(TIỂU LUẬN) THE DEVELOPMENT AND EVALUATION OF THE NEW MARKETING PLAN

1 TABLE OF CONTENTS INTRODUCTION THE USE OF 7Ps TO ACHIEVE BUSINESS OBJECTIVES 2.1 7Ps marketing mix 2.2 How companies achieve their overall business objectives .6 THE DEVELOPMENT AND EVALUATION OF THE NEW MARKETING PLAN 3.1 Company overview 3.2 The analysis of current marketing situation .7 3.3 New marketing objectives 3.4 STP TACTICS AND ACTION 13 BUDGET AND PEOPLE ALLOCATION 14 EVALUATION 14 CONCLUSION 15 APPENDIX 15 REFERENCE 23 INTRODUCTION In the market mechanism of the integration period, company is no longer focus on their products’ price if it’s cheap or expensive but more emphasis on the value brought to their customers such as nutritional value, brands’ value reputation to maintain This poses a huge requirement for businesses to build a brand development plan effectively Therefore, companies which provide nutritious foods like Ovaltine was found In Vietnam, the trend is growing and awareness of nutrition has become an attractive market for not only the Ovaltine company but also many other companies in the world such as Milo and their famous malted-chocolate drink which has been in the market since 1994 For that reason, we decided to choose Ovaltineas the subject of the report THE USE OF 7Ps TO ACHIEVE BUSINESS OBJECTIVES 2.1 7Ps marketing mix Milo Ovaltine Product Nestle MILO Barley is a perfect combination of the unique aroma of cocoa and the rich source of protein and nutrients from milk, whole wheat bran and vitamins, and minerals (Nestle Milo, 2017) Nestlé MILO contains Protomalt® a superior nutritional extract from whole wheat bran that provides longer-lasting energy for learning, playing sports and physical activity (Nestle Milo, 2017) ❖ Characteristics: - Provide nutritional products for children - Encourage consumption of whole meal and bran foods - Promote healthy eating and lifestyle, including healthy physical activity Ovaltine is also a malted-chocolate drink Compared to Milo, Ovaltine seems to have an advantage with 30% extracts of barley germ from Wives and a 180 ml volume for higher kcal than Milo Ovaltine chocolate barley is made from nutritious milkshakes and milk, processed in a specially formulated formula Barley Ovaltine chocolate taste is delicious with moderate sweetness, helping to supplement energy suitable for children to start a new day full of energy and dynamism Drinks can be compact, convenient especially for children to bring with them when going to school or picnic ❖ Characteristics: - Milk is made from Swiss germ of barley - A drink for breakfast full of nutrients Price To talk about Milo's products, Milo is divided into many different categories: - Milo cans: 15.000VND/can - Milo malted-chocolate drink 285g: The price of Ovaltine is quite similar to Milo Ovaltine is divided into some kinds: - Ovaltine powered milk 285g: 40.400VND 43.900VND - Milo 180ml: 26.200VND - Milo 110ml: 17.500VND (sosanhgia,2018) - Ovaltine 180ml: 25.000VND - Ovaltine 110ml: 16.600VND (sosanhgia,2018) About the price strategy of the Ovaltine and Milo quite similar Both lines are aimed at parents of children aged 6-14, with low to high income Therefore, the price of milk products is relatively suitable for the average monthly income of Vietnamese families (per capita GDP is $ 2,200 per year according to 2016 statistics) Place Milo dairy products are widely distributed throughout the country, from big cities like Ho Chi Minh City, Hanoi, Da Nang to the countryside To talk about the distribution channel, Milo belongs to an indirect distribution channel The first manufactured goods will be distributed through two intermediaries: wholesalers and retailers, and then to the consumers For example, Vinmart, Fivimart, Coopmart, Q.Mart and so on Ovaltine milk products are not sold as widely as Milo Only a handful of supermarkets and grocery stores are selling this product The distribution channel of Ovaltine is also indirect For the Ovaltine, from the manufacturer, the Ovaltine line of products is taken to the big supermarket and will reach the customer For example, only the big supermarket will have this product such as Vinmart or Fivimart are selling Ovaltine products With the development of Industrial Revolution 4.0, Milo’s and Ovaltine's products are being sold via e-commerce websites like Tiki, Lazada, Shopee, Adayroi, and so on This type of shopping is more convenient so the customers can easily to buy their products and they don't have to go outside Promotion Milo advertises primarily on the internet through news, video In March of 2014, they released Milo Vietnam's Facebook In August 2013, the website of Milo Vietnam was put into operation Milo Vietnam also advertises extracurricular activities such as banners, billboards, leaflets, posters to attract customers ❖ Promotion: Buy Milo change bag: This is one of the brilliant ways to attract customers Milo Vietnam They hit the user's psyche to offer a promotion that customers have to buy their products (Nestle Milo, Ovaltine is mainly advertised on Facebook to attract customers Thanks to this popular media, customers can evaluate the quality of their food with the naked eyes; keep up to date on the latest food news, prices and feedback between companies Barley milk production in Vietnam Until recently, the Ovaltine product appeared more on the billboards as well as the Internet to attract the attention of customers ❖ Promotion: Ovaltine Vietnam always has a small toy when you buy milk and this is one of the factors that attract the babies to increase sales for Ovaltine (Ovaltine Facebook) 2017) ❖ PR: Milo also organizes many health-focused activities to promote their brand In addition, Ovaltine has not been involved in many health protection campaigns such as Milo so that access to Ovaltine customers to the present is still limited People Every Nestlé manager is asked to motivate and motivate employees, always looking for ways to improve their way of doing things, creating changeable atmosphere, promoting innovation They are experienced in the international environment, respecting the cultures of the world, taking long-term strategic approaches rather than short-term ones With the size of a global corporation, Nestlé gives employees the opportunity to grow their talent to the maximum, thanks to a network of operations without borders Nestle offers its employees a dynamic salary and wages system that competes with the market in all aspects, including salaries, short and/or long-term bonuses, additional benefits for wages or benefits society (Nestle Vietnam) Ovaltine is a subsidiary of FrieslandCampina Vietnam in the top 20 workplaces and the top 10 FMCG companies The office in FrieslandCampina is constantly being expanded and rebuilt with open, modern design, encouraging teamwork The office design is friendly with diversified and flexible workspace, full and modern equipment Nguyen Dinh My continued to share the strategy set for himself very early "Good environment is the most important catalyst for advancement in the workplace It will give you the opportunity to learn more and add 'fire' to improve your knowledge and influence, "and that is why we chose to work with FCV Besides, during the apprenticeship period, applicants will have a paid apprenticeship, some necessary allowances such as gasoline, lunch and basic welfare (accident insurance) Process Nestlé's distribution center is located in Bac Ninh province, which is very convenient for distributing products from the factory to the northern provinces Nestlé's products are manufactured and packaged with modern technology by strict quality management procedures of the Group to ensure quality products meet Swiss standards What makes the factory different is that the production is done below and the food engineers can monitor the entire process through the transparent glass system above Ovaltine is produced on the modern line, strict inspection of food safety and hygiene is one of the leading products in the cocoa beverage sector, barley With a 180ml paper box design, adding Ovaltine DHA + in addition to the daily diet improves nutrition and energy, helps develop both physically and intellectually, is ready to explore, learn, promote creativity in all learning activities, play (Product self-declaration) (Nestle Vietnam, 2017) Physical evidence Packaging for the product is also emphasized in the design phase so that it is easy to shop and match the characteristics of the product Canned milk products will be packed in a four-casserole bag wrapped in transparent plastic wrappers, Milo paper milk cartons are designed so as not to damage the mousse during transport if purchased larger quantities will be is packed in a rectangular box containing 12 blisters For powdered milk products, it will be packed into rectangular boxes that are easily digested in the environment and not pollute the environment like another plastic packaging Cans of Milo milk cans are made of tin and are retail for every can in convenience stores Packaging for Ovaltine products is also carefully prepared and the box is a purse and is packed in transparent plastic bags to ensure that transportation will limit damage to the box For customers wishing to buy more, they will be placed in sturdy cisterns to ensure that the movement does not occur 2.2 How companies achieve their overall business objectives Milo By using the color green with brown letters, Milo has created a unique image for itself in the mind of Vietnamese people Everytime they see the color of green cans, usually Vietnamese consumers will relate to Milo brand with the traditional green color Ovaltine Ovaltine uses red packaging and blue letters for its nutritional products to make it easy for consumers to recognize This helps the user to think of a reddish-colored drink that will be Ovaltine Nestle have brought out many types under the brand Milo such as powdered milk, iron and paper can milk, and the most recent product is Milo Cub created a fever in the consumers’ market Nestle puts a reasonable price tag that is not too different from the other products in the same field of work Ovaltine launches products that available in a variety of product capacities This helps customers enjoy more flexibility It also helps Ovaltine compete with other vendors in the market The price of Ovaltine is cheaper than most other nutritional drinks, which affect consumers’ choice for nutritional drinks With promotion, Netsle has brought Ovaltine uses advertising such as TV ads, consumers with high quality and friendly nutrition products which resulted in the 90% market share of Milo in Vietnam market (Thang Nguyen, 2018) posters, and gift-giving events when customers purchase a certain amount of Ovaltine This helps increase the interaction between customers and products as well as increase brand reputation throughout Vietnam THE DEVELOPMENT AND EVALUATION OF THE NEW MARKETING PLAN 3.1 Company overview Ovaltine is a product of FrieslandCampinaVietnam (FV), a joint center company established in Vietnam in 1995 Known as Dutch Lady from 2002 and changed in to FrieslandCampina Vietnam in 2009 Development process of FrieslandCampina Vietnam FV’s mission is “To improve the lives of the people in Vietnam “ FV wants their spirit of “responsible living” to be spread and becomes a business’s culture, an annual activity and a strong commitment for the belief of all businesses, partners, communities and society 3.2 The analysis of current marketing situation SWOT analysis is used for a comprehensive view at the current marketing situation of Ovaltine Strength Ovaltine is innovative in their strategy and product They also have good positions for their factories, convenience for distributing products Finally they also have a good range of full-time staff Weakness The lack of information about the company can affect investors and customers’ loyalty Opportunity Vietnam is in the golden population age with the belief from the people is that milk is going to make their children grow taller and stronger Golden age combine with the culture of Vietnam makes it a good environment for beer development (Euromonitor, 2017) Threat Many competitors both in the beer industry and milk industry from both foreign and domestic and the tax for beer rose to 65% in 01/01/2018 (TuQuyen, 2017) 3.3 New marketing objectives For the new marketing plan, new objectives are developed: Create the image for Ovalbeer - Upload video to run ads on popular platforms such as Youtube, Facebook, Instagram, etc - Organize promotion events and make use of special events like Tet Holiday - Organize trials for people around office areas like VTC building on Tam Trinh street as the building has 20 storages of offices and storage for game center, on Le Van Luong street where there are a lot of offices and families can also open small trials street vendors - Provide instinctive for the product Start bringing back revenue after year - Distribute the products in as many stores as possible in order for it to become a FMCG - Open stores for Ovalbeer products with lower price to promote the brand - Create website to order Ovalbeer 3.4 STP In this part, we introduce the latest product for our company Ovalbeer - the Switzerland’s fermentation beverage Market Segmentation: Criteria for Market Segmentation (Consumer markets): Behavior In this segment, consumers are grouped based on benefits they can get from the product:  Low fat and sugar beverage: With the large amount of fat that many people consume nowadays and up to 48 percent of Vietnamese have a high-chance of heart disease according to Vietnam Heart Association in 2016 (Loan, 2016), more and more people are into healthy food and drinks for themselves and their family members, thus, people who are on a diet require a beverage that could provide enough energy and nutrition for them without adding too much fat  To deal with sleeping difficulty and appetite control: Having a great source of Vitamin B, the product can help adults and kids who have sleeping difficulty due to stress with its large amount of Vitamin B and for small children, the drink helps them to have a better appetite especially for children who have Anorexia nervosa With the new product, another benefit is added to the behavior segment:  To enhance the digestion: Nowadays, in many big cities, not only kids but many young adults are also suffering from Dyspepsia due to the great amount of pressure each individual has to deal with and with that amount of stress passing from times to times (Xuân, 2017) With Ovalbeer, users will feel better and have a more enjoyable meal than before Geographic Ovaltine’ products are available in many big cities like Hanoi, Ho Chi Minh, Da Nang and in other well-developed area of Vietnam but can only be found in certain supermarket, convenience and grocery store Demographics For the previous line of products (Nutritious Ovaltine-Malted chocolate flavor beverage), buyers are Mom who wants their small children (age and above) to have enough nutrition for their growth and for teenager (age 13 and above) who want to have everyday power and nutrition For Ovalbeer, the information is listed at the Tactics and action Psychographics  Parents who are worried about their children health Ovaltine is quite affordable and can provide healthy nutrition with just a small amount: 110ml pack with a recommend use of packs per day and 180ml pack with packs per day Moreover, Ovaltine Vietnam has packet products: Nutritious Ovaltine-Malted chocolate flavor drink with new ingredient for teenagers and above, the other one is Nutritious Ovaltine-Malted chocolate flavor drink with DHA+ for small children that aimed at parents (especially mother) who look after their children  People who have a busy life Ovalbeer and Ovaltine is the optimal choice for people who have to a lot of study, people who have to spend most of their time working or for busy mums who have to look after their small children and want to refresh themselves after a hard working day  People who into chocolate flavor drinks Ovaltine is a combination of rich and smooth Swiss chocolate with malt extract that guarantee a delicious and nutritious drink for chocolate-lovers 10 supermarket and store, plus 250 TH True Mart that allocated across 56 provinces and cities in Vietnam (Huyền, 2018) In contrast, Ovaltine, a brand came from Switzerland and for most Vietnamese, they have a perception that products from foreign countries are superior to domestic products, especially from Europe are highly recommended (VOV, 2016) Recently, people have been choosing Ovaltine Vietnam because of their latest campaign about a controversial issue in Vietnam that kids are supposed to have fun rather than winning and competing with each other as this campaign aimed at the target customers of Ovaltine: kids and their parents (Việt, 2018) TACTICS AND ACTION The implementation of the new product requires some changes in the 7Ps analysis New product Price OVALBEER OVALBEER is a product for adults from the age above 20 who have middle to high income The price for OVALBEER 500ml can is 30.000 dong and 250ml can is Place Promotion 15.000 dong OVALBEER is considered as a light alcohol drink so this product also available in the place which for adult like Bar, Pub, alcohol store Provide customer a trial product at super market, store Co-operate with famous influencers like Mr HoaiLinh, Mr.Tuan Hung and others by inviting them to using OVALBEER and become the representative Process of OVALBEER Separate production line will be installed for a natural barley fermentation system with a special formula from the Frieslandcampina company Physical headquarters in Switzerland Packaging for OVALBEER is carefully prepared The product retains its evidence distinctive red color with the name: OVALBEER in black and the slogan lines printed on the cans: good health - good life in red Cans are made of 13 tin in the closed line to ensure food safety For customers who wish to buy more, they will be placed in sturdy cisterns to ensure that the movement does not occur BUDGET AND PEOPLE ALLOCATION For product-launch event such as opening events and promotion counter at supermarkets for customers to know and try the new product will take around the total of months for opening events: months for the application for license process to complete, in that time, it will take months to recruit people for the event and months prepare materials such as panels, counters, uniform, etc The estimated budget for these activities is around 900 million dong: 600 million for materials, 300 million for employee’s salary and another 500 million dong for the leasing of commercial space Furthermore, for influencer, as we sent the new product to the middle-age stars that already have a family, the money we pay for them will depend on the scale of popularity: scale is 50 million dong, scale is 100 million dong and scale is 250 million dong and the number who receive the product are around people so the total cost should be approximately 500 million dong and another 100 million dong for the research team to find the right influencer EVALUATION To evaluate the success of this marketing plan, we use primary data for a trustable source, realtime information and high flexibility to serve the new product and to find out more information related to the new target customers For the source, the quantitative method is applied to collect quantifiable data about the new product so the company can measure the number of people 14 that interest in the product and what they think, feel or act in some ways The data will be collected via questionnaires-based survey on two platforms which are Facebook analytics and Google Form as they have a user-friendly interface and can provide analysis for the research team Survey will be conducted directly on the default questionnaires system of Facebook and through popular social networks among Vietnamese like Facebook itself, Instagram, Zalo and through websites with the link of the Google Form survey system so many people can participate Last but not least, the re-evaluate process will take place at the end of every months by collecting data from all sources and make changes to the survey or platform CONCLUSION With the achievements that Nestle and Ovaltine achieve, we see the influence and the level of credibility consumers for the company It can be said that in addition to the real quality that the product brings, the marketing work is a vital part to make that success From the micro, macro factors help the company see the potential and challenges encountered Through it, the company will more easily promote strengths and overcome remaining weaknesses Looking at the content, it is evident to everyone that Nestle and Ovaltine are two brands that are familiar and close to everyone With an extensive distribution network spanning large shopping malls, supermarkets, and Milo's, there are also small grocery stores in the neighborhood So when there is demand for products we can easily buy without looking far Additionally, Nestle and Ovaltine also have promotions to attract customers as above Plus, there are practical activities such as sponsoring sports tournaments In the future, these two brands will develop strongly in the world With intense competition, companies need to continually innovate and improve their quality to meet the increasing demands of consumers That requires the marketing department to always research and understand the market to be able to help the company in the right direction propriety APPENDIX  Company overview In the year 1924 two lines of FV’s product were exported and sold in Vietnam (Longevity and Dutch Lady) The year 1994, 1995 marked the collaboration of Vietnam Foremost (Friesland Foods &Protrade) and first factory (Foremost Binh Duong) built in Binh Duong The first order was made in 1996 and in 1997, the first fresh milk cooling center and a model farm were presented to public The company then changed their name twice first in 2002 in to Dutch Lady and changed to FrieslandCampina Vietnam in 2009; the second name is used since that time 15 FV have received many Medals from the Government of Vietnam demonstrate the gratitude of the Vietnamese Government as well as the people in the society of Vietnam  Macro and Micro analysis Strength Ovaltine Vietnam has recently been very innovative both in the products they created and the marketing strategies that they used This has been shown first through the new arrival of Ovaltine DHA+ Took in to account that every year in Vietnam since 1965, there are around a million babies were born (Danso.org, 2018), Ovaltine have developed a new kind of barley cocoa drink that contains DHA – an essential fatty acid that support brain development and enhance cognitive ability, especially for children from to years old Calling this Ovaltine DHA+ and in october 2018, the product has become a big hit and recogniza all over the online news channels in Vietnam like VnExpress, Enternews, Dantri… The second innovative action taken by Ovaltine although not new around the world but considered one of the rare moments in Vietnam a brand have made a provocative action toward another (Viet N., 2018) While Milo then was well known for their consistent message of drinking Milo to become “the champion”, Ovaltine have created a new message quoting a mother that said to hers kid:” Don’t need to be a champion, only if you liked it” Not only did the campaign run online, Ovaltine also put a banner with the picture of a girl pointing at the banner of Milo on the other side of the street with the saying After that, the name of both brands continuously appeared on many well- 16 known news sites like Brandsvietnam and Vnexpress and received a lot of interest from the customers through social networks like Facebook, Instagram, etc FrieslandCampina Vietnam also have strategic positions for of their main factories at Ha Nam (60km from Hanoi) and Binh Duong (70km from Ho Chi Minh city), very near the two big markets in Vietnam with over 7.6 million people (Minh Anh, 2017) and over 13 million people (Ta Lam, 2017) FV now has over 70 Vietnamese vets, engineers, technicians and Dutch specialists working full time for the project (Dutchlady.com, 2017), ensure not only the quality of the product but also to develop the product to satisfy the demand of the Vietnamese market Weakness The Online department of Ovaltine has maintenance for so long making the information about Ovaltine non-transparent Ovaltine.com.vn crashed for weeks now and it is still has not been fixed To find information of Ovaltine people have to look in brands that almost have never been mention with Ovaltine which is DutchLady The main page of FrieslandCampina does not have any information of Ovaltine, not even in the brands of the company This makes the information about the firm non-transparent and unreliable Opportunity According to VIRAC – an industry research and consulting company in Vietnam, in the period 2010 – 2016, sales of Vietnamese dairy products reached doubled yearly growth of 11,7% This has made Vietnam become a potential milk consuming market (Van Anh, 2017) 17 (VIRAC, 2017) Opportunity also comes from the amount of babies when in Vietnam since 1965, there are around a million babies were born (Danso.org, 2018) And Ovaltine is the product for kids and teenagers to provide nutrition for their bodies, so the more babies are born, the more potential buyers in the future This will make Ovaltine’s products overall more well-known in Vietnam not only for Ovaltine but also for its new products “Vietnam is going to be a noteworthy market thanks to the street food culture and rapid urbanization, beer consumption in Vietnam is forecasted to reach the highest growth rate in 2016 -2021” (Euromonitor, 2017) and from Bloomberg in 2017, Vietnam will become the next important market for alcohol industry According to Dieu Thu in 2018, Vietnam is the highest beer consuming country in South East Asia and stands third place in Asia only behind Japan and China In 2017, the people in Vietnam consumed around 305 million liters of wine and 4,1 billion liters of beer Quoting from the director of Sapporo Vietnam Mikio Masawaki, Vietnam might consume more beer than billion litres / year in Japan in the next several years (Minh Tuan, 2017) VBA have also released the statistic report about the beer industry in Vietnam is growing over 5% every year Finally, a research conducted by WHO in 2017 showed that 77% Vietnamese men drink alcohol (Euromonitor, 2017) Threat 18 Vietnamese milk market has a lot of competitions both domestic (Vinamilk, TH True Milk, etc.) and foreign corporations (Meiji, Blimil Plus, etc.) Vietnam has a lot of public schools from primary schools to high schools From the Physical Education point of view, with limited capital and high quantity of schools, the government cannot provide the students with all types of sports activities to develop at school, one of them is basketball Basketball is well known in Vietnam or making children taller, this was posted through popular news sites like news.zing.vn, Vietnamnet, kenh14… although this have proven to be only a small factor for height ( Bart Loews, 2016 ), Vietnamese mothers still hold strong believes in this fact This aspect has been exploited greatly by Ovaltine’s competitor, Milo, with basketball loops all around primary and secondary schools in Hanoi like Binh Minh, Ngo Si Lien, Hai Ba Trung… At the same time Milo also establish many sport leagues like Milo cup in basketball and football (Van Cuong – Xuan Son, 2018) (Van Cuong – Xuan Son, 2018) Quoting from Binh Nguyen in 2016, two more factors could threat the development of Ovaltine First is the FTA (Free Trade Agreement) With the help of FTA, business can use this to create more competitive price strategy to enter the Vietnamese milk market “Reducing 3% might not be a problem for the producers but – 10% tax with dairy products than foreign milk will surely have a reason to come in to Vietnam” ( Pham Thi Kim Oanh , 2016) Statistics have also shown 19 that 75% of powdered milk is made by foreign brands, for that, fresh milk is becoming the savior of the Vietnamese market (Binh Nguyen, 2016) Because of FTA powdered milk is not a potential option for businesses in Vietnam, so domestic businesses have focused mostly on fresh milk The second factor that threaten Ovaltine is fresh milk are dependent on cows, and according to Fiona Quinn in 2016, in Ireland, grass are green all around the year Meanwhile in many countries in the world, farmers grow cereals, cut grass, and feed the cows in byres This model will cost times more than leave the cows naturally graze The milk price of Vietnam is now about 13.000 VND / liter while in Australia, New Zealand… is only about 8.000 VND / liter The beer industry in Vietnam at a glimpse seemed like an easy catch with high demand and consume, but also for that reason, the beer market in Vietnam 2018 is very competitive with a lot of competitions, and the divest of the Ministry of Industry on Habeco and Sabeco in 2017 was forecasted by John Ditty of KPMG Vietnam to be an opportunity for even more foreign competitors to join the Vietnam beer market There are also many competitors in the beer market in Vietnam: Heineken, Habeco, Sabeco, Sapporo, Carlsberg… (VCSC, 2017) One example of how competitive the beer market in Vietnam is was the product beer Laser by Tan Hiep Phat in 2001 with the lots of over 100 million USD due to lost to Heineken in the distribution process (Hoanh San, 2017) 20 Another threat to the beer industry for new entrants is the tax Consume tax raised for 65% in 1/1/2018 led to the consumers will have to pay 45, 9% tax when drinking a bottle of beer (Tu Quyen, 2017)  New marketing objectives Objectives Measurable Attainable Promote image Cost : billion VND High amount of people using social network 46 million (We are social, 2017) People in Vietnam are trying to reduce use of alcoholics especially on Tet holiday as it has always been a vacation for families to meet for Vietnam Bring back revenue Breakeven after one year Opportunity of SWOT Result – oriented After Tet holiday the image will be spread to 35 million people frequently using social network After Tet holiday at 11/02/2019 Start to produce profit after one year billion VND after 2020 Tet holiday at 04/02/2020 2020 Tet holiday at 04/02/2020 Time - bounced  Positioning perceptual map Additional information for the latest 2018 campaign of Ovaltine: It’s believed that many Vietnamese parents want their children to be “a jack of all trades” which result in causing a lot of stress for kids and may affect them not just at the moment but further in their growth and development (Nương, 2016) For that reason, Ovaltine is trying to deliver its message to all parents that the best way for children to learn is through having fun, not by winning and earning the highest achievement, thus, criticizing their competitor’s message by adding images with a green background and associated with pictures of a sad and depressed kid  Resource allocation for promotion video Production time The promotion video was filmed on November 16th 2018 and took about hours The editing and rendering were done in around 12 hours: 11 hours for editing and hour for rendering Member and their roles:  Pham Hoàng Lân: Actor- Character: Son 21  Nguyễn Phượng Hoàng Anh: Actor- Character: Father  Thành Thu Trang: Actor- Character: Mom  Lê Minh Duy: Cameraman and video editor Material for production:  can of TH True Malt purchased at TH True Mart Lo Ducstreet for 12.000 dong  color printed Ovaltine logo for around 3000 dong Total cost: 16.000 VNĐ 22 REFERENCE Loan, T (2016) Báo động: 5000 người Việt Nam mắc bệnh tăng Huyết áp [online] Sức khỏe & Đời sống 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