Oct 22, 2017 - Develop an authentic marketing plan to communicate to millennials that ... implement both in stores and v
HELLO AND WELCOME
TO THE EXPERIENCE OF A LIFETIME
Thank you for joining Unilever Future Leaders’ League Indonesia 2017! You are now embarking on an exciting journey, giving your career a headstart through creating real business impact on real business challenges! This pack provides an all-in-one summary of what you need to do at this stage of the business case competition.
STEP 1 STEP 2
Find out this year’s challenge in the Bango Case Booklet or video. Present your solution to our business challenge in a 3-minute video and submit a creative CV Submit them according to the Submission Guidelines by 22nd Oct 2017, 2359 hours.
What’s in this case pack? 1.
2. 3.
Case Booklet & Judging Criteria Video Submission Guidelines Rules & Regulations
QUESTIONS? If you have any question, please check our FAQ document, and you might find a quick answer to your question. Otherwise, please email us at
[email protected] or you can reach us through LINE at @ufllindonesia and we will answer you as soon as we can.
ABOUT BANGO
Bango taste has never been changed since its first production in 1928. It has always relied on the best ingredients consisted of water, salt, coconut sugar and black soybean. Bango taste is unique because we only use the black soybean that is grown and handpicked exclusively by Bango farmers. Bango has always been a part of every Indonesian moms. Bango moms are they who always wholeheartedly give everything best for the family. While the family works hard to progress and do well in life, she wants to ensure that they stay connected with the values. Through the delicious food she makes, she helps them appreciate the Indonesian roots. Bango moms tend to be quite traditional and conservative moms with range of age >35 years old, they have 1-2 kids ranging from 7 years and up with a more stable monthly income.
THE CHALLENGE! Do you know 1/3 of total population in Indonesia are millennials (age range: 20 – 36)? Most of them are first jobber and just recently married or have 1-2 young kids. They will be the backbone of Indonesian economy in the future. However, the majority of Bango moms is still generation X while millennials generation is still under-indexed.
YOUR CHALLENGE! Develop an authentic marketing plan to communicate to millennials that
is relevant to them. Where we need your help? As the brand owner of Bango, help us to answer the challenge by answering these question: 1. Bango is a brand that already existed for 89 years and known as a brand that supporting authentic Indonesian cuisine. Based on your opinion, why most of the millennials moms still not consume Bango? What are the insights? 2. Based on those insights, how Bango should position the brand to be relevant to millennials moms? And what are the marketing strategies that you want to implement both in stores and via digital?
Helpful tips & important guidelines 1. Create your video submission & creative cv Be creative
Length
Videos and CV can be in any creative format. • For video e.g. vlog, animation, recording an actual presentation, skit, etc. • For CV e.g. M. Word, adobe, PowerPoint, etc. Later on, please convert it to pdf.
• Video should be under 3 min. Those exceeding by 5 sec or less will be penalized (-10% of total score). • The creative CV must be in 1 page.
2. FILL IN THE FORM THEN SUBMIT YOUR VIDEO AND CV
Upload your video to YouTube and ensure it set to public. The tittle must be: Unilever FLL Indonesia 2017_Fullname. We want to see your ideas, therefore please focus on the ideas.
Please state about your organizational experience and your contribution during that period. Be creative! The tittle must be: Unilever FLL Indonesia 2017_CV_Fullname.
Please got to our website and click apply now! www.unileverfll.id Fill in the form. Upload your creative CV. Copy your video link. And submit!
QUESTIONS? If you have any question, please check our FAQ document, and you might find a quick answer to your question. Otherwise, please email us at
[email protected] or you can reach us through LINE at @ufllindonesia and we will answer you as soon as we can.
JUDGING CRITERIA
Brand fit
Relevance
Stay away from expensive marketing strategy channels such as TV commercials. Be quirky and smart. Leverage Bango values-led-stories (you will find lots on our website).
The marketing plan must be relevant to millennials in Indonesia. The campaign ideas should be innovative and have an impact on brand perception.
CREATIVITY / AUTHENTICITY Be creative and authentic – Think out of the box and write a crazy *but feasible* plan.
RULES & REGULATION 1. PARTICIPATION/ ELIGIBILITY UFLL Indonesia is open for all Indonesian participants who possess the following criteria: Indonesian undergraduate students, in 2nd year – final year of study as November 2017. Any major an university is free to apply. Interested in building career in FMCG industry.
2. COMPETITION SCHEDULE 2nd – 22nd Oct
Entry Phase
6th Nov
Top 30 announcement
13th – 17th Nov
U-camp uFll finals
2018
GLOBAL FINAL ROUND
3. Other term and conditions A. All correspondences, including the results of each FLL stage, will be announced to shortlisted participants via the registered email address. B. Registration and submission of entries implies automatic acceptance of rules and regulation of the contest. In the event of dispute, the decision of Unilever is final. C. Submissions not complying with all rules are subject to disqualification. D. Neither participants nor winners shall receive any compensation or credit for use of their submissions. E. Unilever reserves the right to disqualify anyone who, in their opinion, has tampered with or disrupted the entry process or operation of this contest or violated the rules. F. The decision of Unilever is final and no correspondence will be entertained.
