Young Marketers Elite 7 - Assignment 1.1 - Anh Nguyen - Hoang Hai - Viet Linh - Hoai Thuong What is Marketing and Branding?

1. ELITE ASSIGNMENT 1.1

2. Mkt Mix + Implement
Define markets to be served
Identify and anticipate customer needs
Form product development
Define route to market &
product mix
Implement marketing program
6P’s
Build customer
relationship
Marketing is a whole process from…

3. Make what
people want
Make people want
what you make

4. Evolve into
• Object/ commodity
• Solve consumer problems
• Rational connection
• Is consumed
• Can be copied and replaced
• Personality
• Beat down consumer enemy
• Emotional connection
• Is experienced
• Unique and remain over time
Product is an item which is
ready for sales in the market
Brand is a single-minded promise in
consumer’s mind and heart

5. that
delivered
+
of by
capturing
attention
imagination
+
emotion
+
BRANDING is CONSISTENTLY doing
benefit in
consumer’s
BRAND is a
SINGLE-MINDED
PROMISE
Functional
Emotional
+
MIND
HEART
SCIENCE
ART
+
identifying
fulfilling
+
Physical needs
Emotional needs
+

6. Define
markets
to be
served
Form the
product
mix
Define
markets
to be
served
Form the
product
mix
Being
competed
& gain
profit in
short-term
Registered in
MIND & being
chosen
RATIONALLY
Gain brand
power and
profit in
long-term
Registered in
MIND & HEART
and being
chosen
RATIONALLY &
EMOTIONALLY

7. A good marketer is able to identify
market and customers' need
A good marketer is able to
prolong its relationship with
the customers
Remains CONSISTENT
across all forms of
representation in a long
period time.
Evokes a positive
EMOTIONAL
response from your
target audience.

8. Re-charge the
energy for afternoon
class after nap
A good marketer is able
to identify market and
customers' need
A usual journey of
kids' milk consumption
in a day
Breakfast with
white milk as an
additional nutrition
Break time:
Re-charge
the energy
with Milo
Milo taps
into and own
a new
occasion:
Breakfast
Morning
Breaktime Afternoon
Evening
Re-charge the energy
for evening and after-
class activities
Milo breakfast is
born of the Vietnam
parents' need for a
balanced nutritious
breakfast
Morning

9. Milo breakfast has qualified the need for a nutritious
and affordable breakfast option for kids.
A good marketer is able to qualify its product to the market and customers' need

10. MILK
CONSUMPTION
IN ONE'S LIFE
CIRCLE
Milo tighten
the
relationship
with
teenagers
with:
Milo cans for
the youth
A good marketer is able to
prolong its relationship
with the customers

11. MILO BRAND PROMISE
By delivering balanced nutrition, MILO
enables future champions to grow and
develop through active lifestyle
HOW MILO DELIVERS THIS BRAND PROMISE
CREATE PLAYGROUNDS FOR
CHILDREN TO INDULGE IN SPORTS
MILO sponsors sport event, builds
equipments for schools, nurture
young rising athletes to supporting
school sports from grass roots level.
The promise makes MILO no longer be “a nutritious drink”,
but a partner to parents, a coach to children and a true
advocate for active lifestyle.
EDUCATE THE IMPORTANCE OF
SPORT TO PARENTS AND CHILDREN
MILO spreads out the belief that
sports is critical for personality
development and helps kids grow
holistically in their formative years.
Milo chooses a strong creative device – SPORT - to make its brand
promise comes to life. Two ways MILO delivers this promise:
However, the keys that transform MILO activities from ”basic
marketing” to “successful marketing”(branding) are
CONSISTENCY and EMOTION.

12. 1. Remains CONSISTENT across all
forms of representation in a long
period time.
2. Evokes a positive EMOTIONAL
response from your target audience.
For the past 25 years, MILO has been at the
forefront of supporting school sports from grass
roots. MILO organized and sponsored school
events like Milo Football Cup, Milo Basketball
Tournament, ”Ngay Nang Luong Milo”… MILO has
been able to encourage hundreds of thousands
of children to be physically active, and support
many promising athletes in their careers.
HOW MILO BUILDS
BRAND
MILO ENERGY CAMP
”Trại hè năng lượng MILO”
MILO PHU DONG FOOTBALL CUP
” Giải bóng đá Hội Khỏe Phù Đổng”
2003 - 2019
2013 - 2019
MILO BASKETBALL LEAGUE
”Giải bóng rổ học sinh – MILO
CUP”
2007 - 2019
BASKETBALL EQUIPMENT SPONSORSHIP
High schools and elementary schools
2017 - 2019
BARCELONA CAMP
”Biệt đội vô địch nhí”
MILO WALKING DAY
”Ngày hội đi bộ Milo”
2019
SEA GAMES SPONSORSHIP
Milo Tài trợ SEA GAMES 30
SPORT
-> WHEN PEOPLE THINK OF MILO, THEY IMMEDIATELY THINK OF
“SPORT” AND SOMETIMES VICE VERSA (BRAND ASSOCIATION)

13. Consistent Active
Visual Identity
Having a kid playing sport is
the first thing we see in
EVERY MILO packaging
since it came to Vietnam. It
consistently urged
Vietnamese kids to be
active and strongly
communicates about the
brand message.
Consistent Brand Message
Extremely consistent brand
message of delivering “năng
lượng bền bỉ” (energy for
perseverance) to create a
“năng động” (active) Vietnam.
1. Remains CONSISTENT across all
forms of representation in a long
period time.
2. Evokes a positive EMOTIONAL
response from your target audience.
HOW MILO BUILDS
BRAND

14. MILO TAPS IN THE STRONG DESIRE OF PARENTS TO MAKE
THEIR KIDS BECOME “A CHAMPION”
Parents, especially in Vietnam, are obsessed to make their
kids become their best in life.
While they do their best to prepare the child for life ahead,
they know that success in life needs more than skills learnt
from books. Through sports, children will learn to persevere
through hardship, find courage over fear, work as a team,
find self-belief, be respectful and learn how to lead.
By tapping the right desire in a provocative creative device
of “champion”, Milo could easily trigger the emotional
response from their TA and build top-of-mind ownership of
the term “champion”.
-> CONSUMERS WANT TO ASSOCIATE THEMSELVES WITH
MILO AS THEY SHARE THEIR MISSION OF DEVELOPING
FUTURE CHAMPS (BRAND LOVE)
1. Remains CONSISTENT across all
forms of representation in a long
period time.
2. Evokes a positive EMOTIONAL
response from your target audience.
HOW MILO BUILDS
BRAND

15. 2017
MILO launched the story of a true champion, aimed at the credit-driven mindset of Vietnamese
parents and opens a definition of Champion that is more emotional.
Not academic recognitions, but sport is what teaches students resilience, teamwork,
appreciation of daily achievements - that’s what makes A CHAMPION.
THE DEFINITION OF A CHAMPION
2018
2019
By the image of a champion made from MILO, MILO has linked the role of the product into
Champion. MILO provides energy for children to play sport and become champions.
Champion made from MILO - Let's be with MILO to nurture future champions
When the image of Champion is closely linked with MILO in the minds of customers. MILO
continued to enhance the image of Champion by adding durability as a device through
the Creative device as "Vật cũ mòn". At the same time, Milo created a platform for TA to
share their story via social media.
A champion made from MILO is a resilient champion.
CREATE BRAND LINKAGE WITH “CHAMPION"
ENHANCE THE “RESILIENCE" ATTRIBUTE WITH AN INTERACTIVE CAMPAIGN
“NHÀ VÔ ĐỊCH THẬT SỰ”
“NHÀ VÔ ĐỊCH LÀM TỪ
MILO”
“VẬT CŨ MÒN RÈN NÊN
NHÀ VÔ ĐỊCH”
MILO successfully triggered positive emotional response with the development of
the “champion” story. The brand becomes emotional as it’s getting more “human".

16. ANH NGUYEN VIET LINH HOANG HAI HOAI THUONG
THANK
YOU
YOUNG MARKETERS ELITE DEVELOPMENT 7