called "The Cup of Love" that allowed youth to express their awkward feelings for parents and [2] creating a viral video clip encouraging people to express love while they can.
The campaign was successful, driving a 100% sales increase of "The Cup of Love" sets and receiving over 24 million impressions and 2.5 million positive interactions online. However, the document provides a recommendation that the third
Young Marketers Elite 2 - Brand Communication (9.1) - Khai Pham & Ngan TranKhai Pham
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help alleviate symptoms of mental illness and boost overall mental well-being.
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & HuongKhai Pham
This document outlines key areas to analyze for general market understanding before taking marketing action:
1. General market analysis including macroeconomic trends, category and market growth, new product launches, and changes in the market situation.
2. Channel analysis of store types, number of stores, retail density, shopper frequency and trends toward different channels.
3. Brand share metrics like market share, purchase share, distribution reach, and off-take. It also covers analyzing consumer behavior, preferences, influencers, and media usage to understand market penetration.
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & HuongKhai Pham
This document provides an overview of retail audits and consumer panels. Retail audits study a sample of retail outlets to understand what distributors sell, while consumer panels use panel surveys to understand what consumers buy. Both provide information on final consumer behavior, but retail audits do so indirectly through distributors. The document outlines the key contents analyzed in each, such as market share, brand preference, and purchasing behavior. It also provides an example of how to analyze retail audit data to understand competitors' promotional strategies. Finally, it discusses how to read retail audits and consumer panels, focusing on trends rather than month-to-month changes and looking for patterns like seasonality.
Young Marketers 3 - The Final Round - Pham Van KhaiKhai Pham
This document outlines a communications campaign to raise awareness among consumers about chemically treated rice. The campaign will be led by experts and journalists, with the message that chemical rice has negative effects on taste and health. It aims to leverage influential figures like famous housewives to spread the word about consumers' frustration with "poisoned" rice posing risks unknown to them. The key channels will be first-hand accounts from experts backed by the government.