Ny Bui
During a Marketing contest, me and my friends had to come up with an IMC Proposal to NESCAFÉ Brand Manager to: - Re-connect emotionally and offer beyond product with our target consumers - the coffee explorers (tap into their “Me Time” moments at home); - Plan an IMC Plan (digital focus) for a 3-month campaign to gain back 2% Penetration of our target consumers.
Category:
Marketing, Research
My role:
Market research, presentation design
Tools used:
Google Presentation, Figma
Duration:
1 month
At-a-glance
This is a project my friend and I did in my 3rd year at university in a nationwide marketing competition for undergraduate students named “Marketing Challengers 2022”, hosted by Business Club of RMIT University Vietnam.
The challenges and deliverables
The brief: 🔗 Link
As a Brand Manager for NESCAFÉ Barista range, you need to come up with an IMC Proposal to Coffee Business Director to:
The Strategic Approach to re-connect emotionally and offer beyond product with our target consumers - the coffee explorers (tap into their “Me Time” moments at home)
IMC Plan (digital focus) for a 3-month campaign to gain back 2% Penetration of our target consumers
Budget: 5 bio. VND
What we achieved
We surpassed 1100+ contestants to become the 1st runner up!
