ROUND 1
I. TIMELINE & LEGAL DISCLAIMER
II. MAIN CHALLENGE: THE BUSINESS CHALLENGE
AGENDA
1.
2.
3.
4.
5.
6.
Letter from the Brand team
Brand background
Context of the general market Context of the category
The consumer landscape
About MILO Teen
a.
Target consumer
b.
The ambition
c. MILO Dynamind
7.
The business challenges
8.
Key deliverables
9.
Advice from the Brand team
10.
Evaluation criteria
11. Submission guidelines
III. THE TIKTOK CHALLENGE
1.
Detailed Requirements
2.
Challenge Format & Submission guidelines
3. Evaluation criteria & Prize
IV. CLOSING REMARKS
21.07
19h00
CASE RELEASE
21.07
20h00
EXCLUSIVE BRIEF DAY
21.07
- 23.07
20h00
20h00
MAIN CHALLENGE: THE BUSINESS CHALLENGE
23.07
- 28.07
20h00
12h00
THE TIKTOK CHALLENGE
28.07
RESULT ANNOUNCEMENT
TIMELINE
Round 1 of The Valiant Marketer 11 consists of 2 parts: The Business
Challenge and The TikTok Challenge.
Teams must complete both Challenges in order to successfully complete the
first round. If any of the two challenges is not submitted, the team will
automatically be disqualified.
Result of Round 1 depends only on the performance of the team on The
Business Challenge . Result of The TikTok Challenge will not be counted and
will be independently evaluated for another sub-prize of the competition.
Top 30 teams with most excellent proposals for The Business Challenge will
get into Round 2 of the competition.
Legal disclaimer: All the numbers and names in this business
case are fictional and for the purpose of the case study only. All
the similarities are not intended. This document cannot be used
as a supporting source outside of The Valiant Marketer
competition 2023 and may not be publicly quoted without the
written consent of the case owner.
All information is strictly confidential, please do not take photos
or circulate numbers from the case. Any team/individual found to
have leaked information (copy of images, data…) from the case
will immediately be disqualified from the competition.
The main challenge
THE BUSINESS CHALLENGE
21/07
23/07
LETTER FROM THE BRAND TEAM
Every Vietnamese kid should drink MILO at least
once in their entire childhood. It has always been
our great pleasure to be a part of an ICONIC brand,
which not only delivers high quality nutritional
products but brings tangible meaningful values to
consumers. We are proud to have contributed to a
green & active Vietnam for years. Adapting to the evolution of the consumer, we keep
striving to contemporize our brand to stay relevant
with consumers as well as strengthen our ICONIC
brand image. A dedicated product range serving
teenagers is among those efforts. We believe that a distinctive brand for teens is
worth disruptive ideas from teenage talents. There
is no such thing called winning recipe, leverage
yourself as fresh minds, as our target consumers to
deliver your best! We hope that you all enjoy the new product and
also enjoy immersing yourself into MILO brand.
“
Wish you Awake & Focus to solve the CASE!
MILO Brand Team
”
We believe
MILO AS AN
ICONIC BRAND
IN VIETNAM
“SPORTS TEACH KIDS LIFE SKILLS AND
VALUES THAT HELP THEM SUCCEED IN LIFE”
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. Over
the years, MILO has long been known as an energy beverage strongly
associated with sports and good health, with more than 11 million MILO briks
having reached kids nationwide and 2.5 million kids having engaged in MILO
sport grassroots activities. To accompany kids not at the early development
phase, but also when they grow up, MILO has launched a series of MILO teen
products with customized recipe that serve the nutritional energy needs for
teenagers, more teenage look and convenient packaging formats. With a
vision to become the most preferred nutritional drink for Vietnamese teens,
MILO Teen aims to expand penetration among families with teens via staying
relevant with Teens in a MILO iconic way.
80+ YEAR
1994
GOLD BRAND
MILO
is
the
world’s
leading
chocolate
malt
beverage with a
long history
MILO’s first launch
in Vietnam
Nominated by The
Ministry of Health of
Vietnam in 2014 as
A Gold brand in the
food category
NUMBER #1
11+ BILLION
2.5 MILLION
Brand in Liquid
milk category in
Vietnam
Briks have reached
kids nationwide
Kids have engaged
in MILO’s grassroots
activities
So we
“NOURISH KID’S JOURNEY TO SUCCESS WITH
NUTRITIOUS ENERGY AND THE INSPIRATION
TO GROW WITH SPORTS”
RKE O EXT: ENDING 2022, FMCG
OW RECOVERY
MA
T C NT
HAS SH
NA
Ending 2022, when the market has reopened, FMCG basket gradually gained
back, dairy and beverage see growth opportunity:
VN - FMCG - Value % Share
Val % Growth
2021 vs YA
19.8
22.1
18.3
19.7
14.0
14.7
2.3
1.0
11.8
17.7
20.9
17.9
18.2
19.8
Beer
18.6
13.8
13.8
1.7
Baby Care
1.7
13.7
13.5
18.6
Home Care
6.3
6.6
6.6
6.6
6.5
6.2
6.6
6.1
2019
2020
2021
2022
Q4’22
16.6
3.9
Personal Care 4.3
Flavoured Milk
3.7
10.3
16.2
6.1
CMD
11.1
Juice Milk
8.9
D
3.6
11.2
Food & Dairy is expected to central to 2023 consumer spending intentions,
with less spending on OOH consumption:
I
f
x
)
s
A AC - Spending ntentions or ne t 12 month
net change in spending pt. change
(
Bf
Top Spending Less
OOH
Dining / Eating 33%
Clothing /
31%
Apparel
Food Delivery / Takaway
Home
improvement / Decor
Holiday
International
28%
27%
28%
S
In home
avings/
Financial
Paying
off debt Investment ervices entertainment
42%
42%
9
3 %
S
9
3 %
2021
42%
42%
40%
40%
41%
40%
Health & wellness
Fresh meat
Dairy
Transportation
Education
Q4’22
-
Penetration (%)
U
B
()
()
Volume per uyer L
Volume per Trip L
q
Fre uency
Total rban 4
cities
Utilities
45% Fresh produce
2022
KY
Penetration & frequency have bounced back short term but not yet
recovered in long term.
Top Spending More
45%
Grocery and Household items
OOH
Entertainment 32%
Same as e ore
Vietnam | Nutrition milk - Value % Growth
White Milk
2020
P
KY
Vietnam | Nutrition milk - % Contribution - By Segment
5.0
0.0
J
16.5
6.6
1.0
W
31.0
22.5
9.3
CMB RTD, in which MILO RTD contributed nearly ¾ market share has been
on a downtrend since covid. hile uice Milk & D are key category growth
drivers thanks to its unique immunity value:
61.7
13.1
4.9
Food
6.4
6.6
21.4
13.1
Milk Bases
18.7
2021 vs YA
17.5
NA Bevarage 5.9
Cigarette
2.2
15.3
20.8
18.7
13.9
14.5
4.0
FMCG
17.7
2021 vs YA
B E OR RE EI ED POSITIVE SIGNAL IN
OR ER I Q ’ OWEVER, STILL NEED
R ER RE O ER
ER COVID IMPACT
CM CAT G Y C V
SH T T M N 4 22. H
FU TH
C V Y AFT
HCMC
Hanoi
Danang
Cantho
Families
with kids
Families with
kids and teens
Families with
teens
20
- Jun - 21
-
-
27 Mar 22
01
- Jan - 23
BESIDES LIQUID MILK, IN-HOME IS GETTING MORE
IMPORTANT ACROSS KEY CATEGORIES, INCLUDING
SOFT DRINKS (CSD/ENERGY DRINK), COFFEE, TEA
% Drinking Occasion
63 37
Energy drink
Total Coffee
54 46
RTD Tea
48 52
RTS Tea
46 54
CSD
DEEP DIVE INTO
VIETNAMESE TEEN
BEHAVIOUR
39
%Change
52 48
+11
49 51
+5
31
Total Fruit Juice
29 71
Drinking Yogurt
28 72
TFD
27 73
17
40 60
44 56
61
37 63
69
Soya Milk
Liquid Milk
2022
2019
33
28 72
18 82
28 72
14 86
83
Out-of-home
In-home
67
+8
+2
+2
-2
+1
+10
-1
+3
MORE DIVERSIFIED CHOICE, MORE COMPETITIVE TO
WIN OVER TEEN
HEALTH IS TOP NEED, NUTRITIONAL CONSUMPTION
IS VARIED BY OCCASIONS
Compared to kids, teens have less routine/ habitual moments, thus their
drinking repertoire in a day is more limited
Health is among top needs for Teenagers & young adults when it comes to
drink choice
12
17
16
14
9
6
6.8
16
16
14
7.3
6.7
20
15
7.0
6.2
5.9
10
5
0
0
<13 YO
13-18 YO
Alleviate
Reward
3
0
Try something new
19-24 YO 25-34 YO 35-44 YO 45-60 YO
no. drink choices
Frequency/week
boredom
Health improvement
Wake
17
21
4
4
5
4
3
5
11
11
2
2
26
26
6
3
me up
Quench
DEMAND SPACE
19-34 YO
01
Quench
02
Health improvement
03
Wake
Having cool effect
Relax/
chill out
13
12
12
3
3
4
Bird nest
Plant-based Drinks
CMB
Ranking
daily occasion Teens consume nutritional drink
Soya Milk
Juicy Milk
Drinking
Yogurt
Liquid Milk
7-12
Nutrition Drink
4-6
7-12
13-18
19-24
Tea
Coffee
Fruit Juice
Nutrition
Soft Drink
Other
13-18
Nutrition Drink
Milk
Powder
my thirst
31
my thirst
Provide water/ mineral
Share of throat in a week - % Drinking occasion
5
6
taste of foods
Fill up/ replace meal
Teen’s nutritional needs are also more diversified: Tea, CSD, Coffee take up
60% Share Of Throat among Teens & Young adults. Opportunity to
strengthen CMB offerings and gain back throats: 5
6
4
2
4
Be part of the group
Boost energy
7
15
myself
Enhance
6
Pre&In Breakfast
Between BF & Lunch
In
Lunch
After
Lunch
MORNING
TOP 01
AFTERNOON
TOP 03
Before Dinner
In
Dinner
After
Dinner
Before go sleep
DINNER
TOP 02
me up
Teens now starts to have their purchase
decision-making power
Gen Z’s top chosen channels (number of individuals per week)
01 Street Shops
02 CVS / Minimarket
+2 rank compared to 2019
03 Tea/Coffee Shops
04 Street Vender
05 Online / Delivery App
+3 rank compared to 2019
1/4 trips were done by teens
Nutritional drink
purchase
occasions
>80% teens still consume
nutritional drinks at home
By teen
By mom
In-home consumption
OOH consumption
ABOUT MILO TEEN
Product role in total portfolio: To retain users from MILO Core as they grow
up while recruit new users with teen’s emerging needs No.1 brand power among teenagers
(BES, Kantar 2022)
MILO teen M
I
L
O
T
EEN MILO TE
TEEN MILO TE
E
N
E
M
N
I
L
M
O
I
L
O TEEN MILO
MILO teen M
T
E
E
N
I
L
O
T
E
EN MILO TEE
TEEN MILO TE
N
E
M
N
I
L
M
O
I
L
O
TEEN MILO TE
MILO teen M
E
N
I
L
O
T
E
EN MILO TEE
EEN MILO TEE
N
M
N
I
L
M
O
I
L
O
TEEN MILO TE
ILO teen MI
E
N
L
O
T
E
EN MILO TEE
EEN MILO TEE
N MILO
N MILO TEEN
MILO TEEN The ambition
SKU
RTB
Business: To accelerate growth via new user recruitment by gaining from
both liquid milk & other beverages Marketing: To contemporize total MILO brand with product innovation
capturing unmet needs from consumers OCCA
SIONS
Balanced nutrition
breakfast drink
for teen MILO mainstream
for teen
MILO can
3 types of cereal
(red rice, oat, wheat)
Source of protein & fiber Less sugar
Protein & Calcium+
Protein &
Calcium+
BREAKFAST
ALL DAY
MILO TEEN PORTFOLIO TO COVER PHYSICAL ENERGY
NEEDSTATE
Beyond CMB, nutritional drink competitors
are also reaching out to teenagers as
against us
Nutriboost
YOMOST
MALTO
Nutritious energy
‘YO’ hours Gaming platform
(New player)
School energy
Lead with Lof
CONSUMER PERSONA:
Mature teenagers & young
adults from 16 years-old to
26 years-old, living in urban
(focus on HN, HCM, DN, CT)
R
E
D
L
I
U
B
Y
T
I
T
N
E
D
I
E
TH
NEEDSTATES IN NUTRITIONAL DRINKS
“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.”
WELL BEING / INDULGENT / LIFESTYLE
PHYSICAL + MENTAL ENERGY
PROVIDE FUNDAMENTAL &
NUTRITIOUS ENERGY (PHYSICAL)
STILL NAILS DOWN TO ENERGY, MILO TO PIONEER
AND LEAD IN PHYSICAL & MENTAL ENERGY AMONG
TEENS VIA BRAND CREDENTIALS
“After a full day of activities
from studying, beating
deadlines, to socializing
with my friends, I feel
drained and unable to keep
up with the rest of the day. I need a drink to regain my
mental and physical
stamina back to the game,
keep experiencing new
things and expanding my
horizons.”
INTRODUCING NEW
NEW
INTRODUCING
MILO DYNAMIND
DYNAMIND
MILO
New MILO Dynamind will give you the boost you need as it is
specially formulated to defeat distractions, quickly regain
focus and physical energy
Cocoa-Minty flavor
Awakening
Refreshing-sensory
Taurine, Green Tea, Vitamin B complex Stay focus & Awake
THE BUSINESS CHALLENGE
SUBMISSION GUIDELINES
After being disrupted for more than one year by the pandemic, MILO Teen
has bounced back in terms of business growth.
With MILO Dynamind being the heart of total MILO innovation effort, we aim
to further accelerate new user recruitment. Maximize brand awareness and
brand trial is our top priority in this critical business phase.
As the brand owner:
Moving forward to H2’2023, propose a Marketing Plan with estimated
budget in Q’3+Q’4, 2023 to raise brand awareness and drive product
trial by tapping into the defined occasion(s).
Business objective: +150% sales volume uplift (compared to
H2’2022
Marketing objective: +2M trial
Communication objective: +2 points BES (Brand equity score)
(compared to 2H2022)
* The challenge is NOT limited in the communication field. Please think out of the box and propose any strategies
and ideas you find effective. When the occasion(s) is potential enough, your strategic plan to own that occasion(s)
with Dynamind can focus on route to market or whatever!
* Kindly note that you are suggest a COMPREHENSIVE Marketing Plan for 2H2023. Besides big bet equity
campaigns to capture the above occasions, don’t forget to have a plan for other small wins such as always-on
activities, cultural moments, trade activities,....
MILO HERE WE GOOOO
01 GO TALK to consumers to deeply understand them
GO BEYOND provided data, do market visit, other
02 secondary research that
GO EXTRA MILES as we are talking to mature teens – BE
03 BOLD & DISRUPTIVE!
GO WHEREVER YOU WANT but never forget our brand role
04 & product value offering (awake, focus & physical energy)
Submitted proposal must be a PDF File
The outcome must be name according to the following formul
THE TEAM S NAME ROUND 1
[
’
]_[
a
]
Any submitted documents that do not comply with the requirements about
format and language will automatically be disqualified
Suggested deliverable
Identify new occasion(s) that upsurge consumption and secure
consumer connection with MILO Dynamind. The occasions should be
under NO circumstances that cease our traffic (ie: off-school summer
season, unexpected lockdown, etc.)
The submission deadline is
20:00 on July 23
No adjustment allowed when the outcome is already submitted
Sub it at: banlinhmarketer.macftu.org
m
Format
The outcome submitted must be in
resentation ec (1 :0 ) ormat
P
d
k
9
6
f
.
The proposal must be presented wit in 20
sli es (maximum) (including opening slides,
executive summary, appendix and ending
slides)
h
d
.
The proposal must include 01 Sli e of
E ecuti e summary
d
x
v
.
Opening, ending and appendix are optional
.
Except for the team’s name, please do not
include any other personal information such
as: name, signature, images,... in the
submitted proposal.
Language
The proposal must be in only 01
language
(either English or
Vietnamese)
.
In case of jargons, specialized terms or
proper noun (Big Idea, name,...), teams
can use the original language (English
or Vietnamese).
Evaluation criteria
Identify practical ob ectives
j
Section
Criteria
THE MARKETING
LAN
25%
CONSUMER
UNDERSTAND
ING & INSIGHT
20%
Should be developed based on strong consideration of different stakeholders
that might be involved
P
Use and point out key highlights of provided datasets
RESEARCH &
ANALYZE
20%
Designed to appeal to the target consumer group and leverage relevancy
among those
Use other qualified external sources and findings
Organized
Reasonable allocation of budgets and KPIs
Storytelling via data & information to demonstrate the main problems
precisely & logically
RESENTATION
5%
Picture the target audience based on the analysis and research
T
P
Define their target audience barriers/ drivers
(
:
Analyze the process of selection in a clear and
coherent manner
he occasion must be appropriate for the brand s
functional and emotional offerings
T
)
'
he occasion must be sustainable and
demonstrate the potential for an upsurge in
consumption
T
THE STRATEG
0%
Y
he occasion must help the brand secure
consumer connection
GLOSSARY
1.
2.
3.
4.
5.
6.
7.
T
3
8.
9.
ri
screw cap carton packs
MCG fast moving consumer goods
OOH out of home
YA year of assessment
previous period
CAGR compound annual growth rate
Value amount of sales expressed as the total sum of money spent by consumers
Volume amount of sales expressed as a number of units sold
enetration the % of households who have bought the analyzed market/segment/brand at least once
in a given time period
CM Category cocoa malt beverage category
RTD ready to drink
RTS ready to serve
DKY drinking yogurt
CSD arbonated Soft Drinks
CVS onvenience Store
SKU Stock Keeping Unit
RT Reason to believe
SD soft drinks
ED energy drinks
Share of throat the proportion of the beverage industry’s sales belonging to a specific brand or
manufacturer
TT traditional trade (provision stores)
MT modern trade (hyper/supermarkets, convenience stores, minimarts)
GT general trade
Niche denoting products, services, or interests that appeal to a small, specialized section of the
population
B
ks:
F
:
-
:
-
-
:
PP:
:
:
:
P
:
.
Identify opportunities, challenges for brand to
leverage the occasion
10.
11.
12.
STRATEGY TO
IN
W
Define the brand s ob to be done to leverage
the occasion
'
j
13.
14.
15.
Propose strategic approach for brand to win
such occasion
16.
17.
18.
C
ontents are concise and succinct
TOTAL 100%
Base the analysis and selection on research results,
consumer understanding & Insights
W
he proposal is visually decent
C
Strong, unique and executable insight
F
j
Reasonable integration of Campaigns, channels and assets/messages
Identify main problems to solve the challenges below
DE INE NE
OCCASION S
into logical stages regarding the consumer ourney
lear & single minded
-
19.
20.
21.
22.
23.
24.
B
:
-
:
-
-
:
-
-
:
:
C
:
C
:
B:
:
:
:
:
:
:
:
APPENDIX
*Extra research & findings provided by the Valiant Marketer 11 Organizing
Team for your reference
*You may choose to use or not use below appendix to sharpen your
proposal, but please note: all information is for reference only and not direct
link to the desired proposal.
Appendix 1: Dairy & NARTD industry structure
DAIRY industry structure
TOTAL DAIRY
MILK POWDER
LIQUID MILK
FRESH
MILK
OTHERS
BAB
POWDERED
NUTRITION
Y
BABY RTD
NUTRITION
SWEETEN
CONDENSED
MILK
YOGURT
COMPLET
BALANC
NUTRITION
SPOO
YOGURT
E
&
T
FRUI
DRINK
CHEESE
OTHER
DAIRY
T
DRINKIN
YOGURT
N
E
NU
MILK
G
NARTD
(NON-ACOLHOLIC READY TO DRINK)
CARBONATED
SOFT-DRINK
(csd)
SPORT/
ENERGY DRINK
FLAVORED
DAIRY
BOTTLED
WATER
JUICE
RTD TEA
Appendix 2: Distribution channels of Dairy
Distribution channels
MANUFACTURER
TRADITIONAL/
GENERAL TRADE
(tt/gt)
Distributors
Su er/
H ermar et
p
yp
k
S e ialise
Mi i- Co e ie t (Milstores
sho s
mart store (CVS)
Mom
bab )
p
n
nv
n
k
&
Whole
salers
Semiretailers
Retailers
c
p ,
y,...
Ca tee s
(s hools
la rou s Hos itals Hotels
Cli i s
Ca e
a tories
i emas
airli es )
n
d
n
ECOMMERCE
HORECA
MODERN TRADE (MT)
p
ct
ire
n
c
,
yg
nd ,
f c
,
c n
,
n
d
,...
p
&
n c
&
f
B B
2
B C
2
&
APPENDIX 3: Sales of Drinking Milk Product by
APPENDIX 4: Sales of Drinking Milk Product by
Category (Volume 2017-2022)
Category (Value 2017-2022)
APPENDIX 5: Sales of Drinking Milk Product by
Category (% Value growth 2017-2022)
APPENDIX 6: Distribution of Drinking Milk
APPENDIX 7: Forecast Sales of Drinking Milk
Products by Format (%Value 2017 - 2022)
Products by Category: % Volume growth
2022-2027
APPENDIX 8: Forecast Sales of Drinking Milk
Products by Category: % Value growth
2022-2027
APPENDIX 9: Brand shares of drinking milk
products: % Value 2029-2022
APPENDIX 10: Brand guideline & Brand assets
COLOR:
The pantone color used in MILO® logo has two mandatory colors and two secondary colors.
LOGO:
The fundamental elements of the MILO visual
identity are part of the brand’s DNA, the way
it’s presented across the world.
Yellow
Green
CMYK 81/13/93/1
RGB 38 151 68
#269744
CMYK 2/38/100/0
RGB 245/168/0
#f5a800
Red
Brown
CMYK 36/75/83/39
RGB 116/62/42
#743e2a
MANDATORY
CMYK 6/96/100/1
RGB 225/37/27
#e1251b
SECONDARY
MILO® WINNING LINE:
Winning Line is one of the core element of
MILO identity, which has been developed to
visually enhance and translate the brand’s
“Energy to go further” proposition through a
unique graphic style.
TYPEFACE:
MONTSERRAT
FONTS:
For other layout, the MILO® brand mark is
unalterable and must always be placed on the
MILO® green background.
DO
The examples shown here illustrate a wide range of incorrect uses and demonstrate how any deviation
from the guidelines can weaken the impact of the global MILO® identity.
DON’T
Black Italic
Black
ExtraBold Italic
ExtraBold
Bold Italic
Bold
ABCDEFGHIJKLM
NOPRSTUVWXYZ
abcdefghjklmnp
qrstuvwxyz
123456780
ABCDEFGHIJKLM
NOPRSTUVWXYZ
abcdefghjklmnp
qrstuvwxyz
123456780
ABCDEFGHIJKLM
NOPRSTUVWXYZ
abcdefghjklmnp
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123456780
ABCDEFGHIJKLM
NOPRSTUVWXYZ
abcdefghjklmnp
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123456780
ABCDEFGHIJKLM
NOPRSTUVWXYZ
abcdefghjklmnp
qrstuvwxyz
123456780
ABCDEFGHIJKLM
NOPRSTUVWXYZ
abcdefghjklmnp
qrstuvwxyz
123456780
SemiBold Italic
SemiBold
Medium Italic
Medium
Italic
Regular
ABCDEFGHIJKLM
NOPRSTUVWXYZ
abcdefghjklmnp
qrstuvwxyz
123456780
ABCDEFGHIJKLM
NOPRSTUVWXYZ
abcdefghjklmnp
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123456780
ABCDEFGHIJKLM
NOPRSTUVWXYZ
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123456780
ABCDEFGHIJKLM
NOPRSTUVWXYZ
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123456780
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BRAND ASSETS FOLDER
You can read this section after finishing The Business challenge
THE TIKTOK CHALLENGE
23/07
28/07
*Result
Result
of of
Round
Round
1 depends
1 depends
only
only
onon
thethe
performance
performance
of of
thethe
team
team
onon
The
The
Business
Business
Challenge
Challeng
*Result
Result
of of
The
The
TikTok
TikTok
Challenge
Challenge
willwill
bebe
independently
independently
evaluated
evaluated
in in
order
order
toto
find
select
the TOP
3 most
3 teams
excellent
for another
teams for
sub-prize
anotherofsub-prize
the competition.
of the competition.
Detailed Requirements
Each team will produce and post a short video on their personal TikTok
account with content covering one of the following topics:
CHallenge
Paticipants: The entire participants
of The Valiant Marketer 11
Topic 1: During 48
hours participating in
the first round, you
have to work and stay
highly
focused
continuously, so it is
hard to avoid the times
when you are not alert
and get distracted.
Show how MILO
Dynamind accompany
and help you regain
attention and complete
the work.
Topic
2:
While
working,
studying,
playing sports,... young
people often spend
their breaks on the
smartphones trying to
relax and regain
concentration, but this
makes them even more
distracted.
Suggest
“the right ways to
relax” that incorporate
the use of MILO
Dynamind to stay
awake and focused.
Topic 3: In the context
of young people's daily
activities:
working,
studying,
playing
sports,... Create a TVC
for MILO Dynamind to
highlight alertness and
concentration
after
consuming
the
product.
Requirements
The video must mention the keywords about the product::
MILO Dynamind - The awakening mint flavo
MILO Dynamind helps you to stay alert and focuse
Taste better when being refrigerate
Upload with hashtags: #banlinhmarketer11 #MILODynamind
#tinhcanguoi
Note
The video does not mention or display images of the product,
the name of other brands, especially those related to
competitors
Do not use copyrighted music or music related to other
brands.
Challenge format
Each team will produce and post a short video on their personal TikTok
account with content covering one of the following topics:
Format
Rules
Each team can submit 01 and only 01
video
The video lasts up to 90 seconds
(maximum) in portrait format (9:16
The video is considered valid when
uploaded to the personal TikTok
account of one member, with the
account of the other member being
tagged and the following hashtags
being added: #banlinhmarketer11
#MILODynamind #tinhcanguoi
The TikTok Challenge is a mandatory
requirement for all the teams
participating in Round 1 of The Valiant
Marketer 11, the team will be
considered to have successfully
completed the round if and only if
they have successfully completed
both the Business and TikTok
Challenges from MILO
However, the result of "The TikTok
Challenge" will not be counted in the
assessment criteria of Round 1,
therefore will not affect the results of
any round of The Valiant Marketer 11
The result of The TikTok Challenge
will be evaluated independently to
select 3 most excellent teams winning
the sub-prize of the competition.
Submission guidelines
The submission gateway will be opened from 20:00, July 23 (After The
Business Challenge ends) to 11:59 (AM), June 28
Participants must upload the video for The TikTok Challenge to their
personal TikTok accounts before 11:59 (AM), June 2
The scoring period starts from the time the video is uploaded to 23:59,
June 28. After uploading the video on TikTok, please return to the Landing
page and submit the link of the video to the Organizing Board.
Scan QR
or visit website
https://banlinhmarketer.macftu.org/
All Videos will be evaluated by MILO Teen.
MILO Teen will select the Top 3 teams based on
The video’s views and likes (40%
The content of the video, according to the Score Barem (60%):
Evaluation criteria
S
ection
ontent
(8 points)
C
ormat
(2 points)
Cr
iteria
oint
P
Content of the video belongs to one
of the 3 topics given by the
Organizing Board
02
The video contains the required
information and is shown in a clear and
coherent way
02
Effort is made to the video content
(with selectivity, analysis, personal
evaluation/recommendation, ...)
03
Outstanding creativity, new and
unique findings
01
Creativity in format (effects,
expressions,....)
01
Investment in costumes, personal
images, bring up a joyful and exciting
atmosphere
01
p
*Result of Round 1 depends only on the performance of the team on The
Business Challenge
*Result of The TikTok Challenge will be independently evaluated in order to
select 3 most excellent teams for another sub-prize of the competition.
rize
F
Each team getting into Top 3 of “The TikTok challenge” will receive
02 sets of Merchandise Limited edition from MILO Tee
02 boxes of milk form MILO Tee
Vouchers for online courses from our partner
Certificates from the Organizing Board
The video will be uploaded to MILO Teen’s official TikTok account.
Closing
Throughout the past 11 years, the
Be
your
Both senior executives from MILO
competition challenges have always
capabilities and savor the process
Teen, the esteemed jury members,
been
of
and the entire organization behind
remarks
investment,
For
over
a
decade,
The
Valiant
the
centerpiece
for
which
of
we
our
offer
genuine
solving
believe
in
the
that
showcasing
case.
victory
We
is
firmly
not
the
The
ultimate destination but rather the
eagerly
by
invaluable lessons you gain along
your innovative ideas.
the
expertise
of
numerous
industry professionals.
the way.
young
Marketer
With
unwavering
dedication,
The
communities in Vietnam. With the
Valiant Marketer aims to deliver a
or
mission to connect businesses and
case-solving experience that is both
embrace your efforts, and provide
industry
experts
enriching
The
you with the most comprehensive
powerful
supporting
upcoming 48 hours will be a time for
and valuable feedback possible. So,
contestants, we strive to foster an
you
accumulated
strive to submit your work, to prove
empowering
where
knowledge and break your limits to
to us your seriousness and potential
young Marketers can freely develop.
become the version you aspire to be.
for growth.
to
create
network
environment
a
for
to
and
unleash
captivating.
your
forward
Competition
to
receiving
The Valiant Marketer
Organizing Team.
Whether you make it to the Top 30
not,
look
Marketer
meticulously crafted cases, backed
Marketer has taken great pride in
accompanying
Valiant
we
will
wholeheartedly
“
You will never know
your limits unless you
push yourself to them
”
Acknowledgements
Case writer
Chị Nguyễn Thị Trúc Vân, Nestlé Vietnam
Chị Bùi Uyên Phương, Nestlé Vietnam
Advisor
Anh Nguyễn Trần Trọng Thuyết, Suntory Pepsico Vietnam
Chị Nguyễn Thị Mai Sao, An Binh Bank
Anh Nguyễn Mạnh Sơn, Ex-Golden Gate Restaurant Group
Anh Nguyễn Mạnh Cường, Dentsu Creative
Chị Nguyễn Hồng Nhung, Masan MEATlife
Anh Lương Triều Vỹ, First runner up of The Valiant Marketer 9
Chị Nguyễn Thị Xuân, The Valiant Marketer 9
Case tester
Anh Ngô Hồng Sơn, The Valiant Marketer 9
Chị Trương Việt Hằng, The Valiant Marketer 9 & 10
Đỗ Trí Dũng, The Valiant Marketer 11
Nguyễn Thu Trang, The Valiant Marketer 11
Visualizer
Phạm Thành Vinh, The Valiant Marketer 11
Doãn Minh Nguyệt, The Valiant Marketer 11
Nguyễn Thu Trang, The Valiant Marketer 11
Hoàng Lam Anh, The Valiant Marketer 11
It’s time to start
your moonrise!
thank you!
For any suggestions, complaints, please send them to the addresses
below:
Email: banlinhmarketer.macftu@gmail.com
Format: 097 4712369 (Mr. Dung)
Organization: 097 104 7487 (Ms. Thao)
Customer service: 094 361 4165 (Ms. Nguyen)