Midterm

SOCIAL MEDIA
PLAN PROPOSAL

Social Media Marketing

Lecture: Đỗ Huỳnh Lâm Thịnh
Group 5 - Term: 2234
 GROUP MEMBER

Nguyễn Phước Thương Trần Ái Nhi Phạm Ngọc Minh Thư

Nguyễn Vũ Thuỳ Dung Ngô Phúc Loan Nguyễn Hữu Minh An

 AGENDA

1. INDUSTRY OVERVIEW
2. BRAND UNDERSTADING
3. TARGET AUDIENCE
4. PROPOSAL STRAGEGY
5. TACTICS AND MEDIA TOOLS
6. BUDGET AND KPI
1. INDUSTRY OVERVIEW
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and KPI

Others
USD 3.49 billion is the revenue of 17%
Vietnam's milk industry in 2022

Bilion USD
11.6% - CARG compound growth rate Vina Soy Vinamilk

from 2018 - 2022 7% 40%

USD 73.01 million is the estimated Nestle

revenue of milk substitute industry 7%

17.15% - CARG forecasted 2023 - 2028 TH Food

11% 2020 2021 2022 2023
+80% urban households buy milk Friesland Campina
Energy drink at home
every month 18%
Energy drink out of home

The milk substitute industry, The energy drink industry is

Milo leads the
including Milo, still growing steadily thanks to
barley milk industry
Growing faster than the whole energy drinks at home
milk industry

Milo takes advantage of the

Source: Kantar, Statista, SSI potential of two industries
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and KPI

Sting Redbull Milo Number 1 Wakeup 247

Energy drinks help

Strawberry- Energy drinks
overcome all Barley milk compensates Unique energy drink
Positioning flavored energy maximize strength,
challenges, alertness while studying with coffee flavor
drink conquer challenges
conquer dreams

Energy drink for

Brand No. 1 energy drink Barley drink helps to stay No. 1 energy drink from Energy drink help
breakthrough
image from Thailand awake Vietnam eliminate fatigue
vitality

User Youth Go to work Youth (almost student) Youth, Sportmans Youth

Strawberry,
Flavor Sugar taste Chocolate, mint Sugar taste Sugar taste, coffee
sweet

Milo Dynamind has a different taste than other energy drinks on the market
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

CONSEQUENCES of ENERGY DRINK

Most energy
Most energy drinks
drinks are
are high
high in
in sugar
sugar Thinking&&Quality
Thinking Qualityof
ofHealth
Health
andcaffeine,
and caffeine,leading
leadingto:
to:
-Arrhythmia&&hypertension
-Arrhythmia hypertension
-Sleepdisorders
-Sleep disorders
-Overweight&&obesity
-Overweight obesity
-Diabetic
-Diabetic

MiloDynamind
Milo Dynamindovercomes
overcomesthe
the
long-termmental
long-term mental&&health
healthweaknesses
weaknesses
ofconventional
of conventionalenergy
energydrinks
drinks
2. BRAND UNDERSTANDING
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

Milo Milo Dynamind USP

Taurine
TOP BRAND in liquid milk Body Get sober
Green tea leaf
category
TOP BRAND in liquid milk
ENERGY BEVERAGE Increase
category Natural mint flavor
strongly associated with concentration
ENERGY BEVERAGE strongly
sports and
associated good
with sportshealth
and good
+11 MILLIONS Milo briks Contains high
health
quality milk protein Extra energy
having
+11 reached
MILLIONS kidshaving
Milo briks
reached kids nationwide
nationwide
+2.5 MILLIONS kids having PIONEER in engergy drink with mint flavor,
+2.5 MILLIONS kids having
engaged in MILO sport taurine
engaged in MILO sport
grassroots activities
grassroots 3 MAIN USES: provide energy, supplement
GOLD BRANDactivities
nominated by The
GOLD of
Ministry BRAND
Health ofnominated
Vietnam in by
essential nutrients and increase alertness and
Theas
2014 Ministry of Health
A Gold brand in the of
food concentration
category
Vietnam in 2014 as A Gold
brand in the food category

Source: Milo Brand Team, Nhà thuốc An Khang, Natural Society

 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

Milo Dynamind
With the Cocoa-Minty flavor
Milo Dynamind confidently accompanies the sober Gen Z

However, 54% don't know about

Milo Dynamind
The new taste is totally different from the Milo Dynamind has not enough
traditional one, which make it hard to 22% don't like attention and motivation for Gen Z to
reach new customers Cocoa-Minty flavor try the product

Meanwhile, Therefore,
Current energy drink products only help stay awake Milo Dynamind overcomes the long-term mental and
in the short term but the long-term consequences health weaknesses of conventional energy drinks
are very worrying

Source of Growth: Increase consumption & frequency of usage

New buyers from energy drink In-home customers

Loyal customers New buyers

Source: Group 5 Survey
3. TARGET AUDIENCE
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and KPI

Consumer Trend Social Listening Gen Z Pain Points

42% Gen Z tend to gradually pay Like to drink Milo with coffee to Peer pressure is the current
attention to and choose drinks for drink state of Gen Z
health purposes
Hate paper straws because it's too 12% Gen Z use social media
+30% Gen Z drinks at least 1 box of hard to drink to pressure their peers
flavored milk every day
Likes drama, negative and funny 46% feel stress all the times
Chocolate flavored milk (18%) is the content
most preferred choice for Gen Z Difficulty balancing life is a
current problem of Gen Z
Improving digestion & physique is a Milo can take advantage of content
priority for Gen Z that Gen Z cares about to create
attention
Starting a new day, in the meal is Milo Dynamind acts as a
the opportunity to refill the drink for Milo can encourage Gen Z to friend to help Gen Z
health incorporate Milo Dynamind to overcome these problems
create their own tailored flavor

Milo Dynamind is good for health in

line with the trend
Source: Q&Me, Kantar, Deposite, Facebook
 TARGET AUDIENCE
DEMOGRAPHIC BEHAVIOUR
Age: 18-25 Care about health

Job: Student, Intern, Junior officer Willing to pay for healthy products

Income: 4 milions - 10 milions Working while studying

Place: HCM, Hanoi Spend time for playing sports

MEDIA HABITS Regularly running deadlines

Facebook, TikTok, Google for news
Often use energy drinks when you
Facebook, TikTok, Youtube for want to stay awake
entertainment
PSYCHOLOGY
Youtube for watching movie Often peer pressured

Shopping on Shopee, Lazada, TikTok Have a lot of ambition, desire to

Shop balance all aspects of life

ShopeeFood, GrabFood Open-minded, extroverted

Source: Decision Lab Q1, 2023

 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

I N S I G H T
The balance between finding ways to stay awake and stay healthy
is becoming a challenge for me. I wanted to find a way to get
energy without having to rely on stimulants like coffee or energy
drinks. So that I can be wise in my lifestyle and thinking

I want to have more energy Energy drinks have a very

I need a solution that can
quick wake-up effect
to do the things I like but keep me awake but not
But they are stimulants,
sometimes my body is tired drinking too much won't be adversely affect my health
good

TRUTH TENSION MOTIVATION

 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and KPI

Touch Points

Alternative Postpurchase
Stage Problem Recognition Information Search
evaluation
Purchase decision
evaluation

E-commerce (Bach
Social media Social media
hoa xanh, TikTok,
(Facebook, TikTok, platform (TikTok,
Social media posts, Shopee)
YouTube) Google, E-commerce (Bach hoa Facebook)
Online short video Online
Bing
Social media
xanh, TikTok, Shopee) E-commerce (Bach
articles Vlog communities sharing
Facebook hoa xanh, TikTok,
Review on Short
community Shopee)
video TikTok

University, near coffee Supermarket, Supermarket, Supermarket,

Gym, hospital,
shops, cinemas, convenience store, convenience store, convenience store,
Offline convenience stores,
supermarket,
grocery, vending grocery, vending grocery, vending
convenience store
supermarkets machine machine machine
4. PROPOSAL STRATEGY
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

STRATEGIC APPROACH Marketing Objective

Brand Role Become Top-of-Mind Healthy Energy

Milo Dynamind builds a long-term image
Drink in HCM and Hanoi
of its sober and healthy effects

Communication Objective

Converting energy drink customers to

Milo Dynamind

Attract Gen Z who are using toxic

Business Objecitve
energy drinks and Gen Z who
need to balance their lives Revenue 2.2 billion dong in 6 months
through social media 146,667 milk cartons in 6 months
 BIG IDEA
At the time near the end of the year,
the pile of work and busy life make it
impossible for us to stay awake to
pursue our passions,
MILO DYNAMIND appears as a
companion in this important time.

BẬT TÂM TRÍ

Key message TIẾP LỬA HÀNH TRÌNH
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

MESSAGE BẬT TÂM TRÍ, TIẾP LỬA HÀNH TRÌNH

PRE-PHASE TRIGGER ENGAGE AMPLIFY

PHASE
1/7 - 14/7 15/7 - 31/7 1/8 - 30/11 1/12 - 31/12

Create a discussion To increase brand affinity

about the harmful Increase the frequency of users using and brand remindness.
effects of energy Increase Product Awareness the product
OBJECTIVE
drinks to push MILO Increasing Product Affinity User-oriented is the taste of MILO
products DYNAMIND is not bad

Lauching Remind Post,

Influencer Marketing
Micro, Nano Influencers Series Viral "Nếu tui tỉnh" CSR activities
KEY HOOK
Marketing Youtube Ads 30s
Viral Dancing Video
Mini Game
Tiktok

SUPPORTING YouTube, PR Articles, Celebrity Facbook posting,Tiktok

Facebook Group Seeding OOH, Seeding Group, KOL, Social Media Ads
TACTICS Partnership (MV collaboration) videos

BUDGET 48.000.00 645.000.000 1.430.000.00 62.500.000

 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PRE-PHASE INFLUENCERS MARKETING

TIMELINE: 1/7 - 14/7

STELLA DAY 13 :
tiktoker specialized in truth and
knowledge of multiple major

CAO CƯỜNG VŨ :
has influenced many series of facts,
has good knowledge and analysis
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

GROUP SEEDING
DEMO CONTENT TIMELINE: 1/7 - 14/7

Participants in seeding group to create posts discuss

Trời ơi tôi uống nước tăng about the harmful effects of energy drinks and then
lực hồi xưa 1 gày 3 chai giờ insert information to promote MILO products
bảo sĩ bảo như này
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

TRIGGER VIRAL CLIPS

TIMELINE: 15/7 - 31/7

3 viral clips
'NẾU TUI TỈNH'

1. 'Tinh thần bừng tỉnh - đầu óc cực tỉnh' :

The man worked a lot, tried to stay awake and drank energy drinks
every day, 3 months later became obese and went to the hospital.
>> MILO DYNAMIND fell down like a savior, after 3 months the man improved
his physique and stay cool all the time.

AND SO ON WITH THESE TWO VIDEOS _ MATCHING CONTENT WITH THE TAGLINE
2. 'Tinh thần bừng tỉnh - sảng khoái tuyệt đỉnh'
3.' Tinh thần bừng tỉnh - sáng tạo cực đỉnh'
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE ENGAGE

4 MONTHS (1/8 - 30/11)

Increase the frequency of users using the product MILO DYNAMIND

OBJECTIVE
User-oriented is the taste of MILO DYNAMIND is not bad

Influencer MKT
KEY HOOK
Mini game

Seeding MKT
Advertising
SUPPORT
PR
Wifi MKT
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE ENGAGE

INFLUENCER

Change users' minds about MILO DYNAMIND

TIKTOK FACEBOOK
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE ENGAGE

INFLUENCER

TIKTOK
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE ENGAGE

CONTEST
ONLINE

Interactive content

Mini game:
Quizzes
Puzzle
Calculate
=> Gift: Cash, Apple
Product,...
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE ENGAGE

SEEDING
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE ENGAGE

ADS
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE ENGAGE

PR

Cơn sốt mới nổi: Pha chế MILO DYNAMIND theo các
hướng dẫn hoàn toàn mới trên "Tóp tóp
MILO DYNAMIND một sản phẩm của thương hiệu MILO đã được cho ra mắt
Create curiosity about the cách đây không lâu và vừa gây sốt trên kênh mạng xã hội phổ biến hàng đầu
của giới trẻ hiện nay Tiktok.
applicability of the product
Các video thực hiện trào lưu pha chế lại MILO DYNAMIND thành các món đồ
through challenges and uống cực kỳ sáng tạo như kem ly MILO DYNAMIND, cappuccino MILO
DYNAMIND, đến việc sử dụng sản phẩm làm nguyên liệu cho các món bánh và
encourage buying and trying món tráng miệng, đang được quan tâm và hưởng ứng rất nhiều trên Tiktok

Emphasize the easy-drinking

taste
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE ENGAGE

ONLINE
KOL

Trong Hieu is a famous singer and

dancer in Vietnam.

Reason: Trong Hieu has an active and

active lifestyle, always burning with
passion because of his passion, which is
very suitable for the campaign image.

Implementation: Using images in

media publications
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE ENGAGE

OOH

Place in crowded places to

attract attention:
Bus station, train station
Bus stop
Traffic roundabout
Elevator
Shopping mall
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE ENGAGE
Channel
CHANNEL

Physical store Online store

water vending
machine

Distributing products at physical stores and e-commerce

platforms.
At physical stores combine WIFI MARKETING to once
again emphasize the product
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE AMPLIFY

1 MONTH ( 1/12-31/12)

POSTPURCHASE EVALUATION

Social media platform (TikTok, Facebook)

ONLINE E-commerce (Bach hoa xanh, TikTok, Shopee)

OBJECTIVE Increasing Brand Engagement

Post Content: 'When mentioning the Milo Dynamind product, what's your initial
impression? → Increase interaction by having customers vote.
Run FB Ad → Duration: First week → 3500 interactions, 200 clicks. Projected: 2 million VND per
Objective: Product reminder; simultaneously boost interaction through voting. post per week
Running
Product
IDEA Reminder
Influencer Marketing: Book KOC: Trọng Hiếu → Creating an Energetic Passion Awakening
Posts
Dance Trend → enhance engagement through a twist video. Booking: 40 million VND
Platform: Tiktok
→ FB: 1 post urging participation in the dance trend.
Duration: 20 days.
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE AMPLIFY

ONLINE

Booking influencer

Trọng Hiếu Idol - (1,7M followers) - won the championship

of the Vietnam Idol 2015 competition. He is known for his
impressive choreography, often leaving a strong
impression with his confident energy and handsome
appearance that commands the stage.

#MiloDynamind #Vudieuthuctinhdamme
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and Timeline

PHASE AMPLIFY

OFFLINE Supermarkets, convenience stores, grocery shops (Offline) --> Create promotions

2 packs → Peppermint leaf keychain→ Expected: 300 units Keychain: 4,000 VND/1 keychain = 1,200,000
6 packs → Milo Dynamind office pillow → Expected: 150 units VND/300 pieces
Office Pillow: 40,000 VND/1 pillow =
6,000,000 VND/150 pieces
Advertising: Associate the product with local and national sports events or competitions; educational
centers and English language centers to create a connection with the target audience and leverage
the product's health and energy benefits.

CSR: Fundraising activities to gift presents to underprivileged students at Binh Chanh High School, Ho 1 box of Milo Dynamind milk: 280,000 VND/1
Chi Minh City, and Tran Dang Ninh High School in Ung Hoa District, Hanoi, during Christmas season: box of 24 bottles → 8,400,000 VND/30 boxes
Fundraising activity: Through the awakening dance trend by Trong Hieu, each participation in the Stone seat: 550,000 VND/1 seat → 1,100,000
trend or duet/ stich video featuring Milo Dynamind will contribute a portion (suggested: what % or VND/2 seats
Large umbrella: 900,000 VND/1 umbrella →
1,500 VND per box) to a charity fund for gifting presents to students in difficult circumstances
1,800,000 VND/2 umbrellas
during the Christmas of 2024.
Basketball hoop stand: 2,000,000 VND/1
KPI: 1000 hashtags + 300 videos
stand → 4,000,000 VND/2 stands
Gifts: 1 box of Dynamind milk + Envelopes for underprivileged students (estimated 20 households), Total: 6,900,000 VND + milk 8,400,000 VND =
separate gifts of infrastructure for the school: 1 stone seat, 1 umbrella, 1 basketball hoop 15,300,000 VND
BUDGET
 Industry Overview Brand Understanding Target Audience Proposal Strategy Tactics and Media Tools Budget and KPI

KPI REACH INTERACTION CUSTOMER REVENUE

FACEBOOK (LIKE, SHARE, COMMENT) :

Trigger 1,000,000 150,000 1,467 220,000,000 VND
TIktok (LIKE, SHARE COMMENT: 150,000)

FACEBOOK (LIKE, SHARE, COMMENT) :

Engage 1,500,000 160,000 8,800 1,320,000,000 VND
TIktok (LIKE, SHARE, COMMENT): 240,000

FACEBOOK (LIKE, SHARE, COMMENT) :

35,000
Amplify 500,000 4,400 660,000,000 VND
TIktok (LIKE, SHARE COMMENT: 65,000)

TOTAL 3,000,000 1.200.000 14,667 2,200,000,000 VND

THANK YOU FOR LISTENING