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Group Report

<b>Group Sailor Moon </b>

Nguyen Le Ha My SS171195 – 100Nguyen Thi Thu Ha SS171164 – 100

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Table of Contents Introduction, SWOT, Insight, Big Idea

1. Introduction 2. Insight 3. Big Idea 4. SWOT

1. Target Customers 1. Competitors

a. Successful Strategies

1. Content Marketing 2. Social Media

3. PR Online

b. Unsuccessful Strategies 1. Mobile Marketing 2. Email Marketing

IV

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I. Introduction, SWOT

1. Introduction

Milo is known as a popular drink in Europe, America, .. was founded in 1934 by Australian inventor Thomas Mayne, later bought the copyright by Néstle for exclusive production. In 1994, Milo first appeared in Vietnam with powdered milk products. After nearly 30 years of operation, Milo is still constantly improving old products and launching new product lines and has successfully grown in countries such as Vietnam, Japan, Malaysia, India, China,…

2. Insight

The family is always a companion on the journey of growing up in the child, always wanting the child to develop comprehensively. But in recent years, due to the social context of Vietnam, it has created pressure on the development of knowledge in learning for children, forgetting the role of sport - an important part of the puzzle for the development of children. child's holistic development that parents are looking for. In the heart of parents, they all want their children to develop both intellectually and physically, but they do not have enough time to accompany their children on the path of equal development in both aspects.

3. Big Idea

Due to the influence of society and the ideology of wanting their children to succeed, parents often tend to want their children to focus on their studies and achieve high academic achievements, not wanting their children to spend time on sports but spend time in sports. tutoring time, etc. Milo wants children to be able to conquer their passions, make breakthroughs to overcome prejudices and overcome themselves, which always goes hand in hand with the physical strength gained from practicing sports and is especially indispensable. support and sharing from parents and let their children participate more in sports activities.

Milo accompanies the fire and strengthens the confidence of parents on the journey with their children to grow up with sports, because "Sport is the best teacher". Through sports, children can practice physical fitness, have teamwork, develop character, and have a positive attitude to care about people. " Endurance - confidence - determination to create the mark of a champion "

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4. SWOT

- Professional and detailed marketingcampaigns: advertising, PR, and marketiprograms are all very methodical and humaeasily touching the hearts of consumers. At same time make customers feel secure and

- Wide distribution network: With a global presence and strong network of parent compNéstle, Milo is easily accessible to consumBesides, Milo is combined with online salchannels, supermarkets,...

- Do not change the packaging design: Whiother brands try to change the packagingattract more customers, Milo remains loyal to old designs, making consumers feel bored. - No change in taste: Over the years since inception, Milo has only kept one chocolaflavor ingredient. Although Milo with othecountries has a taste adjustment, there is nothing too different and outstanding.

- Environmental protection: Milo has startedusing efficient and environmentally sapackaging methods. For large businesses thaattention to the environment and consumhealth, they will attract a large number customers.

- Product Awareness: With abundant financiresources from Nestle, Milo can spend heavilylarge sports events with global coverage, whhelps to increase consumer awareness of brand.

- Fierce competition in the dairy market suchas: Ovaltine, Dutch Lady, forced Milo to comup with appropriate and bold marketing strategto stand firm in the market.

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II. Target Customers, Competitors

1. Target Customers

Milo's target customers are parents with children aged 6-14. Factors influencing purchase are TVCs and TV programs, which are an effective source of information for customers. In Digital Marketing, Nestlé Milo outlines the images that support your child's physical activity through The benefits of providing nutrition and energy in consumer's mind, but instead of the destination is "their children", then these campaigns are mainly weakly directed to parents of children with age from 6-14.

For children between the ages of 6-14 years old are active, creative,... the average frequency of milk use per day is 1-3 boxes per day.

2. Competito rs

Vinamilk - The largest dairy market share Vietnam (36%).

- Wide distribution network.

- The source of raw materials has not been active, heavily dependent imports.

- The market share of powdered milknot high

Dutch Lady - High product quality. - Good customer care system. - Reasonable prices, diverse product

- Not yet an autonomous and managsource of raw materials.

- Unstable quality Ovaltine - Good product quality.

- Quick response to new trends.

- Marketing strategy is considered qua fuzzy pale and unremarkable turn o

III. Marketing Strategy

a. Successful Strategies 1. Content Marketing

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Currently, to promote online growth for businesses strongly, content marketing is one of the "weapons" that businesses cannot ignore. There are many examples of companies and businesses that have successfully built their brand value through solid content strategies. Nestlé Milo is one of the businesses that have succeeded in this Content Marketing.

1.1. Visual Content

For Nestlé Milo, Content can be considered a vital tool for businesses. Milo has had huge wins with Visual Content series about children's sports. First of all, TVC " True Champion " was launched on the most popular social networks such as Facebook and YouTube. It carries a message about the importance of sports, TVC " True Champion " has attracted a lot of attention from the community. Not stopping there, TVC continues to reach a wider audience through popular TV channels.

Next, real life videos, real stories about " True Champions", besides always paying attention to books and school exercises, parents encourage their children to participate in sports, helping them achieve special successes that are published on social networks. Those are the best inspirers to help make this strategy even more successful.

Not only encouraging parents to let their children participate in more sports activities, realizing the need for diverse, attractive and interesting sports activities at school as well as children's cultural houses. For children, Nestlé Milo has participated in the Government's project " Overall development of physical fitness and stature of Vietnamese people in the period 2011-2030", implementing the program " Dynamic Vietnam ", supporting the Sports kits for schools, organizing and promoting the school sports movement. With this Content series, the main audience that this strategy is aimed at is mothers, who always want the best for their children. And that has brought Milo great results.

After launching, Milo's advertising campaign has reached 19 million views, attracting 3,057,757 children to participate in sports activities within the framework of the " Dynamic Vietnam " program. In particular, 181,099 parents pledged to join Nestlé Milo to build a healthier and more energetic future Vietnamese young generation.

Not stopping there, Nestlé Milo was honored to win a prestigious award at the Effie Awards in Singapore for the advertising campaign " Dynamic Vietnam " under the project: " Overall development of physical fitness and stature of Vietnamese people. " for the period 2011 - 2030 by the government.

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Thus, Milo has become the first brand in the food and beverage industry from Vietnam to receive this award

1.2. Interactive Content

Besides the Vietnam program launched in 2016, MILO also organizes a variety of outdoor sports activities such as: Phu Dong Fitness Association, School Football Tournament, Student Basketball Tournament, Vovinam Tournament, Swimming for All City Students, Energy Summer Camp, Walking Festival for the Vietnamese Generation, etc., to contribute to the development of school sports and bring sports spirit to children from all over the country. .A series of exciting and quality sports activities have been held in many provinces and cities, attracting tens of thousands of children, parents and teachers to participate.

Not stopping at conveying the message through personalized billboards and promotional videos based on real stories, Milo also created the program " Make a mark of a champion in your child " for parents to freely design unique photos and videos for their baby and share their child's growing up sports story. When participating in this program, children will have the opportunity to receive an extremely attractive prize of Milo x Biti's Cool Kids' Club " super shoes ". In particular, the shoe box is also personalized with the enthusiastic and meaningful letters of parents for their children in the journey of adulthood. The program was well received by Influencers and attracted a large number of parents, with thousands of people sharing photos and stories of their children on Facebook.

MILO also constantly "fires" the passion for sports and helps children maintain an active lifestyle anytime, anywhere. Typically during the time of social distancing due to the COVID-19 epidemic, the brand encouraged children to keep their sports habits through the online version of the Energy Summer Camp program and the Milo ChampSquad app, which provides a series of videos. The exercise guide is compiled by experienced coaches in Vietnam. As a result, school holidays are no longer boring, children can find joy, exercise and release energy at home.

1.3. KOL

After launching the TVC " True Champion " attracting the attention of many viewers, especially the feedback from Vietnamese mothers, Nestlé Milo continues to reach a wider audience through the voice

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of the community of several KOLs. It is director Tran Luc with the story " Bom does math and plays football ", actor Manh Truong takes his children to school and confides in sharing clips, or as simple as VJ Thuy Minh speaking out about a paradoxical story " how much does it weigh " only in Vietnam. 2. Social Media

Besides, last April 2021, to advertise the product "Milo - Balance breakfast", Nestlé Milo Vietnam invited Le Dang Bach - Champion of The Voice Kid 2021 and Rapper Ricky Star to play the MV " Enough Cool Substance.” Milo has taken advantage of the talents

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emerging today to attract viewers. The MV has been viewed more than 6 million times on the Milo Vietnam Youtube channel.

MILO also constantly fuels the passion for sports and helps children maintain an active lifestyle wherever they are. Typically during the time of social distancing because of the COVID-19 epidemic, the brand encouraged children to keep their exercise habits through the online version of Energy Summer Camp and the "Stay at home but don't stay home" program, provides a series of YouTube videos with exercise instructions compiled by experienced coaches in Vietnam. As a result, school holidays are no longer boring, children can find joy, exercise, exercise and release energy at home. Youtube is a very potential interactive channel of MILO. This channel provides Milo with an effective means to share promotional videos, how-to videos, and educational content related to sports and nutrition with her audience. Besides, Youtube also provides interactive features such as commenting, sharing and rating, which helps Milo interact and create links with her audience. Therefore, Youtube is a powerful and potential communication channel for Milo to interact with his potential and current customers.

2.2. Social Network

After having a certain position in the user's mind through promotional activities on Youtube, Milo uses social networks as a means to build relationships with potential customers and lead to customer satisfaction and loyalty as they get taller over time.

Facebook is the most popular social network in Vietnam with 72.770,000 users (accounting for about 73% of the population) (according to NapoleonCat, January 2021 statistics), so Nestlé has taken advantage of this social network as a place for businesses. appeared the most, in addition to the company's official website.

On Milo's Facebook page, we can easily see full posts about brands, products, customer care policies, and promotions. The content displayed in the form of images, and videos, is very vivid, and easy to reach customers. With more and more articles, and interesting and valuable posts on Facebook, Milo has more valuable opportunities to gain new insights about her customers, know what they care about, and motivate them to choose her products. At the same time, Milo fully measures its conversions for posts and ads across channels to see which campaigns are performing well and which need improvement.

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In addition to Facebook, Milo also invests in developing other social networking sites such as Instagram and Twitter. These platforms help Milo increase brand awareness, reach a certain target audience, increase their loyalty and introduce new campaigns of the business to customers.

Social networks have very precise targeting capabilities, allowing MILO to reach the exact audience they want. This helps to reduce advertising costs and increase advertising effectiveness. Additionally, social networks provide a platform for brands to interact with customers through posts, ads, live chat, and feedback. This helps build trust and increase interactions between customers and brands. In short, Facebook and other social networks contribute significantly to helping MILO increase brand awareness by providing brands with tools for precise targeting, community building, customer engagement and sharing data to create more effective advertising strategies.

3. PR Online

Currently, Nestlé Milo uses 3 main online PR channels, including social networks, news and newspapers. Nestlé Milo focuses on strongly promoting online PR mainly through social networking channels.

3.1 Social media channels

Milo has leveraged and invested heavily in reaching and influencing customers through social networks, which is how they often apply in Digital Marketing campaigns. In order to attract more customers, Milo has designed an attractive voucher package program, thereby attracting the attention of a large number of users and mothers, and creating interactive results and impressions.

An article by Milo has reached millions of likes and received positive feedback from users on social networks. This shows that social media is becoming a necessary part of everyday life. Businesses understand its value and leverage this medium combination to increase sales through daily campaigns, on platforms like Facebook, Youtube, Instagram, and many more. Milo has launched an impressive campaign through these social media channels.

Milo Nestle not only appears on social media channels but also acts as a sponsor and is often mentioned on Youtube channels with a significant number of views. They also appear regularly in life videos on other Youtube channels.

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