MILO DYNAMIND -

DRINK IT, DANCE IT

THE PROPOSAL
Phạm Công Thái
UEH - School of Media Design
K48, a student majoring in
media design

T E A M Dương Nhật Duy

CÁ VOI
ISB - Western Sydney
K48, a student majoring in
international business
EXECUTIVE SUMMARY
MARKET RESEARCH
This part will show specific data about
consumption trend, competitors,
brand advantages and business case
analysis
EMPATHY
We deeply understand the motivation
of the customer, then, we figure out
the insight of the customer and draw
the customer avatar. Noticeably,
young dancers are the main target we
focus on the proposal
OCCASION
The energetic mood of the campaign is best
expressed by choosing events depending on
how long it takes young people to get from
practice to dancing. Simultaneously, this
contributes to the product's more intriguing
and stunning launch in the eyes of youngsters.
MARKETING PLAN
The marketing plan is proposed on the
base of market research and empathy.
The purpose of this marketing plan is not
only to increase sales but also to help the
young community know more about
products and brands. Through dance-
related campaigns, young people will
have the opportunity to express
themselves and immerse themselves in
this vibrant new energy.
RESEARCH
60% MILK FLAVOUR
Noticeably, fresh milk
PREFERENCE with sugar is the most
MARKET
33%
favorable while others are
40% Male unpopular. This indicates
Female a hardship for the mint
and green tea flavor of
Dynamind.
20%

33% people claim that 0%

fresh liquid milk is the Fresh Fresh milk Fresh Fresh Fresh milk Others
milk with milk milk with
most common product with chocolate with less without strawberry
(see figure A1) sugar flavor sugar sugar flavor
 OBSTACLES
With the lack of support available for
other flavors in milk such as mint and
green tea, it will be difficult for brands n many Asian countries, milk is
to reach consumers with mere frequently added to coffee and tea for
advertising. This requires thorough

Taste is both a research in flavor combinations as

well as a consensus from the public
the purpose of enhancing flavor. When
paired with food or beverage
that the taste is truly enticing.

motivator and alternatives, milk intake is motivated

even more by flavor and enjoyment. In
a deterrent to BENEFITS
order to avoid unfamilarity in this new
flavor combination, educating
milk drinking.
When individuals are enticed enough with
the flavor, they might then consider customers on the various consumption
consuming milk regardless of the nutritional
benefits (Liem & Russell, 2019). Taking occasions and 'pairings' may aid in
advantage of this, brands can promote more
freshness in taste: refreshing mint, relaxing increasing consumption.
green tea,... and effective wakefulness as
almost very few brands until now can exploit
this unique combination.
 NUTRIBOOST YOMOST LOF MALTO
Yomost is a well-known and loved brand in the Barley milk brand named Lof Malto in October 2022
It is to bring comprehensive quality
field of yogurt and yogurt-based beverages in with the message "Lof Malto - Lead with Lof" - Loving
products and support long-term health
COMPETITORS
Vietnam, with quality products and diverse flavors. energy leads the future.
development for consumers.

#NUTRIBOOST #SauGioHocDenGioYo Target customers: #LofMalto Target customers:

#NapDuongChat Target customers: #lophochoanmy Teens,...
Kids, Teens, Women,...
#MotCamGiacThatYomost Teens,...
#BatPhongDo #Yomost #totinhhoanmy

Lastest Product: Nutriboost Oreo currently
captures attention of the Vietnamese teens
on Tiktok
Activities:
Campaign #CuoiNamPhongDo
Minigam on Facebook
PR through micro-influencers, comics
Facebook fanpage, news fanpage,...
Newsworthy: Yomost collab with Đấu trường
sinh tồn to create "Yomost Đấu trường sinh
tồn" in 2021 to advertise the products
Activities:
Several ads on social media platforms
Minigame on Facebook
Trend "Giờ Yo biến hình nào" (2020) created
Noticeable: LOF MALTO focuses on
activities attracting the teens, such as
film series, gameshow,... in order to
promote the brand name
Activities:
Create key comics characters for brand name
Sponsor for MV "Đi yêu mọi người" - Đức Phúc
Sponsor for "Lớp học hoàn mỹ" show that
reaching the top trending in 20/07/2023

DEEP DIVE INTO MILO
Milo was invented by Australian inventor Thomas
Mayne in 1934, and acquired the exclusive production
rights by Nestlé. With nearly 30 years in Vietnam, MILO
has been one of the top brands in liquid milk category
with the signature taste that Vietnamese kids love.
MILO DYNAMIND
Currently, Milo has promoted a new
product named Milo Dynamind mixing with
green tea and mint New MILO Dynamind
will give you the boost you need as it is
specially formulated defeat distractions,
quickly regain to focus and physical energy
WINNING POINTS
Milo Dynamind is the combination Cocoa-Minty
flavor, Green tea, Taurine and Vitamin B
Taste complex, which creates a novel taste that can
intrigue the teenagers' taste
Sticking to mental and physical stamina, the
Message message is considered trendy, reasonable and
attractive to the Gen Z
Collage Art is thoroughly applied throughout the
entire packaging. With the witty wordings and
Packaging trendy visuals, the package has demonstrated
captivation in terms of aesthetics.
#MILO #MILOVIETNAM #TheHeYChi
Hashtag #CoChiThiNen #RenYChiTuTheThao
A n a l y z e B u s i
Analyze Business Case n e s s C a s e
SITUATION COMPLICATION QUESTION
Milo transfers itself from Milo would love to stick How to pursuade the
a liquid milk household the product to daily teenagers to increase 150%
name for kids to a brand activities (occasions) of sales volume uplift
sticking to teens, Vietnamese teenagers in (compared to H2'2022)?
especially Gen Z (from 16 the hope that Milo
- 26 years old) mostly Dynamind will help How to reach +2M trials and
living in urban areas.
recharge teenagers' +2 BES (brand equity score)?
Milo Dynamind is the
consequence of the battery, revitalize and
transformation rejuvenate
 Segmentation Explanation
EMPATHY DEMOGRAPHIC GEOGRAPHIC Demographic Gen Z in this age group easily has a connection with the dynamic message
conveyed, and at the same time, this is a group of consumers who are in the process of
Gen Z (16-26 years old) Urban areas (focus on Ha studying and working hard, so they need to supplement with essential nutrients to help
Male and Female Noi, Da Nang, Ho Chi stay awake and maintain the intensity of work. And based on the above reasons, all genders
Minh, Can Tho) should be equally focused.

Geographic These are mostly big cities in the country and have a fast pace of life, catching
up with the latest trends. This will make it easier for brands to distribute and spread new
product images.

Behavioral For the trend pursuers, theey have the tendency of using the product to keep
BEHAVIORAL PSYCHOLOGICAL up with the masses because of FOMO. As for the other two groups, the product will both
Trend pursuers Outdoorsy people provide energy and a feeling of fullness in the stomach and is considered a light meal.
Typical sport players, People who seek new
dancers experiences (new flavors) Psychological Because of their enthusiasm for explore novel experiences, this target group
People who have the People who crave self- will be an ideal match for the product. The target group is eager to be immersed in the
habit of taking light expression vitality and vibrancy of both the message and the persona that the business want to
snacks during leisure time communicate.
CUSTOMER AVATAR
These consumers are easily attracted by new and unique
ideas, ready to pursue new things.

This target group has a high demand for refueling in their

free time with food or light drinks and tends to buy
products at a low price (because most of the members of
this group are not able to generate high income yet).

At the same time, the group often faces issues with stress
and distraction due to intense workload, and also have
high levels of interest in self-expression. Apart from this,
they are accompanied with the desire to learn about
strong physical exercises such as sports, dancing, ...
Truth - Tension - Motivation model
Truth
More and more teenagers have a
tendency to take part in dancing
activities including Tiktok dance, K-pop
cover or underground dance types
To dance fluently, young dancers have
to practice regularly, which requires
Tension them to have a good mental and
physical stamina to focus and imitate
the dancing moves
The teenagers would like to have a kind
of drink that not only keep their health
Motivation remain good in short term but also in
long term
Insight
"I am a teenager that enjoy
participating in dancing activities, like
K-pop dance, waacking and Tiktok
dance. However, those activities
requires me to exercise constantly,
thus, I will have to recharge my
battery during breaktime. Therefore, I
hope that: There is a kind of drink
that not only cool to quench my thirst
but also support my mental focus
while dancing.
Occasions When they practice dancing
When they participate in dancing events
WHY MILO?
(like, K-pop dance, dance contest,....) 01. The occasions match to the vision and
When they do the Tiktok dance challengs customer target of Milo Dynamind
Dancing is the trending topic
teenagers pay attention to. In
02. Easy to buy at minishops or street shops
every university, there is at least
one dance club. Many famous 03. Provide enough nutritional values to have
dancing competitions can be
counted in this proposal, such
a quick recovery
as: UDC (University Dance
Competition), VUG (Vietnam 04. Quench the thirst with less drawbacks
University Game),....
than softdrink
Challenges
In most cases, liquid milk is considered as a
in-home product, which means, MILO
should have a clever plan for Milo Dynamind
to reach the target customer out of home.
Opportunities
It can be seen that the frequency of Gen Z
going to Minimarket is on a upward trend.
Therefore, we can put more products in the
minimarket. In addition to this, products
should be set up at university slot machine
or canteen for Gen Z buying easily.
 OBJECTIVES "NHẢY ĐI KEOOO!"
MARKETING Business objective: increase at
least 150% sales volume uplift in
6 months compared to H2'2022
Marketing objective: reach at BIG IDEA MESSAGE
least 340 000 trials per month It can be seen that If you need more
dancing is be on an energy to dance, Milo
PLAN

Communication objective: rise

upward trend. MILO Dynamind will make
2 points BES (brand equity Dynamind will not you so slay ("keo") in
THE

only refresh you, but your every move.

score) compared to H2'2022 also encourage you to
dance more and more
DEPLOYMENT PLAN Phase
TRIGGER ENGAGE AMPLIFY
(2 months) (1 month) (2 months)
To rise the empathy that dancing is
To encourage people (especially teenagers) to
long journey you must practice and To create a chance for teenagers to take part
Objectives practice everyday to perform
express their body language, which is in the
in a dancing community
hope that people will be more confident
completely

It's not easy to dance but Milo Don't be shy to dance! Your moves are Dancing is a part of the enthusiasm of youth;
Message Dynamind will support you to be a unmuted voice expressing your motivation, therefore, Milo Dynamind helps you keep
great dancer energy and enthusiasm like Milo Dynamind. energetic to burn your time.

Key hook Music video x Tiktok challenges Dancing circles A dancing competition

Tartics Seeding / PR / micro-influencers PR / KOLs / influencers / micro-influencers Seeding / PR / KOLs / influencers / ads
Phase 1 - Trigger Recently, Umie has become
famous because of the hook
The music video presented by Umie and Tlinh is a
story of a Gen Z dreaming to dance. Gen Z try
everyday to achieve their dream. In that journey,
she sang in the song "Anh là
ai?" in Rap Viet entertainment there is tear, fear and tiredness but they don't
OBJECTIVE show, while Tlinh is known as a stop attaining their dream. The image of Milo
To rise the empathy that Dynamind appears here as a friend helping Gen Z
Umie rapper as well as a dancer. The
overcome this hard situation.
dancing is long journey you collaboration of those two girl
must practice and practice
Tlinh
rappers can strongly capture Music video x
everyday to perform completely the attention of Gen Z
Tiktok challenges

MESSAGE The aim: To make this MV not only trending on Youtube

It's not easy to dance but Milo but also viral on Tiktok with a short cut from the original
Dynamind will support you to MV. We make a dance trend with this short cut on Tiktok
be a great dancer
Phase 2 - Engage
OBJECTIVE
To encourage people (especially
teenagers) to express their body
language, which is in the hope
that people will be more confident
MESSAGE
Don't be shy to dance! Your moves
are unmuted voice expressing your
motivation, energy and enthusiasm
like Milo Dynamind.
The dancing circle
We will draw those dancing
circles on the walking street.
When people come arcoss the
circles, the music will turn on
which is in the hope that
people will dance with music
Come inside to refresh their mind
and Dance! The slot machine will set up
The aim:
near the dancing circles to
bear in minds' cusomers that
To impress the customers that Milo
Dynamind is a brand can regain the
Milo Dynamind sticks to "the
energy after dancing
dance"
To increase the consumption
To intrigue the curiosity of the journalists
Phase 3 - Amplify DANCE COMPETITION
Time: main event will celebrate in 2 weeks (since the
day announcing the casting)
OBJECTIVE
To create a chance for teenagers to Key activities: Aim:
take part in a dancing community
K-pop dance cover To utulize this event to
Judge showcase promote the lastest
MESSAGE Battle dance rounds product - Milo Dynamind

Dancing is a part of the enthusiasm The judge we can invite:

of youth; therefore, Milo Dynamind MAITINHVI - a talented hiphop-er
helps you keep energetic to burn C2 Low - a brilliant waacker
your time.
Sonic Boom - an excellent BBoy
Measurement tracking Budget

KPI Target Measure Trigger Engage Amplify

MV: 5M views, top

Brand communication
trending Youtube
PR: reach 1M people
The data shown by the
platforms and the TOTAL: 635M VND
Contest: reaching 100K count of people coming
people, having 100 to the contest MV: 100M PR: 10M
participants PR: 30M
Singer: 50M / singer Social Media: 50M
Social Media: 100M
increase at least 2 points PR: 20M Judge: 20M/judge
Brand health The company OOH: 15M
BES (brand equity score) Social media: 100M Rented place: 100M

Increase at least 150%

The number of prodcut
Volume sales uplift compared to 270M VND 145M VND 220M VND
bought
H2'2022
Appendix

Reference
Figure A1. Milk products preferences
among the youth in Vietnam

Asia Plus Inc. (n.d.). Các nhãn hiệu sữa nước phổ biến của giới trẻ Hạnh L. (2023, January 12). Chiến lược Marketing của Milo - Con đường trở
Việt Nam - Báo cáo nghiên cứu thị trường | Q&Me. thành "chị đại" ngành FMCG. MarketingAI. https://marketingai.vn/chien-luoc-
https://qandme.net/vi/baibaocao/Cac-nhan-hieu-sua-nuoc-pho-bien- marketing-cua-milo-con-duong-tro-thanh-chi-dai-cua-nganh-fmcg/?
cua-gioi-tre-Viet-Nam.html?utm_source=canva&utm_medium=iframely utm_source=canva&utm_medium=iframely

Source: Q&Me, n.d.