[WLM]_[ROUND 1]. hâhhahahahahahahahahahahah

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1. WLM
1
Marketing
Plan
Team WLM – M1056
for 2H2023
into the gaming drinks industry

2. WLM
2
Current
Market Situation
Households are spending more on Health & Wellness
(42%) and Dairy (40%).
>80% teens still
consume
nutritional drinks
at home
Minimart and Online/Delivery Apps are top chosen
“After dinner” as
2nd most
frequent
occasion teens
consume
nutritional drink

3. WLM
3
A peak into
Another Market
The Global Esports market size was valued
at USD 1.45B in 2022 and is projected to
grow to USD 6.75B by 2023
1.45B
6.75B
60%
of gamers claim to regularly consume
energy drinks
80%
of gamers usually eat and drink while
gaming

4. WLM
4
Solution Overview
Joining a new market is the easiest way to get
acquire new trials while getting genuine feedbacks.
Objective +150% sales, +2M trials, +02 brand equity score.
Solution Penetrate the gaming drinks market, while maintaining the existing customer base.
Target Increase distribution channels, separate channels for each customer segments.
Jobs to be Done
Get teen gamers (16-19yrs) in Vietnam’s 04 big cities,
who consumes gaming contents late at night to try out
Milo Dynamind as it provides rich nutrition for gamers’
health while keeping them awake between matches
“
Why?
Teenagers are growing beyond physical energy into
mental energy need. Mental alertness or cognitive
– mental energy is what they are now looking for
given contemporary packed schedule and rushing
deadline occupying their day.

5. WLM
5
Customer Persona 01
After a full day of activities and socializing,
I feel drained and need a drink to regain
my MENTAL and PHYSICAL stamina to help
me beat deadlines at night!
“
Nutritional drinks could not give me
the MENTAL ALERTNESS boost!

6. WLM
6
Customer Persona 02
“
Energy drinks give me the
cognitive boost but it’s bad for my
PHYSICAL WELL-BEING!
After a full day of studying and
extracurricular activities, I feel fatigue
but still need MENTAL and PHYSICAL
energy to play games with friends and
watch my favorite streamer!

7. WLM
7
Introducing,
Milo Dynamind!
Competitors
Health-improvement
nutritious drink
Rich in nutrition for energy
throughout the day
Low-fat, low-priced
Intestinal health and
immune system benefit
#2 sour milk & yogurt market
Focused on GenZ
preference
Mascot marketing, GenZ
packaging
Affordable energy drink in
Vietnam
Participated in CSR programs
Mature Teens, living in urban cities, are demanding
Physical and Mental energy.

8. WLM
8
Our Customer Persona
Mature Teenagers
•Usually stay up late
•Busy and fast lifestyle
•Actively use social medias
•Likely to be influenced
16 – 19
I need a NUTRITIOUS, high-quality ENERGY drink
that can fulfill my MENTAL and PHYSICAL needs!
I need MILO DYNAMIND!
years old

9. WLM
9
IMC Plan

10. WLM
10
Media Orientation

11. WLM
11
Media Orientation

12. WLM
12
Trade Strategy

13. THANK YOU!
WLM

14. Appendix
WLM
https://www.gwi.com/hubfs/Downloads/Gaming_Personas. pdf
https://www.colormatics.com/article/esports-audience-demographics/
https://interpret.la/fans-of-esports-are-young-relatively-affluent-and-likely-to-spend/
https://newzoo.com/resources/blog/gamer-food-and-drink-consumption-consumer-brands-consumer-
insights
https://www.researchgate.net/publication/365364251_Factors_Influencing_the_Consumption_Behaviou
r_of_Non-Alcoholic_Drinks_in_Vietnam
http://data.conferenceworld.in/IFUNA18DEC16/P493 -512.pdf
https://ictvietnam.vn/the-thao-dien-tu-buoc-chuyen-minh-manh-me-trong-ky-nguyen-
so-26856.html
https://www.brandsvietnam.com/congdong/topic/320785-Data-Station-21-Game-
eSports-tai-Viet-Nam-Dau-truong-moi-cho-cac-thuong-hieu
Documents
https://drive.google.com/drive/folders/1UEt7UDMxCfQW2Giv5WibNTrI5rWc6zlt?usp= sharing