05

Iconic brands

for semi-final Round

Location - Timing

• Timing: • AM: 8:30 – 12:00• PM: 13:30 – 17:30

• Location:1st Floor - Đại Nam Hotel 79 Trần Hưng Đạo, District 1, HCMC.

McDonald's

McDonald’s, the leading global foodservice retailer, stands out because of its exceptional brand management, significant global presence, leadership in sustainable practices and admirable approach to consumer engagement.

McDonald’s has more than 33,500 restaurants in 119 countries and the Golden Arches continue to expand, most notably in Asia.

It’s the world’s no.1 fast food brand and considering to enter Vietnam in 2014. Now it’s your task to design their marketing strategy and their launching in Vietnam.

Nintendo

The original innovator in home entertainment, Nintendo inarguably changed the world of gaming, broadening its appeal across all generations and markets.

While the Nintendo brand is focused, distinctive, and still meets its promise to “deliver smiles,” the buzz around its flagship products — products like the 3DS — is still decreasing. However, all is not lost. Nintendo is still the leader in its field, and 2013’s launch of the next-generation Wii console is something the global gaming community can look forward to.

Now you are the very first marketing team of Nintendo in Vietnam. How you would position this iconic brand to Vietnamese consumers and make it across in its very first launch in Vietnam?

Budweiser

First poured in 1876, Budweiser was the best selling beer in the U.S. for much of the 19th and 20th centuries.

The beer, which is based on a Bohemian-style pilsner, is named after a town in Adolphus Busch's native Germany called Bmische Budweis.

Busch was the first to pasteurize beer, use refrigerated rail cars, and bottle on a large scale, which made Budweiser the first truly national beer.

This famous brand already informed of the plan to invest a million USD factory in Vietnam to have its very first signature impact in 2014.

If you were the Head of Budweiser marketing, what would you do with the brand positioning in this local market and what would be the success formula of launching in your points of view?

Twitter

Twitter is an online social networking service and microblogging service that enables its users to send and read text-based messages of up to 140 characters, known as "tweets".

Twitter was created in March 2006 by Jack Dorsey and by July, the social networking site was launched. The service rapidly gained worldwide popularity, with over 500 million registered users as of 2012, generating over 340 million tweets daily and handling over 1.6 billion search queries per day.

Since its launch, Twitter has become one of the ten most visited websites on the Internet, and has been described as "the SMS of the Internet.“ Unregistered users can read tweets, while registered users can post tweets through the website interface, SMS, or a range of apps for mobile devices.

Twitter is very strong in US, however it is unfamiliar and unpopular in Vietnam, compared with Facebook, and even the new network Pinterest. Please plan for a relevant marketing strategy to make it successful and attached to Vietnamese online consumers and deliver an impressive revival launch in Vietnam.

Gatorade

Gatorade is a brand of sports-themed beverage and food products, built around its signature product: a line of sports drinks.

Gatorade is currently manufactured by PepsiCo and distributed in over 80 countries.

Originally produced and marketed by Stokely-Van Camp, the Gatorade brand was purchased by the Quaker Oats Company in 1983, which itself was bought by PepsiCo in 2001.

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 Powerade and Vitaminwater brands worldwide; plus, Lucozade Sport in the United Kingdom.

Within the United States, Gatorade accounts for approximately 75 percent market share in the sports drink category.

What an iconic brand! Now let’s get down to its launch in Vietnam and find the selling marketing strategy for it.

THANK YOU