1. Company background
Coca-Colaisowedbythe largestbeverage The Coca-ColaCompany( NYSE:KO) .Through128 years
of operation,thiscompanystillremainedtheirtoppositionasone of the mostvaluable brands
whichaccountedfor$79,213 billionin2013 (Interbrand,2014). Until June 2014, the Coca-Cola
Companybecame the firstbrandpage on Facebook withmore than83 millionlikes. There are
variousbrandsunderthishuge firmwhichare soldin 128 countries suchas Coca-Cola,Sprite,
Dasani,Fanta,etc.
http://www.coca-colacompany.com/our-company/infographic-coca-cola-at-a-glance
Product background
Product life cycle
2. Coca-Colaisthe most well-knownbrandwhichiscontrolledbyThe Coca-ColaCompany.Within
productlife cycle,Coke isconsideredingrowthstage whichrelatedtothe significantgrowthinsales
and profitsdue toeconomiesof scalesinproduction. Thus,itispossibleforCoke tore-investin
theirbusinessincludingpromotional activityforlongtermvalue creation.
http://www.coca-colacompany.com/stories/investing-together-for-a-better-tomorrow-coca-cola-
discusses-growth-prospects-at-cagny
The main focusof Coke’sadvertisingin recentlyis differentiatingthe brandwhichmainlybeing
achievedbymarketingcampaigns suchas“2014 FIFA WorldCup” or “Share a Coke”.
Coke’s domestic market
Since enteringVietnammarket,Coca-Colahasbecome one of the leadingsoftdrinkwhichwill invest
an extra$300 millionby2015. Thus,Coca-Colawill be able toimprove the effective productionin
Vietnam,enhance brandname,andexpanditsretail systemaswell asmarketingpromotions.
In 2014, Coca-Colahas huge achievementswhenintroducingthe “Share aCoke”campaignwhichhas
become a phenomenoninVietnamandattractedhuge numberof youngparticipants.Thiscampaign
encouragespeople buyCoke withtheirdesirednamesonproducts.The successof thiscampaign
leadstoraise Coke’sbrandawarenessandeither sale.
Target market
Geographic Demographic
Country region: Rural and urbanareas inVietnam Age 15 – 40 yearsolds
Gender:MalesandFemales
Income : Customerswhoearnfromlow,middle tohigh
income can affordCoke
Psychographic Behavioural
Life style:Young people whoprefertoeatat restaurant,
fastfoodstoresor go to cafeteria.Alsopeoplewhoare
interestedinnewthings.
Social class : Lower,middle andupperclass
Userstatus: Potential users,firstime usersandregularusers
whowant to enjoyrefreshandcoldsoftdrinklike Coke
Benefits:Helptoquenchthe thirst
3. VALS :
- Strivers:whopursue trendyandfunloving.They
are active customerswho tendto supportnew
stuff
- Expereincers:whomotivatedbyself-expression.
Theyare young,enthusiasticandimpulsive
consumers.Alsowhowill seekforexcitementand
entertainment
Occasional:
- Tet Holiday:The product’spackagingis changedto
suitwithTet
- Dailyused
- Special events( WeddingsorB-dayparties)
Estimate market size
As mentionedabove intargetmarket,Coke willtargetthe entire groupbutthe mostpotential
consumersare from15 to 40 yearsold.Thisgroup holdmore than40.2% of Vietnampopulation.
Since Vietnam’spopulationis93,421,835 people,the marketsize of Coca-Colais:
93,421,835 x 40.2% ≈ 38,000,000 people
GrowthRate * Missing*
Showninthe graph above isthe growthinthe marketshare of Coca-Cola,Pepsi andBigColafrom
2010 to 2013. Compare to BigColaand Pepsi,Coca-Colahasthe highestpercentageof marketshare
4. withinVietnam’ssoftdrinkindustrywhichkeepsincreasingsteadilysince 2011 until 2013. Pepsi’s
marketshare alsoincreasedbutjustslightlyandBigCola’smarketshare remainedthe same during
2010 to 2013. It seemsCoca-Colaisworkingeffectivelyinthe local softdrinkmarket.
Positioning Map
In Vietnamese beveragemarket,Coca-Colahas2 competitorswhichare Pepsi andBigCola.Coca-
Colahas designedmanycampaignstoemphasisethe simple happinessandfunthattheycan bring
to people.The latestcampaignisdone inVietnamonJune 2014 is“Share a Coke”campaignwhich
mainlybringjoyfulness. Thus, people’sfeelingstowardCoke will be funratherthan a normal brand
of beverage.DifferentfromCoca- Cola,Pepsi andBigColaprovidedcampaignwhichmore relatedto
sport suchas the WorldCupcampaignof Pepsi.
Coca-ColaalsopositionedithigherthanPepsi andBigColaintermof “youth”,whichmeansthat
youngpeople prefertopurchase Coca-Colathanotherbrands.The reasonis that Coca-Colausually
changes the packagingor createsnewcampaigns to appeal youngpeople,who prefernew things
rather thanclassicthings,topurchase.On the otherhand,the reasonthat Big Colais viewedas a
healthconcernproductisthat Big Coladoesnot containcaffeine.
5. Competitors analysis
PEPSI BIG COLA COCA-COLA
PRODUCT Softdrinkwhichquenchesthe thirst
ORIGINATION 1893- America 2010- India 1886- America
BRANDS -Carbonatedsoftdrink
-Top22 global brand
-Formsof package inVietnam:
330ml can
400ml bottle
1.5l bottle
-Kindsof products:
Pepsi Light
Pepsi original
-Caffeinefree product
-Rankedasnumber2 inLatin
America
-Formof package inVietnam:
535ml petbottle (cola,
orange,sprite)
3.1l pet bottle
-Topleaderinthe softdrinkmarket
inVietnam
-Top3 global brand
-Many formsof package:can, plastic
bottle andglassbottle
-Kindof products:
DietCoke
Coca Colaoriginal
PRICE 330ml
can
9,000VND
400ml
bottle
7,000VND
1.5l
bottle
19,000VND
535ml
bottle
3.1l
bottle
6,500VND
27,000VND
330ml can 9,000VND
390ml
bottle
7,000 VND
1.5l bottle 19,500 VND
PROMOTION “Song Tron TungGiay”
Tet 2014, “TetTron
Tung Giay”,providing
free ticketsfor350
studentstogethome,
alsogive a giftto
supporttheirfamilies.
WorldCup 2014, on
cans, theyprintedthe
famousfootball
player,alsothere was
Worldcup 2014, “Big
Cola–
CuongNhietCungBong
Da”, thiscampaign
happenonFB Big Cola
Page,people canjoin
and give a guestof the
resultof the match on
that day. Theycan win
a ticketto go to Brazil
watchingthe match of
England.
Coke free talk(2012)
Recycle bottle,theysellakit
includedspray, weightlifting,
watergun,pencil sharper,
whistle ….To change cap on
any coke bottle.
Share a coke,the product
was printedmanypopular
Vietnamese namesoneach,
people buyitandshare with
theirfriendsandfamily
6. a challenge that
anyone can juggle a
pepsi canmost.
Current Analysis
SWOT Analysis
Strengths Weakness
Coca-Colais“the bestglobal brand” whichgains$79,
213 billion.
Also,Coke isa reputable beverage brand inVietnam
whichachievedacertainpositionincustomers’mind.
As a result,Coke hassignificantbrandequity.
Coca-Colaisquite strongregardingto effective
marketing and advertisingstrategies.Inorder to
improve brandrecognitionandawareness,inrecent
months,Coke hasan impressive andsuccessful
campaignsuch as “Share a Coke,Let’stake a name”,
and thiscampaignwasspreadthroughoutthe
country.
Withrespectto the appropriate pricing, Coke has
acceptable price formost of Vietnamesesocial class.
For example,for500ml Coke costs 8,000 VND.
Coca-Colais strong in finance,and the companyhas
extensive retailerssystemanddistributionchannels,
so Cokes’beverage were availableinbothrural and
urban areas.
Coke has an official Facebookpage thatreached
roughly87 millionlikes,andthe quantityof loyal
customers base of Coke are quite strong.
https://www.facebook.com/cocacola
In orderto increase the companyimage andenhance
the competitive advantages,Coke Companypaysa
significantattentionon Corporate Social
Responsibility(CSR).Toillustrate,Coca-Colahas
deployedthe programinMay 2008, whichis “Clean
waterfor communities”.
http://vi.scribd.com/doc/19419852/Coca-Cola-CSR-
Initiatives-in-Vietnam
Coke website was quite inadequate especiallyin
termof providingcampaigninformation,sopeople
couldnot getspecificdetailswhencustomers
access intoCoca-Colahomepage tosearchabout
the specificcampaign.Forexample,some people
claimedthattheycouldnot searchaboutthe
recentlycampaign“Share a Coke”onCoke’sofficial
website.
http://www.coca-cola.vn/pages/landing/index.html
While Coke website wasnotenoughdetails,the
official Facebookpage was overloadthe
information,whichcontainedalotof information
such as a lotof eventsaroundthe world.Andalso,
thisCoke’sFacebookisa general page forall
countriesaroundthe world;thiswasnot specific
for certainindividual country.Asaresult,
Vietnamese customerswouldface overload
informationbecause of mixingcampaign’sdetails,
and theymightface hard whentheyare lookingfor
exactlyevents.
7. Opportunities Threats
Developmentoftechnology will bringalotof
advantagesintermof wrappingandmanufacturing.
The company needstooptimize the wayof using
resourcesinorderto reduce the cost.
The consumption trendof beverage continuedto
grow, and afterthe huge successful campaign “Share
a Coke”inVietnam, Coca-Colaseemstobecome a
drinkssymbol of youngpeople.Asaresult,Coke
Companycouldhave more chances to raise and
maintain theirmarket shares.
Accordingto VnExpress2013, Vietnamis14th
populationinthe world,soCoca-Colacouldtake
more benefitsfromlocal employeesand
consumers.http://vnexpress.net/tin-tuc/the-
gioi/cuoc-song-do-day/nhung-quoc-gia-dong-dan-
nhat-the-gioi-2904061.html
Consumertaste hasbeenchangedinthe future;
clientsprefermostly healthyfoodand beverage.
Theystart to ignore the carbonateddrinksbecause
it containshuge amountof sugar and fat.
Environmentissuesare another threats, especially
disposingof waste,Coke Companyshouldreduce
the amountof bottlesandcans dispose tolandfill.
Strong competitor like PepsiCo causedvarious
challenges.PepsiCohassignificantlyfocusedon
advertisingandpromotingtheirbrandname,they
alsocreateda lot of campaignssuch as “ Song
trontunggiay”orWorld Cup2014 in orderto
increase the awarenessaswell asgainingmore
marketshares.
In the past,Coke facedtrouble regardingto
consume a lot of water in water rare areas; they
alsouse some damaging materials to create the
beverage.So,Coca-Colahasto put a lot of efforts
to recovertheirsocial’simage.
Due to focusingon carbonated drinks, Coke is
goingto againstthe current trendthat the
consumersare fightingagainstthe obesityand
theytendto use healthyfoodsandbeverage.
As a resultof increasingin materialsexpenses,the
gross profitandnetprofitmarginscoulddecrease
inthe nearfuture.
PESTEL Model
Political
Tax Policy: Accordingto Linh,B 2014, at the endof September2011, the Tax Agencyof Ho Chi Minh
cityinformedthatCoca-ColaCompanygotlost800 billionVNDintheirequityinvestment.However,
Coke continuestoinvesttheircapital with300 millioninVietnamfrom2012 to 2014 (Vietbao2012).
8. Furthermore,in2010, the revenue of Coke reached2.529 billionVNDbutthe expendituresgot
2.717, so the Companygot loss188 billionVND(Vietbao2012).As a result,Coke’sweirdactions
have raised manyquestionsaboutwhetherCoke’sbusinessisusingtransferpricingproceduresin
orderto transferall profitstoparent companyabroadto dodge taxes.Itleadsto negative reputation
for Coke Company.
http://vietbao.vn/Kinh-te/Dinh-nghi-an-chuyen-gia-Coca-Cola-Viet-Nam-noi-gi/2131578875/92/
Social
Culture:Vietnamisa collectivecountrywhere peoplebelongtoa groupand have responsibilitythat
takescare of other fellow members. Forexample,parentstake care forgrandparents,children
respecteldersorstudentsrespectteachers.Cokemayuse these ideasintheiradvertisingtoraise
the connectionbetweenthe brandandthe local community.
http://geert-hofstede.com/vietnam.html
Social MediaPage Visited:
The researchfrom Nelsonshowsthatyounger groupsas Coke’stargetsegmentfrom15 to 40 years
oldaccess to social mediamuchmore oftenandthe most popularwebsitesthattheyvisitmostlyare
Facebook,YouTube andZing.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook You Tube Zing Others
75%
10%
6%
9%
56%
29%
5%
10%
22%
40%
0%
38%
Social Media Page Visited by Age in Vietnam
15-25
26-40
41-50
9. ‘Technology
Social network:is popularlyincreasingandbecome anessential partof livesof majorityof
customers.The numberof people usingInternethasreached2billionusersincludes900 people
usingFacebook,andinVietnamhasapproximately5.43millionFacebookusers.There are 3.04
millionusersloggedontosocial network.Asaconsequence,marketingandadvertisingactivitieson
Facebookare workingeffectively(Chau,M2013)
http://suckhoedoisong.vn/van-hoa-the-thao/choi-mang-xa-hoi-nem-ao-dau-that-
20130717091449890.htm
Opportunity/ problem recognition
Afteranalysingthe SWOTandPESTEL model above, there are some opportunitiesandalsoproblems
for Coke when operatinginVietnam.
Opportunity
Coca- Colahas done a successcampaignname “Share a Coke”in2014 whichencouragedpeopleto
buyCoke withdesire namesonitand give itto theirfriendsandfamily. This excitingcampaign
makesa significantconnectionamong people which createscollectivismbetweenthem. Thus,the
campaign’spositiveoutcome isappropriate withVietnamasa collectivecommunity andalsofulfil
target segment’scharacteristic(interested innew stuff,lovehaving fun,etc.). Since understanding
Vietnamese perspective,itmakesastrongbackgroundfor Coca-Colatorun a new campaign in
future as well as create appropriate advertising.
Problem
The main problemof Coke isfacingthe strongcompetitor – Pepsi whoalsothe topleaderinsoft
drinkindustryinVietnam. Pepsi hasdistributedtheirproductsformanyretailersinVietnamsuchas
PizzaHut, KFC,Lotteriaor Subwaybecause of the Pepsi’scompanyhas lifetime contractwithYum!
whichownedthese franchisesinVietnam.
IMC Objectives
To maintainthe strongpositioninlocal marketanddefendmarketshare fromkeycompetitor as
Pepsi,Coca-Colaneedstokeepdoingcampaignsandmarketingactivities. The nextcampaignwill be
supportedbymediaandalsoreliedonviral distributionviaInternet.Thus,the goal of thisprojectis
10. to reach 40% of targetaudience andalsoenhance Coke’simage inVietnam. Asaresult,there isan
expectationthatCoke’ssaleswillincreaseby50,000,000 unitsat the endof 2015 (includingcans,
bottlesandglassbottles) due to itspositive image.
CommunicationBudget * Missing*
IMC Ideas
Campaign will be called “Open Coca-Cola, share happiness” and the Vietnamese version is
“Uong Coca-Cola, chia se niem vui” which will be held in summer 2015. The main idea of the
campaign is Coca Cola wants to pour out the happiness to people and let them share
happiness together by playing game and get surprise prizes. This campaign will work
effectively since it matches the target segment’s characteristics of seeking for
entertainment and excitement.
The campaign’s symbol is “Coca-Cola lucky machine” which will be putted in special trucks
and travelled around Ho Chi Minh City. To getthe people attention,the truckwill be painted
witheye-catchingcolourredwhichisthe maincolourof Coke andalso the logoon it.The truck
eitherhaslightledthusitwill gainmore attentionfrompeople.
(The specific location where Coke’s trucks will come is in Appendix)
11. Choosing ambassador (based on TEARS model)
The brand endorserforthe campaign“Coca-Colaluckymachine”isNguyenThuyChi (Chi Pu) whoisa
Vietnamese famousactressamongyoungpeople.She isalsoconsideredasone of the mostfavourite
youngcelebritiesthathasnearly4 millionof followersonFacebook. Since enteringtoshowbiz,her
publicimage ismaintainedgoodandshe didnotgetinany scandal or negative news.Thus,she hasthe
trustworthinesstopublic.Moreover,Chi Puhasa goodlookingsoherphysical attractivenesswill easily
gainpublicattention.She isrepresentingthe characteristicsinthe IMCtheme andeithershares
similaritytotargetaudience whichare young,active anddesiredtohave fun.
In general,Chi Puisthe appropriate endorserforthiscampaignbecause she has3 factorsin TEARS
model (Trustworthiness,physical attractivenessandsimilarity).She willpresentinCoca-Cola’sevents
and advertisementof the campaign.
http://hcm.eva.vn/lang-sao/chi-pu-sung-suong-khi-gap-sao-hollywood-c20a187662.html
https://www.facebook.com/chipupu93
12. IMC Plan
The campaign“OpenCoca-Cola,share happiness”isaboutgettingpeople joinascouple,playgame
and togethershare joyfulnesswhenreceivingsurprisingprizesfromCoke.Itwill be conductedin3
monthsfrom1st
May to 1st
August2015. While runningthe program, itis dividedin3stages
- Stage 1 (Pre-event):Inthisstage,Coke will raise the curiousof local aboutthe up-coming
campaignthroughmarketingactivities especiallyonlineadvertisingsince the target
audiencesspendalotof time onthe Internet.
- Stage 2 (Duringevent):The most importantof the campaignwill happenduringthisperiod
whenCoke’struckswill goaround pouringouthappinesswithpeoplewhichaims togoviral
and appeal toalmostaudience.
- Stage 3 (Post- event):Thiswill be aTVC which summarythe whole campaigntoshow the
happy feelings of participants tocreate viral effect.
1. Stage 1 (Pre-event)
1.1 Teaserclip
Timeline From 1st
May to 1st
June 2015
Target Audience People wholike towatchinterestingvideoonthe internetanddaily usingsocial
network
Objective - Raise people’scuriosityaboutthe comingupCoke’sevent
- Increase 35% of people wouldliketojointhe campaign
Description
The teaserwill show asneakpeakof the campaignso viewerswill feel curiousandwait
for whathappen.
The firstscene appears the processof settingup event’sbillboardsonsome locations
and there will be astrongmusic tofacilitate audiences‘emotionstomake themfeel
interestingandexcitingtowardthe campaign.
Afterthat,a redbackgroundwithsome white bubbleswill appearandared truck go
pass witha sentence “OpenCoca-Cola,share happiness”.Then,anothertruckgoespass
the back ground withanothersentence “Happinesswillbe arrivedonthissummer”
There will be the specificmusicbackgroundforthe campaignwhichisincludedinthis
teaser.
Teaser’slocation Teaserswill be sharedonCoke’sFacebook, websiteandalsopop-up
13. 1.2 Pop-ups
Timeline From 1st
May to 1st
July 2015
Target Audience People wholike towatchvideoorfilmonthe Internet. Also,some wholike touse social
network
Objective Introduce people aboutnew event
appeal themtovisitCoca-ColaFacebook page andWebsite
Attract 15% of people whocuriouswill wanttojointhe event
Description Wheneverpeople visitthose websitesbelow,ashortteaserof Coca-Colaneweventwill
appear.Thisteasercreatescuriositybyshowingsome processof preparingforthe
eventbutdo notprovide whatwill happen.
Moreover,whenpeople wanttowatcha movie onPhim14.vn,HayhayTV,
Anhtrang.organdHaivl.com, ateaserof Coca-Colanew eventwill be playedbeforethe
movie. The teaserisshowninfirst8 seconds- the amountof time thatpeople cannot
skipthe ads- out of 15 secondsof the teaser.
Pop- ups’ location Teasersas pop-upswill be playedatthese sites:Phim14.vn,HayhayTV,hotdeal.vn,
anhtrang.org,HaiVL.com.
Evaluation Young people usuallyaccessto those websitestowatchmoviesonline andfunnyclips;
therefore,Coca-Colacanreachto the targetaudience.Moreover,the frequencythat
people watchthe teaserof Coca-Colanew eventishigh;asa result,theywill keepin
mindand rememberaboutthe event.
Estimate Cost HaiVL.com:10,000,000 VND/monthx 3 months=30,000,000 VND
Hotdeal.vn:3,500,000 VND/monthx 3 months=10,500,000 VND
Phim14.vn:7,500,000 VND/weekx 12 weeks=90,000,000 VND
HayhayTV:10,000,000 VND/monthx 3 months= 30,000,000VND
Anhtrang.org:8,000,000 VND/monthx 3 months= 24,000,000 VND
Total:184,500,000 VND
1.3 Billboards
Timeline From 1st
May to 1st
July2015
Target Audience All the passengersonthe streetsregardlessof age.
Objectives - Create curiosityfromthe audiencesaboutthe comingupeventof Coke
- Increase 40% of the viewersdesiredtojointhe campaign
Mediaobjectives Make an assumptionthatthere are about300,000 people willcrossthese billboards
14. perday and 40% of themwill see the billboard
300,000 x 40% = 120,000
Reach:120,000/38,000,000= 0,32%
Frequency:40 timespermonth
Weight:RGP= Reachx Frequency= 0,32 x 40=12.8 point
Description
Thisbillboardwill show the Coke’struckwiththe maincolourisredand the truck is
highlydecorated.Besides the truckisthe big question“Are youready?”Whenseeing
this,the audiencescannotknow whatthe truck isfor andtheyare “ready”for what,
whatwill the Coke upcomingcampaignbe.
CAN model forBillboard Followingthe CAN model,the billboardis relevantwiththe targetaudienceswhoare
interestedinnewthingsandwillseekforexcitement.Thus,theywilllikelytojointhe
campaignto see whatwill happennext.
The billboardwill deliverthe message of the campaignwhichisgettingpeople ready
withCoke’struckand try to raise the curiosity.Therefore,itis appropriate to the target
audience’scharacteristicsthatpreferinterestingstuff.
The teaserbillboardof campaignis unique because itdoesnotshow all the information
of the campaignjustlike otherbrandsdid.However,itaimsatcreatingthe question
intoaudience’smindwhentheysee the billboard.
Advertisingstyle
Billboard’slocation There will be 3 billboards foreachdistrictanditincludes:
- District1, 3, 5 because these placesare where peoplemainlygotoshopping
and alsoentertainingactivities
- District4, Go Vap and BinhThanhDistrictbecause these districtsare residential
areas whichhave highpopulation
Estimate Cost Cost forBillboardat6 districtswill be :612,000,000 VND
(34.000.000VND each monthx 1 monthx 6 districtsx 3 billboardseach district)
1.4 BannersonOnlineNewspaper
Timeline From 1st
May to 1st
July 2015
Target Audience Young malesandfemalesfrom16 to 40 yearsoldwholike surfingInternet
Objectives Attract teenagersandyoungpeople toaware aboutnew eventof Coca-Colaanddesire
to participate toit.
15. MediaObjectives - Online advertisement tools’view permonth:24,000,000
- Reach:19,000,000 ÷ 38,000,000 = 50%
- Frequency:atleast15 timespermonth.
- GRP= reach x frequency=50 x 15 = 750 (point)
Description The photosof the new campaignwill be shownonthose online newspapersand
magazinesasthe banners fromthe beginningtothe endof campaign.The
advertisementwill show thatChi Putells“Open Coca-Cola,share happiness”. The
bannersalsonot show exactlywhathappenonthe eventtoattract the viewers
‘awarenessandmake them feel curious.
People will seethe advertisementof new campaign whenevertheyare seekingfor
newsonthose websites.Therefore,peoplewill wonderwhatwill happenon.
CAN model forBanners
The postersand billboardimageswill be usedasbannersforonline newspaper.
The bannersdeliverthe message whichdoesnotshow anyclearinformationaboutthe
event.Therefore,itis appropriate to the target customerswhoprefersurprisingand
excitingthingsasthe targetmarketabove.
The bannersare also unique and differentfromotherscampaignsbecause itdoesnot
showwhatexactlyhappentomake people curiousandwonderaboutwhatCoca-Cola
campaignwill be released.
Banners’location Bannerswill be displayedonthese websites:
- Zing.vn
- Kenh14.vn
- VnExpress
- Vieclam24h
- PhunuOnline
- Vietnamnet.
Evaluation Young people spendmostof theirtime onlinenotonlyforworkingandstudyingbut
alsofor entertaining.One of the mostentertainingtoolsisonline magazines.Different
frommiddle- age people,whoisrarelyseekingfornewsonthe websitesabove,young
people oftenaccessonline magazines.Asaresult,the onlineadvertisementsonZing,
Kenh14,VnExpress,Vieclam24h,PhunuOnlineandVietnamnetonline newspaperswill
reach the targetaudiences.
Estimate Cost - Kenh14.vn:20,000,000 (1 week) x 8 weeks=160,000,000 VND
- Zingnews:35,000,000 (1 week) x 8 weeks=280,000,000 VND
- VnExpress:12,000,000 (1 day) x 60 days = 720,000,000 VND
- PhunuOnline:15,000,000 (1 month) x 2 months= 30,000,000 VND
- Vieclam24h:4,000,000 (1 week) x 8 weeks=32,000,000 VND
- Vietnamnet:45,000,000 (1 week) x 8 weeks=360,000,000 VND
Total = 1,582,000,000 VND
16. 1.5 Facebook
Timeline From 1st
May to 1st
August2016
Target Audience Target the same audience asinonline magazinesbecause Facebookisusedmostlyby
youngpeople from16 to 40 yearsold.
Objectives - Create curiosityaboutthe new eventof Coca-Cola
- Introduce the new campaign
- Provide informationaboutthe event
- Answerquestionsaboutthe campaignandevent
- Run mini-gamestoconnectcustomersandCoca-Colaandfor people toshare
the informationaboutthe event.
- Increase at least1000 likesandfollows.
- Get more than 200 likes,commentandshare foreach update statusor photos
on Facebook
MediaObjectives Facebookviewpermonth:20,000,000
Reach:15,200,000 ÷ 38,000,000 = 40%
Frequency:atleast10 timespermonth
GRP: 40 x 10= 400 (points)
Description From the beginningof the campaign,the picture profile andcoverphotowill be
changedwhichrelatedtothe campaign “OpenCoca-Cola,share happiness”.
Then,a little amountof informationwill be “leaked”outevery3 daysthroughmini
gamesto getpeople’sattentionandincrease theirexcitingtowardCoke’scampaign.
Facebook adminwill runmini gamessuchas “Guess the words”to letpeople findthe
locationwhere Coke’struckwill go.
Moreover,teaserwill alsobe postedforpeoplewatchingonline,sharingintotheir
Facebookwallsandletitgoesviral viaInternet.
Chi Pu will postphotos,statusthatrelate to Coke’scampaign.Therefore, more people
will curiousanddesire toparticipate thiscampaign especiallyherfan .
Evaluation Coca-ColaFacebookpage hasmore than 87 millionlikes;therefore,the amountof
people whoreachthe new feedsof Coca-Colawillbe highandCoca-Colacanshare the
informationwidely.
Facebookadminscanalsoanswercommentfromaudience aboutthe gamesand event;
as a result,Coca-Colacanbuildan efficiencyconnectionline betweenitandcustomers.
Chi Puhas nearly4 millionfansonFacebookandmostof themare youngpeople. This
groupis consideredassimilarasCoke’stargetsegment(discussedabove).Thus,itwill
be effective toincrease the connectionbetweenCoca-Colaandtargetpeople when
usingChi Pu as endorser.
17. 2. Stage 2 (During event)
2.1 Open Coca-Cola,Sharehappiness
Timeline From 1st
June to 1st
July2015
On the beginningday,the eventwill be conductedatHo Chi Minh Cityfirst.Coke’s
truck will startat 9am at Duc Ba Church.
( There will be specifictime andlocationforwhere the truckwill goinAppendix)
Target Audience Same as the target segmentabove
Objective Attract 200 participantseachlocation
Create viral effectonthe Internet
Sharingthe campaignmessage – bringhappinessontheirface
Description
The “Coca-Colaluckymachine”will be setupespeciallyonatruck. The machine will be
designedwith2handlesonbothsidesfor2 people playatsame time.To playthe
game,the participantneedtopushdownthe handle torotate a seriesof 3 reelswhich
have Coke’spicturesonit. Winning is determined by which pictures are displayed
along the pay line. At the same time, the prizes will come out. The prizes will be
controlled at a Coke’s staff inside the truck. This person will randomly pick up
appropriate prizes. For example, if the participants are kids, the gifts for
appearing 1 Coke picture may be ball or teddy bear. The surprising element here
is that participants do not know what the prizes are.
( Prizes will be displayed in Appendix)
To increase the surprise, Chi Pu will suddenly appear to give prizes to winners
and take pictures with participants.
2.2 Website
Timeline From 1st
May to 1st
August2015
Target Audience People wholike surfingInternet
Objectives - Increase 20% of people visitCoke’swebsite
- Provide informationaboutthe campaign
MediaObjectives Website view permonth:8,000,000
Reach:7,600,000 ÷ 38,000,000= 20%
Frequency:atleast5 timespermonth
GRP: 20 x 5= 100 (points)
Description Duringthe time that the maineventhappens,photosandteasersof the eventwillbe
uploadedintothe home page of Coca-Colawebsite.The websitewillalsoprovide
18. informationsuchaslocationsthatthe slotmachinesbe placed,time of the event,
regulationsandothernecessaryinformation.Questionsaboutthe eventwillalsobe
answeredonthiswebsite.Moreover,teaserandTVCwill alsobe shownonthe website
to announce aboutthe eventforpeople whovisitCoca-Colawebsite.
Evaluation People whodo notuse Facebookcan alsoknow the detail andnecessaryinformation
aboutthe eventtokeepfollow whathappenonthe event.People canalsowatch
teaserandTVC online.
2.3 Billboards
Timeline From 1st
June to 1st
July 2015
Target Audience All the passengersonthe streetsregardlessof age.
Objectives Increase passengers’ awareness aboutthe campaign
Mediaobjectives Same as above billboardsinstage 1
Description Thisbillboardwill show 2people spinningthe handles of the slotmachine whichis
containedinthe Coke’struck.Below thatisthe big question:“Have youspinedyet?”
The ideaof thisbillboardistoinformthe customersthatCoke’snew campaignisabout
the slotmachine;because thiskindof machine hasneverappearedinanybrand’s
marketingcampaign.Thus whenthe customers see itinthe billboard,theywillbe
interested in.
A linktoCoke’swebsite viaQRCode andhotline service will appearatthe bottomof
the billboardforpeople whowanttohave more informationaboutthe campaign.
SUCCES model forBillboard The billboardisquite simple topresentthe ideaof thiscampaignisthe connection
betweenpeople,joinasgrouptoplaygame andreceive surprisinggifts.Also,this
advertisementis easyto understandbecause itshowsclearlythe picture of 2
participantsplay withCoke’s slotmachine. Itaimsat creatingthe feelingofjoyfulness
whenjoiningthe eventaswell ashappinesstowardsCoca-Cola.
Advertisingstyle
Billboard’slocation The billboardsforthe firststage above will be replacedasthisnew one,whichwill
locate at the same place at District1, 3 ,4,5, Go Vap andBinh Thanh( Each districtswill
have 3 billboards)
Estimate Cost Cost forBillboard2: 612,000,000 VND
(34.000.000VND each monthx 1 monthx 6 districtsx 3 billboardseachdistrict)
3. Stage 3 (Post-event)
Timeline Afterfinishthe campaign
19. Objective In thisstage, Coca-Colaaimsat letthe campaigngoesviral:
More than 500,000 views byOctober2015 whenpostingthe TVCon Youtube afterthe campaignis
finished
Increase 2000 followersonCoke’sFacebook
Media
Objectives
Reach:
40% people watchingand entertainingonVTV, HTV, and YanTV channelseveryday.
Total people watchingthose channelsabove everyday:38,000,000
millionpeople×40% =15,200,000 millionpeople.
Total people watchingthose channelsabove permonth:15,200,000
millionpeople×30 days= 456,000,000 millionpeople.
The average percentage of people (amongmarketsizeof
Coke) watchingthose channelsaboveduringperweekendespeciallyon
Saturdayand Sunday: approximately50%.
50% ×15,200,000 millionpeople=7,600,000 millionpeople.
Total per month: 7,600,000 millionpeople× 8(2 days/week × 4
weeks) =60,800,000 millionpeople.
Frequency(perday): (456,000,000 millionpeople +60,800,000 millionpeople)÷ (15,200,000
millionpeople+7,600,000 millionpeople) =22.7 times
Weight:
Gross ratingpoint (GRP) = Reach × Frequency= 50% × 22,7= 1135 points
Description The TVC is the summaryof the whole campaign. Itwill recordparticipants’happinesswhenthey
playwithCoke’sslotmachine andreceive the cool gifts. Also,the TVCwilldeliverthe message that
Coke wantsto bringhappinesstoeveryone.
Scene 1: GettingStarted
The startingscene will be the general landscape inthe placesthatwe will dothe campaignDucBa
Church andNguyenDuCinema.The scene will fillalotof people goingaroundthe place thattheydo
not knowwhatwill be happen.TVCwill capture some usual activitiesof peoplearoundthose places
such as teenagersare chatting,boys are playingskateboard, andkidsare playingwithparentsor
foreignersare visiting.
At thisscene,the backgroundmusicwill goingslowly
Scene 2: The Truck Appear
The luckyand special truckof Coke withthe slotmachine will goaround.Coke’struckwiththe
unique designwill gainpeople’sattentionandmake themfeelcurious.Then,the truckwill stopon
20. an emptygroundso that people cancome closerandwatching the truck.
There will be the firstone startsto playwiththe slotmachine andthispersontry to pull the handle
but itdoesnot work.Then,whentheyreadthe sloganonthe truck“Play together,share happiness
withCoca-Cola”,theywill findouthow the machine runs. Then,more andmore people will come
and playwithCoke’smachine. The TVCwill capture people’ssmiles,theirhappinesswhenjointhe
campaign.
Scene 3 : Ending
Aftershowingthe happinessof participants,the redbackgroundwill appearwiththe campaign’s
slogan“OpenCoca-Cola,share happiness”. Atthe end,the logoof Coca-Colawill be shownup.
Music Background:
There will be aspecificsongiswrittenforthiscampaignTVC.
The TVC will be firstsharedonYoutube andthenwill be introducedinTV.
Advertising
styles ThisTVC focuseson brand image style whichmeansthatthe advertisementdoesnotprovideany
informationaboutfunctionsorcharacteristicsof Coke beverage.Actually,itonlyconcentrateson
Coke’simage bypresentingtrucksandstuffsthathave Coke’slogoonit. Furthermore,Coca-Cola
followsthe emotional style whichwillconnectthe audiences’emotionswhentheythinkaboutCoke
whichishappinessandjoyfulness. Also,the TVC’sstylewill emphasise Vietnamese’sculture whichis
collectivenessthroughthe image that2 people jointogethertorotate the Coke’smachine.
Specific
Channelsfor
TVC
VTV (VTV3): The targetsegmentof Coke likelyto prefers choosingVTV3inthe seriesof VTV
channels,because thischannelhasdiversityprogramsespeciallyintermof entertainmentwhich
matchesthe segment’scharacteristics.Forexample,the programs“Whoisa billionaire?”or“The
AmazingRace”etc. that attracteda lot of audience’sattention.Therefore,thisisanimportant
chance for Coke to get more awarenessfromcustomersbyshowingtheirTVCsonthischannel
+ HTV7: Aswell asVTV3,the HTV7 channel isthe mostcommon channel of Ho Chi MinhTelevision
SeriesChannels,andespeciallythischannel ismore focusedonSouthernpeople.
+ YanTV: Thisisofficial entertainmentchannelforVietnamese youngpeople,whoare main
customersof Coke.Furthermore,afterverysuccessful campaign“Share aCoke”,the young
consumersare interestingandcuriouslyaboutthe nextthingsthatCoke will bringto customers.
Therefore,thisismainreasonforCoke toexpandthisnew campaignto rekindle the young
customer’s interestagain.Furthermore,there are manyinterestingprogramsthatcaughtmany
interestingof youthsuchas “Yan around”,“We10” and “A new day” etc.As a result,the
opportunitiesthatthe eventwill be noticedwill increasesignificantly
CHANNELS TIME AND PROGRAM
VTV3 - 18:50-19:00 ( everyday) (Before the news) (39,000,000 VND)
- 21:00-23:00 (Saturday) (Duringthe program“Buoc NhayHoan Vu”)
