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BẢN LĨNH MARKETER

Season 11
MI VÔ
EXECUTIVE SUMMARY

Occasion Job-to-be-Done
When most of the main and snack meals have Milo Dynamind is positioned as an energy-boosting, long-lasting beverage that
been exploited by competitors, the doesn't disrupt sleep at night in order to recruit customer profiles from the energy
drink and nutritional beverage industries. This will be achieved by:
late-night meal becomes a potential
- Become the Top of Mind (TOM) choice among 18-25 age group as the go-to energy
market gap for Milo Dynamind.
supplement without causing sleep disturbances.
- Executing a marketing campaign to establish partnerships and convert trial users.
Opportunity:
- Habit of young people staying up past 11 PM.
- Habit of eating and drinking while staying up
late. Key message

Alertness energy should be as enduring as late-night passions.

Target Audience Creative Assets: Milo-Fi Girl & Customized product packaging.

Midnight Grinders
18-25, dedicating late nights to their passions and Execution
hobbies after completing their work.
Phase 1 Phase 2 Phase 3
Insight:
Late night is a precious time for me to do what I National “together Milo x Discord: “With Milo x Vietcetera
truly love and passionate about. However, after a time” Mee” - Community Series: “Đêm Khuya
long day, I feel physically and mentally drained. 10:30 PM - Passion Collaboration & Mơ Lớn”
Recharge Hour Building
Tea and coffee products help me focus and stay
alert, but the "consequence" is a night of Coordinate trade marketing activities: POSM, PR stunts, activations,
insomnia and the risk of feeling exhausted the and livestream product introductions to push sales and trials.
next day.
 MARKET OVERVIEW

Milo's mission is to recruit users from different categories to ensure growth.

Milo’s Performance Category Performance

Milo contributes However, the contribution ratio of

3/4
the CMB sector compared to the
market share
industry is decreasing gradually.
CMB industry

Category’s Performance
CMB To ensure growth, Milo needs to
CMB has recovered its revenue expand its market share in the
after 2 years of negative growth. CMB sector by recruiting from
other categories.

Nutrition milk - %
contribution

Due to the strong growth in 2022

of two sectors: flavored milk and
white milk.
Nutrition milk - Value % growth
Source: Đề bài BLM,

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan

MILO DYNAMIND WAY FORWARD

The source of growth comes from two sectors: nutritious milk drinks and energy beverages.

Nutritious milk Energy-boosting

Milo Dynamind
drinks beverages COMPETITIVE STRATEGY
The playground for
Sân chơi của các đối thủ
competitors in CMB, Juice Defeating nutritious milk drinks
cafe và nước tăng lực.
Milk & DKY. competitors with a source of
alert, focused energy.

Beating coffee and energy drink

competitors with a source of
enduring energy that doesn't
cause ínomina
Nutrition Awake
Quick, immediate
Enduring energy
energy
NEW SOURCE OF GROWTH

35% from nutritious drink sector

65% from energy drink sector.

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan

 MARKET GAP

The demand for late-night energy drinks creates an opportunity for Milo Dynamind to recruit
the two SoGs outlined.
Occasion Audit Opportunities
If the majority of main meals have been thoroughly exploited by various beverages,
The "after-dinner" meal is
late-night meal still represents a potential white space.

TOP 2
daily occasions of young
Blue Ocean people whom consume
Late Night
21h-24h nutritional drinks.
The red ocean - A favored
An arena without a Top of Habit of staying up past 23h
battleground for energy milk
products, yogurt, coffee... Mind (ToM). Customers use
energy milk and energy 59%
drinks out of habit but face 66.2% Learn new
a strong contribution students, first things[***]
many barriers.
from the Milo breakfast jobber go to sleep
line. after 23h 40%
Morning Night 19h-21h Pursue personal
interests and
35% passions[***]

Youngsters staying up
Noon Afternoon late >3 days/week[**]

Habit of eating while studying/ working late at night

Occupied by thirst-quenching
Exploited by snacking
products (both carbonated and
beverages such as bubble
non-carbonated) and energy
drinks...
tea, fruit juice... 71.5%
Eating and drinking while
studying or working in the
evening or at night****]
Source: [*] BLM Case study, [**] Global Web Index (2022), [***] Báo Thanh niên Survey (2023), [****] Group survey

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan

 TARGET CONSUMER

This demand comes from the tired spirit after a long day, which are not satisfied by
caffeine-containing energy and alertness products in the 18-25 age group.

CÚ ĐÊM TRUNG THÀNH

Tiêu chí lựa chọn
Low entry barriers and high penetration
potential due to no TOM for beverages
that effectively keep you alert during the
evening and late night.
Aligns with the product proposition, the
need for energy to stay awake.
No cannibalization among Nestlé's brands
because it doesn't target the same user
profiles as Nescafé.
Market size estimation
25
University students and first jobbers
CÚ ĐÊM LINH HOẠT
Multiple choices for drinks
University students and first jobbers Free to decide their own daily
Multiple choices for nutritional schedules and often have the habit
beverages and refreshments of staying up late.
Free to decide their own daily However, it's challenging to educate
schedules and often have the habit them to change their habit of using
of staying up late. caffeine products to stay alert.
18
Không quen, khó sử dụng Mức độ quen thuộc đối với các sản phẩm tăng lực, tỉnh táo chứa caffeine Quen, thích sử dụng
CÚ ĐÊM BỊ GIỚI HẠN CÚ ĐÊM LỚN TRƯỚC TUỔI

Population 18-25 12.5M High schoolers High schoolers

66.2% “cú đêm” Limited choice of drinks. Do not have Not yet free to decide their schedule
the habit of coffee consumption Market size not big enough, limited
Market size 8.27M budget spending
Not yet free to decide their schedule,
~27% CVR
budget or purchases
Potential trials converted 2M 13
 64%**

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan

 Mà dùng sữa năng
lượng thì không đủ
tỉnh táo

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan
STRATEGIC APPROACH

Category truth

The CMB sector is gradually

losing its contribution share
in the overall nutrition milk
market.
Milo Dynamind is positioned as an
enduring energy beverage that
doesn't disrupt sleep at night to
recruit customer profiles from the
energy milk and alertness
beverage sectors.

Product truth Consumer truth

Milo Dynamind brings competitive
advantages in both the energy milk
and alertness beverage sectors,
promising to provide users with a
sustained source of alert energy.
Becoming the TOM in the
Consumers with late-night habits
carry an unmet need for alertness late-night beverage market among
that hasn't been satisfied by energy the 18-25 age group.
and alertness products until now.

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan

 before after
Think Think
I enjoy the feeling of freedom when I get to
BRAND ROLE I enjoy the feeling of freedom when I get to
do what I love and am passionate about after Functional benefit: Provides enduring alert do what I love and am passionate about
a busy day. energy for late nights. after a busy day.

Feel Emotional benefit: Supports young individuals Feel

in pursuing their passions and desired lifestyle
I feel lacking in alertness and focus when I feel lacking in alertness and focus when
during late-night hours.
doing the things I love in the late evening. doing the things I love in the late evening.

Think Think
I think staying up late is harmful anyway, so I stay up late as a "delayed bedtime" rather
I'll just drink something to stay alert. than staying up all night.

Do Do
I use products like tea and coffee to stay
I use Milo Dynamind as a beverage to
alert, but I often experience insomnia and
supplement energy and stay alert without
easily "crash" the next day.
affecting the quality of my sleep afterward.

JOB T0 BE DONE
get

The target users are young individuals Execute a marketing campaign that

by
Using Milo Dynamind to sustainably
to

aged 18-25 with a habit of staying up establishes a connection between Milo

supplement awaking energy during
late to pursue their own interests and Dynamind and the story of pursuing
late nights.
passions. late-night passions and interests.

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan

CAMPAIGN OBJECTIVE

Calculation Method
With a young population aged 18-25 in Vietnam
estimated at around 12.5 million, of which 66.2% go
to bed after 11 PM:

Marketing Funnel

Aware 8.28M Reach CAMPAIGN OBJECTIVE

Aware 2M Trial (CVS~27%)

Business Objective
Growth
Purchase +150% Sales Volume
Increasing sales volume by 150% within 6 months by tapping into the
untapped market of late-night beverages is an ambitious goal.
Purchase
Marketing Objective
Brand Awareness
Spread awareness of Milo Dynamind as a beverage supplementing
both physical and mental energy for young individuals pursuing their
passions even during late nights.

Consideration
Stimulate the demand for using Milo Dynamind to recharge alert
energy during late-night occasions.

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan

DEPLOYMENT PLAN

Customer Journey Feel Learn Consideration Action

Expected response Recognizing the need for Searching for a solution to Discovering similarities in the Decide to purchase and use
focus during late-nights has provide energy for late-night activities organized by Milo Milo Dynamind.
not been adequately met by activities while avoiding and the product trial
tea and coffee. difficulty falling asleep or experiences.
insomnia.

PHASING TRIGGER & AWARE ENGAGE AMPLIFY

TIME 1 tháng 3 tháng 2 tháng
Stimulating the unmet need for Building a connection between Milo Encouraging target audience to use Milo
late-night alertness (not satisfied by and users within the narrative of Dynamind as a late-night alertness
OBJECTIVES tea or coffee). Milo Dynamind dispelling fatigue to pursue their beverage without causing difficulty or
introduction passions. loss of sleep.

Alertness energy must be enduring, just like late-night passions.

KEY MESSAGE Milo Dynamind provides a sustained alertness energy source, helping young individuals avoid feeling "burned out" –
similar to how they quietly nurture their passions.

National “together time” Milo x Discord: “With Mee” - Milo x Vietcetera Series:
10:30 PM - Passion recharge hour Community Collaboration & Building “Đêm Khuya Mơ Lớn”
ATL
Bumper Ads, Targeted Ads , Leading
PR Articles, OOH. KOLs, KOCs PR Articles, KOLs
Discussion
Activation, POSM, PR Stunts, Kit quà Voucher, POSM, PR Stunts, WoM, Kit quà
BTL Activation
Mê Khuya… Mê Khuya, Email Marketing…

ALWAYS ON Creative Asset: Milo-Fi Girl Landing page, website, social media, ads, seeding

Reach 60% TA
250,000 Thành viên active Series đạt 6Tr lượt xem đa nền tảng
Collab 50+ Group đam mê
KPI 100,000 Trial - Trúng thưởng 700,000 Trial - Kit quà & POSM 400,000 Trial - Kit quà

800,000 Trial - Activation dùng thử

 CREATIVE ASSET

MILO-FI
GIRL

Milo-Fi Girl appears at…?

Ý nghĩa
Representing the passionate and Milo-Fi Girl is a creative asset that
ambitious young individuals who remains consistent throughout the
pursue their dreams ardently. campaign, to generate interest and
foster a sense of empathy and
They have a habit of doing what they connection between the product and
love late into the night. the target audience.

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan

 CHIẾN LƯỢC TRUYỀN THÔNG & ĐỊA ĐIỂM | PHASE 1: TRIGGER & AWARE

ABOVE THE LINE

Phase 1. Triggering & Awareness

> Mission:
- Khơi gợi người trẻ về nhu cầu tỉnh táo, tập trung chưa đc giải quyết thỏa
mãn bởi trà, cà phê trong bữa khuya
- Giới thiệu nhận biết về Milo Dynamind.

1
10:30 - Đi làm cả ngày mới có giờ chăm cháu 😂 Mời các bà
Kết hợp cùng các Group sở thích, đam mê ngắm đứa con tinh thần của tui 😂

KOL, Influencer Booking

Nội dung: 10:30 - KOL, Influencer, Group Admin đồng loạt
đăng tải hình ảnh/video thể hiện đam mê cá nhân. Trong đó, 10:30 - Boy sáng làm audit, tối vẽ người tình 😓 Các bác
khoe thành quả đêm nay đi… #milodynamind
Milo Dynamind xuất hiện xuyên suốt, là người bạn mang tên
Mê-Mate.

2●
10:30 - Facebook Ads
10:30 - Youtube Bumper Ads

Market Situation Brand Target Customer Insight Big Idea Implementation Plan
 CHIẾN LƯỢC TRUYỀN THÔNG & ĐỊA ĐIỂM | PHASE 1: TRIGGER & AWARE

ABOVE THE LINE

3 Ra mắt MiLo-Fi Girl

Nội dung: Livestream đa nền tảng
> Thời điểm: khung giờ vàng 10:30
> Nền tảng: Youtube, TikTok, Facebook: tận dụng các
hội, nhóm, hashtag để đánh đúng target TA
> Nội dung: đa dạng đam mê (vẽ, graphic design,
đan len, xem phim,...)

→ Phase 1 đánh vào Pain Point của người dùng:

- 10:30 - Cơ thể đã rệu rã, thiếu tập trung
- Trải nghiệm sử dụng cafe hay trà thường dẫn
đến mất hay khó ngủ

Market Situation Brand Target Customer Insight Big Idea Implementation Plan
CHIẾN LƯỢC TRUYỀN THÔNG & ĐỊA ĐIỂM | PHASE 1: TRIGGER & AWARE

4 Ra mắt
bao bì mới
QR codes on the packaging
corresponding to different hobbies
and passions. Users can scan the
QR code to be directed to the
community platform promoted in
Phase 2.
Dynamind Mê Chạy Comm

Customized Pacakaging
Dynamind Mê Múa Bút
Customize Hobbies/Passion
Ex: Dynamind Mê-Đan-Len Dynamind Mê Đan Móc

Catchy Taglines
Dynamind Sâu Mọt Sách
Ex: Bền bỉ Đan tình mình

Situational Analysis Target Customer Insight Strategic Approach Implementation Plan

 CHIẾN LƯỢC TRUYỀN THÔNG & ĐỊA ĐIỂM | PHASE 2: ENGAGE

ABOVE THE LINE

WITH MEE COMMUNITY Hệ điều hành của With Mee Community: Automation ChatBot

Milo x Discord 1. Bot uống đêm

-> Nhắc nhở dinh dưỡng bữa khuya, trong đó có uống Milo
Dynamind để làm việc
Mission:
– Kết nối người trẻ vào platform 2. Bot focus
-> Lên List nhiệm vụ tìm hiểu, học hành…
– Tạo cơ hội để người trẻ có touchpoints và liên kết
cảm xúc với Milo Dynamind. 3. Bot sleep tracking
-> Nhắc nhở rằng dù “hoãn giờ ngủ” cũng nhớ đảm bảo ngủ đủ 6
tiếng và lên kế hoạch tracking giấc ngủ khoẻ mạnh

How it works? → With Mee giải quyết 2 Pain Point của người dùng:
- Tăng tập trung, tỉnh táo đêm khuya
Nền tảng: Online platform Milo x Discord - Đảm bảo giấc ngủ khoẻ mạnh, đủ 6 tiếng

Hoạt động bên lề

> Tặng kit quà “Mê Khuya” từ Milo Dynamind.

Market Situation Brand Target Customer Insight Big Idea Implementation Plan
 PROMOTION & PLACE STRATEGY

PHASE 3: AMPLIFY ABOVE THE LINE

Goal
Spread awareness about Milo Dynamind's unique positioning and occasion.
Clear the conceptions: "Late nights are for useless activities" and "Eating late causes insomnia and leads to exhaustion the next day."
Share the story of pursuing late-night passions and building enthusiasm with Dynamind among young individuals.

Milo x Vietcetera Podcast Series SUPPORTING TACTICS

KEY HOOK
“Late Nights for Big Dreams”
Content
● The podcast airs at 10:30 PM every Friday.
● Young guests share their late-night hobbies, dreams of
building the life they desire, and passions that they can
only pursue after a long day.
Podcast apps
Suggested sharing topics:
● Astrology and ten thousand "why"
questions. 483.718 likes
● The art of drawing and the struggles of
being left-handed Optimize Vietcetera
● “Delaying bedtime" to "make up for a “Hoãn chút giờ ngủ” để “bù vài trang platforms
sách” mỗi ngày thế nào cho hiệu quả?
few pages of reading" each day.

Market Situation Brand Target Customer Insight Big Idea Implementation Plan
 PROMOTION & PLACE STRATEGY

PHASE 2: ENGAGE BELOW THE LINE PHASE 3: AMPLIFY BELOW THE LINE

Mục tiêu Mục tiêu

- Increase awareness and connection to the Milo Dynamind Spreading the image of Milo Dynamind to customers, converting
product. Stimulate the demand for using Milo Dynamind for them, and increasing user numbers.
late-night occasions.
- Build a connection and empathy between Milo and users
within the narrative of dispelling fatigue to pursue passions.
MAIN ACTIVITIES

MAIN ACTIVITIES Delivering "Late-Night Enthusiast" gift kits to universities,

Location: University campuses, office areas, urban districts,
residential complexes...
Time: 2 hours (4:00 PM - 6:00 PM) on weekday afternoons.
1/ The "Late-Night Enthusiast" bus delivers Milo Dynamind
beverages and "Late-Night Enthusiast" gift kits to various
locations to support the pursuit of passions.
companies, etc., through the B2B channel.
CONTENT
The passion-supporting buses bring "Late-Night Enthusiast" gift
kits to the hands of young individuals who are staying up late to
pursue their hobbies and passions.

2/ Conduct the trial: "Alertness energy must be enduring, just

like late-night passions."
- Objective: Showcase the competitive advantage of Milo
Dynamind compared to late-night beverages by providing both
energy and ensuring a good night's sleep afterward.
- Mechanism: Conduct a sleep trial with 6-hour sleep for Milo
Dynamind trial users.
Insight
 PROMOTION & PLACE STRATEGY | TRIALS & SALES BOOSTING ACTIVITIES

Bundle Trade Phasing

Aware Engage Amplify
Nightlife Bundle from Milo
Activation at retail channels, school, offices,...
Goal
Activation trials at schools, office, retail channels,...
– Goal: 800K trials (40%)
With Mee Platform gift exchange
Win Milo Dynamind products via Tik Tok live
stream during "Passion Recharge Hour."
Trials & sales boosting - Goal: 100K (5%)

Sell gift kits via live streams activities

on Tik Tok during "Passion Recharge
Hour."

Wet wipes Gift kits are given away via matching activities,
to stay completing tasks, etc., on the Milo x Discord With
Mee platform.
awake - Goal: 200K trials (10%)

POSM at retail channels, CVS, MT…; PR Stunts

Milo Product trial program or "Late-Night Enthusiast" gift combo trials at

Dynamind POSM, PR stunts, etc.
– Goal: 500K trials (25%)

Voucher discount

Gift kits are given through B2B channels:

KitKat partnerships with universities, companies, etc.
- Goal: 400K trials (20%)
Other small gifts
Sell gift kits via B2B, retail,
grocery stores, e-commerce
channels.

Market Situation Brand Target Customer Insight Big Idea Implementation Plan
PROMOTION & PLACE STRATEGY | RETAIL CHANNELS

Distribution Channels Supporting activities

Super/ POSM, product displays, and promotional

35% activities like bundles, buy one get one free, etc.
Hypermarket

25% CVS POSM, product display, promotional activities

(bundle, buy 1 get 1…)

Livestream on TikTokShop.
Collaborate with food delivery apps to offer the
20% E-commerce product as a complimentary item when ordering
food (push sales).

On-premise
15% Vending machine, canteen school, office, co-working space, POSM
play grounds...

5% GT - Street shops - Street vendors

Market Situation Brand Target Customer Insight Big Idea Implementation Plan
 TIMELINE & BUDGET

T1 T2 T3 T4 T5 T6
PHASE BUDGET
AWARE ENGAGE AMPLIFY

Community Group 350.000.000

Targeted Ads 500.000.000

Landing Page 300.000.000

Bumper Ads 200.000.000

KOL, Influencer, KOC 1.000.000.000

Social Media 2.000.000.000

Seeding 600.000.000

Community Building 3.500.000.000

Activation 2.000.000.000

Promotion 1.200.000.000

Podcast Series 1.000.000.000

12.650.000.000
TOTAL
THANK YOU FOR YOUR TIME