Final Round

Content

• Part 1: We are Young Marketers 2013

• Part 2: Young Marketers 2013 Embrace The Challenges

Part 1: We are Young Marketers 2013

- Challenge: Sell your team to the judges why you should be selected as the first winner of Young Marketers 2013

- Timing: 5 minutes per team – Unlimited forms of presentation- Scores: 25

o Creativity: 7o Persuasion: 13 o Investment: 5

Important remark:

1 team will be eliminated from this part. Only 4/5 teams are allowed to enter the second part

Part 2: Young Marketers 2013 Embrace The Challenges

- Challenge: Sell a marketing plan to the judges responding to the given brief

- Timing: 25 minutes per team (15 minutes for the presentation – 1 minute late will be minus 3 scores in total, 10 minutes for Q&A ) –Unlimited in forms of presentation

- Scores: 75o Prove understanding of the brand, category & consumers: 20o Provide solutions that are able to meet the brief objectives: 28o Demonstrate strong creativity/ WOW idea: 10o Work out a feasible to execute plan: 10o Deliver good presentation: 7

The winner team is the one who has the highest scores of the part 1 & part 2. The score will be

the average score of all the judges.

The Brief

Brand Summary

Gatorade is a brand of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and distributed in over 80 countries. The beverage was first developed in 1965 by researchers at the University of Florida, to replenish the combination of water, carbohydrates, and electrolytes that the school's student-athletes lost in sweat during rigorous athletic competitions.

As of 2010, Gatorade is PepsiCo’s 4th-largest brand, on the basis of worldwide annual retail sales. It only competes with Coca-Cola's Poweradeand Vitaminwater brands worldwide.. Within the United States, Gatorade accounts for approximately 75% market share in the sports drink category and can be claimed as no.1 sports drink brand on this planet.

Gatorade has G-Series and Power portfolio, in which the main and original Gatorade - G-Series has 3 SBUs that are Prime, Perform & Recover.

In November 2013, PepsiCo is assumed to launch its brand – Gatorade into Vietnam market, firstly with G-Series.

Target Consumers

• Vietnamese male (dominant) and female

• Aged from 23 to 35

• Income ABC, living in key urban cities

• They own an active life , health and fitness conscious, associated with

sports/exercising habits

Task:

• Develop a marketing campaign to launch Gatorade G-Series in Vietnam (should go with consideration that PepsiCo also has its Revive brand currently), firstly focal in HCMC & HN

• Given budget: 20,000,000,000 VND (exclusive of VAT)

Success Measurement

• Must reach minimum 50% awareness of this brand among target consumers in HCMC & HN after 3 months of launching, and earn the perception of minimum 70% the aware consumers (to believe) that Gatorade is the best sports drink for them in Vietnam.

• Must generate the monthly sales of average 200,000 units in HCMC & HN only after 3 months of launching

• Should contribute to educating the target consumers to have the habit of consuming sports drink (expanding the category) after their exercising (a plus)

Prize

Prize• 1st Prize:

15.000.000 VND & 2 BMG scholarship 13.000.000 per.

• 2nd Prize:

9.000.000 VND & 2 BMG scholarship 10.000.000 per.

• 3rd Prize:

6.000.000 VND & 2 BMG scholarship 7.000.000 per.

• 4th Prize

6.000.000 VND & certificate.

• 5th Prize

3.000.000 VND & certificate.

THANK YOU