Quy trinh hoach dinh digital marketing qua coca cola case study
Upcoming SlideShare
Loading in...5
×
 

Quy trinh hoach dinh digital marketing qua coca cola case study

on

  • 1,242 views

Quy trình hoạch định Digital Marketing qua Coca-Cola case-study

Quy trình hoạch định Digital Marketing qua Coca-Cola case-study

Statistics

Views

Total Views
1,242
Views on SlideShare
1,166
Embed Views
76

Actions

Likes
0
Downloads
79
Comments
0

1 Embed 76

http://digitalk.vn 76

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Quy trinh hoach dinh digital marketing qua coca cola case study Quy trinh hoach dinh digital marketing qua coca cola case study Presentation Transcript

  • “Copyright
©
2008
red
|
brand
builders.
All
rights
reserved”.
 1
  • red is beautifully simple and powerfully bold. The colour of passion, life, luck and success.
  • To build a sustainable competitive advantage. We create long-term brand building partnerships.
  • A full-service branding and marketing agency. The red team blends international expertise with local know-how, offering clients clever ways to connect their brands with consumers to deliver winning results.
  • We start with an analysis of our clients’ complete brand environment, speak the truth in advising what needs to be done, and make it happen. Vietnam market entry - Brand strategy Brand campaigns - Brand design - Brand packaging Brand activation - Brand digital - Brand trade marketing
  • Marc Graduated from the David Syme Business School in Melbourne, has built and operated brand consultancies for more than 20 years, and held several interesting corporate roles – Grocery Merchandising Manager Safeway Australia, Marketing and Sales Director Kellogg’s Australia and Regional director of Marketing Burger King Corporation. In Vietnam Marc has been Managing Director of JWT and in house Marketing Coach for Unilever Vietnam. Marc began an intense strategic internet focus in 1998. In the digital space he consulted to Glorious Sun Enterprises Hong Kong in 1999 to develop online retail strategy for Jeans West – Project name VIRUS. He then worked as GM of a JV between WPP and Beijing Telecom in 2000 in Beijing, to build a personalised web portal in Mandarin. Numerous online projects have followed. All brand led, rather than technically driven.
  • Originally from Northern Ireland, Chris has lived in the region for 8 years, the last 3 in Vietnam. A UK Chartered Marketer, Chris has been at the forefront of digital marketing practice since it’s commercial inception in 1997. Chris has helped to build many famous brands throughout U.K. and across Asia Pacific. Setting up one of the leading digital marketing agencies in Singapore in 2000, Chris has had the pleasure of launching British Airway’s first flat bed online, Japan’s first multi-lingual ecommerce linked internet radio station, and Volkswagen’s first SE Asia “visualizer”, directly linking customers to their local dealers across 8 countries. More recently, Chris has lead agency teams to develop Tiger Beer’s regional digital marketing efforts and the complete re-engineering of online customer service for both Citibank Asia Pacific and Malaysia Airlines, respectively winning the year’s Asia Tourism and Travel Award for “Best Airline Online Marketing” and “AC Nielsen / Global Finance Magazine “Best Consumer Internet Bank” 3 years in row.
  • todays
presentation • Marc
Gough: – why
is
the
digital
channel
so
critical
in
brand
building
? • Chris
Elkin: – What
is
the
most
effective
process
to
follow,
in
order
to
use
the
digital channel
to
build
your
brand
? • Our
case
study
today
is
based
on
our
analysis
of
how
Brand
Coca‐Cola is
using
digital
channels
in
the
USA • Best
practice
work,
from
the
worlds
most
valuable
brand 8
  • as
professional
marketers
we • Build
Brands
by
forging
emotional
connections
between products
or
services
and
consumers – Because
an
emotional
connection 






is
a
sustainable
competitive
advantage that
consumers
will
pay
a
premium
for 



and
that
competitors
will
struggle
to
duplicate 9
  • we
understand
the
change From
label To
brand and
the
value
it
creates 10
  • • Coca‐Cola’s
revenue
2007:
28
Billion
USD Source:
The
Coca‐Cola
company • Coca‐Cola’s
brand
value:
66
Billion
USD Source: – a
little
later,
Chris
will
talk
about
how
Coca‐Cola
are
using the
Digital
Channel
at
the
heart
of
their
brand
building – but
lets
start
by
reviewing
the
brand
building
process 11
  • Step
1:
Create
a
Brand
Framework Proposition:

Brand
Coca‐Cola
‐
‘Refreshment’ Benefit(s):

Refreshment
in
body,
mind
and
spirit Reasons
to
Believe: Functional • • • • Water,
sugar,
caffeine ‘Secret’
formula Carbonation ‘Burn
and
bite’
at
the back
of
the
throat sustainable
advantages Emotional • • • • Social
acceptance Contemporize
and
connect
yourself Optimism A
personalised
world 12
  • Step
2:
brand
identity
‘embodies’
the
framework 13
  • Step
3:
campaign
amplifies
the
brand
proposition 14
  • emotions
are
the
key
to
value • brand
campaigns
‐
communicate
both
functional
and emotional
RTB’s – but
in
many
categories
functional
Reasons
to
Believe
are ‘cost
of
entry’ • emotional
RTB’s
‐
build
relationships,
loyalty
and
‘meaning’ into
transactions – the
core
of
sustainable
competitive
advantage
and
the creation
of
‘brand
value’ – and
when
you
consider
communication
channels.... 15 13
  • ...digital,
is
the
most
emotional
channel 16 14
  • ...because
digital,
is
the
most
personal
channel 

































 your
phone,
your
blog,
your
email,
your
iPod, your
social
network,
your
address
book... 
















....chosen,
managed,
and
used
only
by
you 
















































communications
feel...
‘just
for
you’ 17 15
  • In
the
media
mix,
digital
is
also the
most
measurable
channel 


















&
potentially,
the
most
cost
effective
channel but
there
is
a
lot
of
noise,
because
of
low
barriers
to entry,
which
is
why
a
disciplined
digital
planning
process is
so
important 












































‐
thank
you
for
your
attention 




I’d
now
like
to
introduce
Chris
Elkin
to
talk
about
the
digital planning
process... 18 16
  • Your
brand
experience
is
created across
many
‘touch
points’
  • With
so
many
digital
touch
points how
do
you
build
your
brand
online?
  • Creating
your
Digital
Brand
Building
Strategy
  • Creating
your
Digital
Brand
Building
Strategy
  • Your
online
value
proposition An
OVP
is
all
about
extending
your
overall
brand
proposition
‐
to offer
unique
online
benefits
and
and
new
experiences
to build
your
brand
relationship Creating
a
brand
OVP
enables
you
to
clearly
set 






































digital
marketing
objectives and
measure
business
results
  • Creating
your
online
value
proposition Put
your
target
audience
attitudes,
demographics
and online
behavior
at
the
heart
of
your
digital
marketing planning Combine
your
OVP
with
your
brand
consumer
insights
to create
a
unique
online
brand
experience
  • The
Coke
online
value
proposition Online
Value
Proposition Creates… • mycoke.com • A
completely
new
virtual experience
extending the
‘Coke
Side
of
Life’
to
create a
deeper
brand
relationship through
digital
channels
  • Creating
your
Digital
Brand
Building
Strategy
  • Raise
awareness
‐
spread
the
word Search
Engine
Optimisation October
2008
‐
29
billion
searches
in
Asia
Pacific.
Source
comScore,
inc. “In
Southeast
Asia,
Vietnam
is
the
number‐one
priority
of
Yahoo.”
Tom
Sipple,
MD,
Yahoo
SE
Asia
  • Raise
awareness
‐
spread
the
word x Improve
the
volume
and
quality
of
your
audience
“naturally” Create
reciprocal
links,
content
and
HTML
coding
relevant
to
specific
keywords Remove
barriers
such
as
too
much
‘flash’
animation
  • Raise
awareness
‐
spread
the
word Search
Engine
Key
words
&
sponsored
links Pay‐per‐click
to
increase
your
site
ranking
&
visibility
in
search
engine
page
results Google
AdWords,
Yahoo!
Search
Marketing
and
Microsoft
adCentre
largest
players
  • Raise
awareness
‐
spread
the
word Paid
Online
Advertising 


































Banner
Ads…
(yawn)
  • Raise
awareness
‐
spread
the
word Get
creative
and
seek
out
more Interactive,
Rich
Multimedia
formats
to
drive
traffic
to
your
site
  • Raise
awareness
‐
spread
the
word Online
PR
‐
Reach
audience
through
their
daily
news/interests
  • Raise
awareness
‐
spread
the
word Create
‘buzz’
across
high‐traffic
Youtube,
Forums
and
Blogs 
Viral
/
Content
Seeding
  • Raise
awareness
‐
spread
the
word Tap
into
the
Vietnamese
desire
to
share
and
express
themselves Social
Networking
‘Hooking’ Ads
can
also
be
place
in
a
highly
targeted
way
around
user‐demographic
info’
  • Raise
awareness
‐
spread
the
word Leverage
content
partnerships
/
sponsorships
  • Raise
awareness
‐
spread
the
word Leverage
Email,
Chat,
SMS,
Mobile Digital
word
of
mouth
effect,
anytime,
anywhere
  • Raise
awareness
‐
spread
the
word www.mycoke.com Communicate
your
website
address across
all
your
communication
touch
points Drive
audience
to
your
website
and
back
into
the
real
world
  • Creating
your
Digital
Brand
Building
Strategy
  • Differentiate
through
engagement Encourage
participation
with
exclusive
incentives 
“Design
The
World
A
Coke”
contest
  • Differentiate
through
engagement Personalise
your
own
Coke
bottle
design
  • Differentiate
through
engagement 1000’s
of
ways
to
express
yourself
  • Differentiate
through
engagement “Mash
up”,
rate
and
share
your
design
with
friends
  • Differentiate
through
engagement Share
brand
/
user‐generated
content
as
downloads
  • Differentiate
through
engagement Music,
Videos,
Wallpapers,
Screensavers
&
Desktop
Games… can
all
be
used
to
deepen
emotional
brand
connections
  • Creating
your
Digital
Brand
Building
Strategy
  • Drive
customer
acquisition Build
your
brand
database
and
opportunities for
interactive
experiences
and
ongoing
dialogue
  • Drive
customer
acquisition Provide
incentives
to
entice
your
audience
to
share
their
details mycoke
‘CC
Metro,’
is
a
3D
virtual
environment
offering
a
completely
new
experience
  • Drive
customer
acquisition Members
can
personalize
their
space,
socialize
with
other
members,
access
music‐mixers, gaming,
sports
and
entertainment, including
paintballing,
a
skate
park
and
a
theater
featuring
exclusive
videos.
  • Drive
customer
acquisition mycoke.com Integrate
online
and
offline
marketing
activities
to
drive
your audience
to
your
website
and
back
into
the
real
world
  • Creating
your
Digital
Brand
Building
Strategy
  • Build
brand
loyalty Build
ongoing
engagement
and positive
word
of
mouth
association mycokerewards.com
loyalty
program
  • Build
brand
loyalty Register online Collect codes from bottle tops Redeem codes online to be rewarded Recognise
and
reward
customers for
something
they’re
already
doing Since
late
2006,
1
new
member
has
registered
every
4
seconds, Spending
an
average
8
minutes
per
visit
  • Build
brand
loyalty Desktop widget to redeem cap codes & get latest news SMS/MMS contest /event entry/alerts Viral cards Partner e-coupons Always
consider
new
technologies to
strengthen
relationships
with
your
customers
and
partners Give
customers
rewards
that
drive
them
to
partner
stores
  • Creating
your
Digital
Brand
Building
Strategy
  • Measure
business
results What
is
working
and
what
is
not? –
Align
your
business,
brand
and
marketing
objectives –
Decide
how
your
objectives
will
be
measured
&
analyzed
at
the
start –
Set
benchmarks
for
success Leverage
key
learnings
to
continually
strengthen your
brand
online
value
proposition
  • Measure
business
results Brand
website 1)
Awareness Page
views Total
Website
Visits Referral
touch
point
sources 2)
Brand
OVP
‐
first
impressions Page
views
per
Visitor %
Traffic
on
homepage %
Homepage
Abandonment 3)
Engagement
‐
quality
of
interactions Touch
Points Most
popular
content
 Next
page
seen
after
homepage Average
Visit
Length Number
of
downloads
/
Visitors 4)
Acquisition
‐
new
members
/
sales Viral
Sharing Promotion
Entries Membership
Registration
‐
opt
in
/
out Brand
Sales
 5)
Loyalty
‐
repeat
engagement
/
brand
pref’ %
Repeat
Visitors
 Membership,
Brand
preference
&
sales
growth
over
time Consistently
measure
your
digital
interactions
to
increase 
the
relevance
of
your
online
vale
proposition
  • Creating
your
Digital
Brand
Building
Strategy