== MINISTRY OF EDUCATION AND TRAINING WT VAN LANG UNIVERSITY FACULTY OF PUBLIC RELATIONS & COMMUNICATION MID-TERM GROUP REPORT TIEP SUC NHA VO DICH TRONG CON NANG LUONG BEN Bi ĐỂ VƯƠN XA MILO'S ADVERTISING CAMPAIGN: “THỂ THAO LUÔN TÌM THẤY NHÀ VÔ ĐỊCH TRONG CON” Major: Introduction to Advertising Instructor: Mr. Tran Ngoc Anh Vu Class course: 231_72INAD30293_01 Assignment due date: 13/10/2023 DECLARATION AND STATEMENT OF AUTHORSHIP Class: 72K28PRDB01-02 Class course: 223 72MARK30282 01 Name Student ID Percentage (%) Huynh Thao Phuong 2273201082208 Nguyén Khanh Vy 2273201082131 Pham Minh Anh 2273201080095 Huynh Gia Linh 2273201080755 Đỗ Nguyễn Phương Uyên 2273201081998 Phạm Trần Gia Huy 2273201080587 Trần Thanh Huy 2273201080592 Nguyễn Thị Bích Trâm 2273201081839 Đặng Ngọc Khôi Nguyên 2273201082207 1. We have not impersonated or allowed ourselves to be impersonated by any person for this assessment. This assessment is our original work and no part of it has been copied from any other source except where due acknowledgement is made.
No part of this assessment has been written for us by any other person except where such collaboration has been authorized by the lecturer/tutor concerned. We have not previously submitted this work for this or any other course/unit. We permit our assessment response to be reproduced, communicated, compared and archived for plagiarism detection, benchmarking or educational purposes. we understand that: 6.
Plagiarism is the presentation of another person's work, idea, or creation as though it is your own. It is a form of cheating and a serious academic offence Page | 2 that may lead to exclusion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited.
We declare that we have read and understood the declaration and statement of authorship. Students’ signature/s Huynh Gia Linh Đặng Ngọc Khôi Nguyên Phạm Minh Anh Nguyễn Thị Bích Trâm nn a ae, q | Pham Tran Gia Huy Tran Thanh Huy Đỗ Nguyễn Phương ? Huỳnh Thảo Phương ACKNOWLEDGMENT First and foremost, we would like to thank our supervisor, Mr. Tran Ngoc Anh Vu. His teaching style and enthusiasm for the course made a strong impression on us and we have always carried positive memories of his classes with us.
Our time in his class has been highly productive and it was a supercalifragilisticexpialidocious experience. Without his assistance and dedicated involvement in cultural academic support, this paper could never have been accomplished. We are extremely grateful for his support and understanding during the past time. Page | 3 Most importantly, none of this could have happened without our team members.
We express our gratitude and appreciation for our effort, wherever we are, any time of night or day, everyone worked hard to complete this report. And thanks for the memorable time we spent finishing this report together. se “Khéng mét bai hat nao có thé diễn tả cảm xúc của em lúc này” Group - Table of Contents DECLARATION AND STATEMENT OF AUTHORSHIP. ch choàng dt bi dit ra 3 CHAPTER 1: BRAND INTRODUCTION.cccccccccnn kh heo 5 CHAPTER 2: MARKET ANALYSIS.
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PUBLIC REIATIONS 6 exr. nh nho Hà kho hd tr kh 35 NT. EE nn EEE t 35 Page | 4 4. Lesson Learned REFELEN CES HN HU UI UI OEE OEE UH DUO OOOO OEE E EE I DOO L OEE OOEEEEEE noes Page | 5 CHAPTER 1: BRAND INTRODUCTION OS - As Nestlé is the world's leading Fast-moving consumer goods Su \\ company, with an extensive production and sales network across SEY the globe.
Nestlé's current products range from mineral water, Nestle baby food, coffee, and dairy products. brands belonging to the Nestlé Family include KitKat, Lavie, Image 1. Nestlé Iaaa Maggi, Nescafe,. MILO® is regarded as a "representative face" of Nestlé.
When Mi mentioning Nestle, people will immediately remember the a ". MILO logo nutritious drink product from cocoa barley and the familiar green colour. (Phú, 2023) The MILO® brand is named after a legendary ancient athlete from ancient Greece. A Nestlé Australia food scientist - Mr.
Thomas Mayne was inspired by the life and career of this legend. (MILO®, 2021) In the year 1934, he developed a powdered drink made from chocolate and malt powder that people could mix with either water or hot or cold milk, or hot or cold. Then Nestlé decided to buy the copyright for exclusive production. (Nestlé, 2016) In 1935, at a factory in Smithtown, Australia, Nestlé started making Milo.
They remained in production for more than 80 years, and MILO® has achieved so many successes and impressive milestones that it is now made in 24 different factories worldwide and sold in more than 40 countries. Over the past 29 years, MILO® has strived to become a popular, reputable nutritional drink brand, loved by millions of children globally and leading in quality and market share in the nutritional cocoa beverage industry for children from 6-12 years old. | one, no 12 Page | 6 Image 3. MILO products CHAPTER 2: MARKET ANALYSIS 2.
Demographic ¢ Parents, especially mothers with children aged 6-12 years or older, who can afford expenses, are responsible for making purchasing decisions. « The main consumer group comprises school-aged children between the ages of 6 and 12, or older, who are growing but do not have any income. Psychological” e Kids usually play sports or exercise regularly after class and tend to choose MILO as a great source of energy during entertaining activities and exercise. Social MILO is mainly consumed by children, which makes their parents the primary decision-makers when it comes to purchasing.
The parents' choices are often influenced by the community and social media platforms such as Facebook, TikTok, and YouTube. Personal Children between the ages of 6-12 are the most active and engage in physical activities regularly. This leads to high energy consumption and a period of comprehensive development, which is crucial for their growth in terms of height, intelligence, and physicality. Psychology As society developed, people's living standards improved, leading parents to become more attentive when selecting the optimal milk for their children.
Numerous parents are willing to invest in high-quality milk, which is just one Page | 7 carton of milk and not having to eat a whole meal because it takes a lot of time to ensure their children receive the best nutrition. Target Audience MILO's main consumers are parents with children aged 6-12 and older, belonging to various income levels. They aim to provide their children with the best nutrition and flavours while supporting their comprehensive development. Besides ensuring children have enough energy for daily learning and playing activities, they also always hope to bring products and experiences that support comprehensive development both physically and mentally.
Therefore, MILO has integrated useful messages to help children become more confident, brave and intelligent. Customer Persona HOBBIES © Football, shuttlecock kicking, outdoor activities. * Favoured cake, cocoa flavor, milk. PERSONALITIES * Active, lively, enthusiastic.
*¢ Confident, brave, and interested in coping with difficulties and challenges. PROBLEMS * Inability to be financially independent. ¢ Inability to choose good products. Nguyễn Minh Quân DEMANDS & PURPOSES * Be able to play sports comfortably.
11 years old * Food/drinks provide nutrition and energy for sports activities. Prim n Ei/ciilSTfE s Favored the chocolate/cocoa flavor. Ho Chi Minh City Image 4. Customer Persona 1 In advertising activities, MILO often uses images of young boys and girls with persistent energy and the will to constantly strive in sports.
Therefore, this is the segmentation from which MILO's products benefit. Especially with the product appearing in the TVC "THỂ THAO LUÔN TÌM THẤY NHÀ VÔ ĐỊCH TRONG CON", MILO cleverly integrated the product into several scenes to convey the message that MILO is a source of energy that always supports children in their journey to conquer dreams. Along with the development of technology, MILO's advertisements can easily reach young customers (above 6-12 years old). Page | 8 Thereby, MILO is not only impressive with its products but also inspires sportsmanship and motivation for children to have the will to overcome difficulties.
HOBBIES * Reading, traveling, shopping * Spending time with family. PERSONALITIES elicate, friendly, persistent, humble yS support family. s Quality-seeking PROBLEM * Children don’t have enough energy to participate in sport activities. DEMANDS § PURPOSES * Looking for quality products for her family, especially her children.
* Require convenient packaging, easy to carry out 40 years old or use in outdoor activities. , Teacher * Highly reputable, long-standing, quality brands Ho Chi Minh City Image 5. Customer Persona 2 MILO's customers with large purchasing power are adults (over 35 years old), married, and have children. This customer group is often family-oriented and wants to benefit their children.
MILO's "THE THAO LUON TIM THAY NHA VÔ ĐỊCH TRONG CON" advertising campaign brought a strong message about the spirit of sportsmanship and the need for children to improve their health from parents, emphasizing the psychology of wanting to choose foods and drinks that provide adequate nutrition and energy for children. Competitor Analysis Vietnam's FMCG is a diverse and vibrant market with a variety of competition. FMCG stands for Fast Moving Consumer Goods. These are essential consumer goods used every day, sold in large quantities at affordable costs when brought to the market (supermarkets, markets, stores, etc.
Nestlé was in the Top 10 Most Chosen Brands in Dairy and Dairy Substitutes—Urban 4 and Rural Vietnam —of the Brand Footprint ranking of the most chosen FMCG brands in Vietnam in 2023. However, a long-standing brand with a strong foothold in the market like Page | 9 Nestlé's MILO product line also has many competitors including Ovaltine, Kun, Vinamilk, TH True Milk,. Direct Competitors Ovaltine is a famous dairy brand originating from Switzerland, founded in 1904. The product properties and customer targets of MILO and Ovaltine are almost similar.
Therefore, Ovaltine is MILO's main direct competitor in the Vietnamese market. (Dutch Lady, 2019) Brand MILO Ovaltine Campaig | Thể thao luôn tìm thấy nhà vô | Chẳng cần vô địch, chỉ cần con n địch trong con thích Timeline | 2020 - 2021 2017-2019 Big ideas | "A champion can come in any| "Bỏ áp lực thành tích, nuôi shape and size" dưỡng điều con thích” Key Infamous people in their own |Infamous people in their own visual stories. Media Tvc, pocket TVC, billboards, | TVC, billboards, panos, social panos, social media posts, and | media posts, digital news digital news. Regarding products, both brands have many similarities, from the main ingredients extracted from nutritious barley, milk, and cocoa, which are beneficial for children's development, to the similar price.
According to research e|10 Image 6. MILO vs Ovaltine and consumer reviews, these two drinks only differ slightly in taste. MILO has a cocoa scent, while Ovaltine has a strong chocolate scent. (hanvnh, 2020) Regarding advertising strategies, MILO and Ovaltine both aim to encourage and motivate children.
However, while MILO promotes the spirit of fighting for sports and glorifying championship status, Ovaltine wants children to pursue joy. Thanks to their almost contradictory messages, both brands have had many extremely fierce competition events and attracted the public.