This document is a marketing plan for Coca-Cola in Vietnam. It provides an overview of Coca-Cola's current marketing situation, including a description of the target market in Vietnam and Coca-Cola's product offerings. It also discusses competitors like Pepsi, Coca-Cola's distribution channels, and the broader environment facing the soft drink industry with consumers seeking healthier options. The plan then outlines Coca-Cola's strengths, weaknesses, opportunities, threats and objectives before presenting marketing strategies around positioning, products, pricing, promotion and organization. It concludes with recommendations to adapt Coca-Cola's strategies in Vietnam.

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HANOI UNIVERSITY
FACULTY OF MANAGEMENT AND TOURISM
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MARKETING PLAN
Tutor name: Mrs. Lê Minh Hằng
Tutorial class: Tut3 BA-13
Students:
1. Lê Thị Mai Anh - 1304000003
2. Hoàng Thị Kim Huệ - 1304000029
3. Tô Thị Hương Lan - 1304000046
4. Đinh Thị Lan Phương - 1304000070
Hanoi, May 28th
2015

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Table Contents
I. Executive summary...........................................................................3
II. Current marketing situation ...............................................................3
A. Microenvironment situation...............................................................3
1. Market description .......................................................................3
2. Product review.............................................................................3
3. Competitors .................................................................................4
4. Distribution..................................................................................5
B. Macroenvironment situation ..............................................................5
III. SWOT..............................................................................................6
1. Strengths ..........................................................................................6
2. Weaknesses ......................................................................................7
3. Opportunities ....................................................................................7
4. Threats .............................................................................................8
IV. Objectives and issues ........................................................................8
1. Objectives.........................................................................................8
2. Key issues.........................................................................................8
V. Marketing strategies ..........................................................................8
1. Position ............................................................................................9
2. Product strategy ................................................................................9
3. Price strategy ..................................................................................10
4. Distribution strategy........................................................................10
5. Promotion.......................................................................................11
6. Marketing Organization...................................................................11
VI. Action programs .............................................................................12
VII. Conclusion and recommendation .....................................................13
References......................................................................................15

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I. Executive Summary
Coca-Cola is a brand's successful story, which is the
most typical in the history of branding. More than 123 years
experiencing, Coca-cola has become renowned beverage
brands, leading the world and and best-selling sales in the
history. Currently, Coca-Cola is present in over 200
countries and always been rated as the most worthwhile
brand in the world. Coca-Cola focuses especially on
investment in advertising, marketing activities to construct
the brand. Typical of the marketing campaigns of Coca-Cola,
we must mention the strategy "Share a Coke" in the period
from 2011 to 2014.
Coca-Cola notices the position of the product altered, carbonated drinks have been "the
king of the youth", now it does not get the attention of the Australian youth (50% of Australian
young have never tried drinking coke). Besides, capturing the change in the method of human
communication, in the era of digital technology, instead of the parties, meeting friends, people
take time to communicate and make friends on the social network. Thus, Coca-Cola needs to
have a campaign to adapt to change, attract and interact with consumers, especially young
people aged 24. With the goal, creating a campaign to make young people talk more about the
brand again as well as increased sales of consumer products worldwide, particularly in
Australia. Therefore, the strategy called "Share a Coke" born, it began in Australia and then
spreaded to other countries in the world. This papper will clarify the "Share a Coke" through
the details of the following: current marketing situation, SWOT, Objectives and issues,
marketing strategy, Action program.
II. Current marketing situation
A. Microenvironment situation
1. Market description
Coca-Cola Company has noticed that Vietnam is a diverse market so there is a need for
them to focus on certain demographical characteristics of the population. The characteristics
they must consider include age, income, and family. The others such as education and ethnicity
are not as large of a concern. When they look at age, the company tries to not only keep their
image hip and cool to appeal to younger generation Y people because of their sophisticated
style, youthfulness and enthusiasm, but also target the older generations by keeping the classic
coca cola image. Since age has a large impact on income, it would be expected that this would
be an issue for the company. This is not necessarily true. The products they offer are affordable
for most people, even young teens relying on parents. This brings to the idea of targeting
different family types. Since age is not necessarily prohibiting, family differences should not
hurt the sales of their products and help it because of the appeal to most people. It does not
matter if buyers are single, married with no children, or even married with children. Therefore,
their products are suited for all people.
2. Product review

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Today, you can find Coca Cola in virtually every part of the world. According to
business insider, approximately 94% of the world population aware of the red-and-white logo
of the company and “Coca Cola” word ranks the number two about the common level only
after “OK” in English. In addition, Coca Cola company has given many kinds of Coca-
Cola products, especially market one of the world’s top five soft drink brands Coca Cola
classic. This product is sugar-and-calorie-free soft drink with a delicious crisp taste that gives
you a light boost in your busy day. In Vietnam market, Coca-Cola is more popular than other
products of the company.
On the other hand, the company also
is interested in packing design that makes
buyers feel more convenient and also more
refreshing. With the original design of
1,500 ml bottles, this company provides the
new one of 390 ml and 300 ml cans to
serve shopping needs of customers. The
striking features of the new one are smaller,
fit for hands, and easy to take them to
anywhere at any time.
Moreover, Coca Cola Vietnam always changes its
image in packing depending on seasons or special
events. For example, in Tet holiday 2014, the use
of the image of swallow bird- the symbol of the
spring and “An- Tai- Loc” for all designs is the
excellent way to suit to the buyer’s needs and
moreover stimulate consumers to buy.
3. Competitors environment
Coca cola’s main competitor is
PepsiCo. Coca cola and PepsiCo have been
in the Cola war for the centuries now. It
erupted 13 years after the birth of Coca cola
by the pharmacist Caleb Bradham, when
Pepsia Cola was created. This made the two
cola producers a direct competitor with
another. In addition, PepsiCo is a world
leader in convenient foods and beverages,
with revenues of about $27 billion and more
than 143,000 employees. Moreover, Pepsi
Co. has focused on these marketing

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principles to attain their higher share of
market in Asia such as measuring
satisfaction by using various techniques,
mass marketing via advertising Pepsi with the attractive customer areas( sports), price
indiscrimination all over the region, and adding social and ethical benefits to every bottle they
sell and so on. Except PepsiCo, other competitors are unequal size, especially in the local
market. Therefore, both Coke and PepsiCo have majority of the market shares with over 50%
and about 35% respectively and that of others are very low.
4. Distribution
Distribution channel is one of the most important factors that helps Coca Cola expand
its effect in Vietnam market. Therefore, Coca Cola has built its distribution channel spreading
through our country. All products of Coca Cola are produced in three manufactories in Hanoi,
Da Nang and Ho Chi Minh city. This helps their goods distribute to most cities and provinces
in Vietnam. Now, the company is using the channel structure including one-level and two-level
channels. More specifically, about one-level channel, Coca Cola distributes directly to many
big consumption areas such as supermarket (Big C, Metro, and so on), Keyaccounts (road side
dinners, restaurants, hotels) which have huge consumption and after that sell them to buyers. In
2013, there are approximately 140 Keyaccounts in Hanoi. Two-level channels include
wholesales which provide products for retailers and exclusive agencies. These distributors give
Coca Cola more chances to easily and effectively approach their targeted customers.
B. Macroenvironment situation
While the soft drink industry’s value has increased in
2004, the sales of carbonated soft drinks has declined by
a large proportion of consumers who are opting for the
trend towards healthier alternatives in the functional
drink segment such as energy drinks, smoothies, milk
and juice drinks, sports drinks as well as bottled juices
and water. Companies have been actively engaged in
new product developments in order to counter the
concerns about negative health impacts of high-fructose
drinks, but also to increase the demand in a market
where product offerings are quickly maturing. New
flavor introductions and health-conscious formulations
have been launched in an attempt to offset the decline in
carbonated soft drink sales. The functional market is
expected to show sustained growth and consumer
interest in the future years as consumption shifts to
trendier, healthier and more sophisticated products. In
Vietnam, more and more young people prefer to use soft
drinks, which requires Vietnam market of drinking Coca
Cola catching up trends of the world.

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III. SWOT
1. Strengths
Brand Equity: According to Interbrand, the Coca-Cola Company is one of the most
valued brands in the world. The firm with its vast global presence and unique brand identity is
definitely one of the costliest brands with the highest brand equity.
Company valuation: One of the most valuable companies in the world, Coca-Cola is
valued around $83billion dollars. This valuation includes brand value, the numerous factories
and assets spread out across the world with the completed operations cost and profit of Coca-
Cola.
World’s large market share in beverage: There are only two big competitors in the
beverage segment: Coca-Cola and PepsiCo. However, out of these two, Coca-Cola is always
the clear winner and Coca-Cola holds the largest beverage market share in the world (about
42%).
Strong marketing and advertising: Coca-Cola expenses accounted for more than $3.5
billion and increased firm’s sales and recognition. They had many attractive activities and
interesting events in the world. Coca-Cola also invested strongly in ads on television and social
network to interact with customers. These ads
brought the effects on popularity image Coca-Cola.
Suitable price with almost social class: Almost
beverage of Coca Cola, they have quite suitable
price level for everyone included pupils, students,
etc.
Most extensive beverage distribution
channel: Coca Cola serves more than 200 countries
and more than 1.7 billion servings a day. In
Vietnam, two distribution channels of Coca Cola
are very effective: Major consumption points and
key accounts and sole distributors.
Customer loyalty: With such strong
products, it is natural that Coca-Cola has lot of
customer loyalty. People will prefer soft drinks than
others, thus, with special taste of Coca-Cola,
finding substitutes becomes difficult for the customer.
Corporate Social Responsibility (CSR): Coca-Cola is increasingly focusing on CSR
programs, such as recycling or packaging, energy conservation or climate change, active
healthy living, water stewardship and many others, which boosts company’s social image and
result in competitive advantage over competitors.
2. Opportunities
Diversification: Diversification in the health and food business will improve the
offerings of Coca-Cola to their customers. This ensures that they get better revenue from

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existing customers by cross selling their products. The supply chain which is distributing their
beverages can also distribute these snacks thereby sharing the load of Supply chain costs.
Developing nations: Although developed nations have a high presence of Coca-Cola,
these countries are slowly moving towards healthy beverages. However, developing countries
are still being introduced to the delight of carbonated drinks and soft drinks. Countries like
India which are developing and have a hot summer, find the consumption of cold drinks almost
doubled during summers. Thus, the higher consumption in developing business environment
can be a good opportunity to capitalize for Coca-Cola.
High technology: Nowadays, technology plays an essential role in producing and
packaging. Therefore, this great opportunity helps Coca Cola to decrease the cost.
Growing beverages consumption in emerging markets: Consumption of soft drinks is
still significantly growing in emerging markets, especially BRIC countries, where Coca-Cola
could increase and maintain its beverages market share.
3. Weakness
Significant focus on carbonated drinks: The business is still focusing on selling, Coke,
Fanta, Sprite and other carbonated drinks. However, the business environment is changing and
people are taking measures to ensure that they are not obese. This strategy works in short term
as consumption of carbonated drinks will grow in emerging economies but it will prove weak
as the world is fighting obesity and is moving towards consuming healthier food and drinks.
Undiversified product portfolio: Unlike most company’s competitors, Coca-Cola is still
focusing only on selling beverage, which puts the firm at disadvantage. The overall
consumption of soft drinks is stagnating and Coca-Cola Company will find it hard to penetrate
to other markets (selling food or snacks) when it will have to sustain current level of growth.
High debt level due to acquisitions: Nearly $8 billion of debt acquired from CCE’s
acquisition significantly increased Coca-Cola's debt level, interest rates and borrowing costs.
Negative publicity: The firm is often criticized for high water consumption in water
scarce regions and using harmful ingredients to produce its drinks.
Brand failures or many brands with insignificant amount of revenues: Coca-Cola
currently sells more than 500 brands but only few of the brands result in more than $1 billion
sales. Plus, the firm’s success of introducing new drinks is weak. Many of its introduction
result in failures. For example: C2, THP and so on.
Market the lesser selling products: In the product portfolio of Coca-Cola, there are
several products which have not found acceptance in the market. They need to concentrate on
the marketing of these products as well. Understand that Coca-Cola has made several expenses
to launch these products. Thus, the marketing and subsequent rise of sale of these products will
help revenue of Coca-Cola.
4. Threats
Changes in consumer tastes: Consumers around the world become more health
conscious and reduce their consumption of carbonated drinks, drinks that have large amounts
of sugar, calories and fat. This is the most serious threat as Coca Cola is mainly serving
carbonated drinks.

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Water scarcity: Water is becoming scarcer around the world and increases both in cost
and criticism for Coca-Cola over the large amounts of water used in production.
Legal requirements to disclose negative information on product labels: Some Coca-
Cola’s carbonated drinks have adverse health consequences. For this reason, many
governments consider to pass legislation that requires disclosing such information on product
labels. Products containing such information may be perceived negatively and lose its
customers.
Decreasing gross profit and net profit margins: Coca-Cola’s gross profit and net profit
margin was decreasing over the past few years and may continue to decrease due to higher
water and other raw material costs.
Competition from PepsiCo: PepsiCo is fiercely competing with Coca-Cola over market
share in BRIC countries. Although in Vietnam, Coca-Cola still leads the beverages market,
PepsiCo is a strong competitor.
Saturated carbonated drinks market: The business significantly relies on the carbonated
drinks sales, which is a threat for the Coca-Cola as the market of carbonated drinks is not
growing or even declining in the world.
Indirect competitors: Coffee chains like Starbucks, Café coffee day, Costa coffee are on
the rise. These chains offer a healthy competition to Coca-Cola carbonated drinks. They may
not be a big competition for Coke, but they do give a dent to its beverage market. Similarly,
health drinks like Real and Tropicana as well as energy drinks like Red bull and Gatorade are
stealing away the market share indirectly.
IV. Objectives and issues
1. Objectives
- Increasing revenue and increasing market share in the summer through the stirring world of
young people, making them to "more talk, more consume".
- Promoting communication: Bringing images of products popular to customers, to those
who never try Coke with messages of happiness through sharing a Coke bottle printed
name or a message with your friends, maybe a close friend, an old friend or even a new
friend.
2. Key issue
- The firm could not print all consumer names.
- The campaign attracted a large majority of people being interested in, besides a lot of
supports. On the other hands, there were many antifans. Coca-Cola faced negative reactions
such as taking advantage of personalization to promote brand
- The campaign exists in each period, it requires continuous innovation, creates surprising
(the severity of the market)
V. Marketing strategy
Coca-cola’s marketing strategy focus on three important sectors: identifying brand,
experiences of customers and stability. It enables Coke to listen to all the voices of customers
around the world which is sharing or complaint about their product. Thus, Coca can understand
who customers are? Where they live? How they work, play and relax? And Coca-cola will

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know what people want in a beverage is a reflection all of this. Whoever you are, you still
enjoy a refreshing Coca-Cola.Coca-colainterested in not only interested in making great drinks,
but also contributing to communities around the world through our commitments to education,
health, wellness and diversity. Coca-cola’s business decisions improve the quality of life in
communities in which they do business. It’s a wonderful thing to have million of friends
around the world and they never forget it.
1. POSITION
Coca-Cola has strategically positioned itself within the world soft drinks market. They
face an important question that: “Does it have to keep the same position or to adapt according
to the 200 countries where the brand sells its products?” Coca is willing to keep the same core
product which is coke but it can adapt the offer of customer. They use strategic position in
order to have the same image all around the world which brings a success for them because it is
perceived today as a part of daily life everywhere. This perception of the brand by the
consumer leads to a high degree of loyalty and makes the purchasing decision more automatic.
When the name of Coca is mentioned, the first thing that comes into mind is fun and
entertainment.
2. PRODUCT STRATEGY
Coca-cola has the widest portfolio in beverage industry comprising of 3300 products.
Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks,
tea and coffee etc. They exist in almost 200 countries and have a global brand value and brand
loyalty contrary to most brands in the world. But they still want to raise brand loyalty and
brand equity, throughout communication and creation in order to differentiate is product.
Differentiation strategy:
- The development of a product or service offers unique and differentiating attributes which
are valued by customers and perceive to be better than or different from the products of the
competition.
- Offering greater choice: Coca introduces new products, reducing calories and sugar across
their range of product and raising awareness of NO and LOW calorie alternative. They use
diversification strategy so they maintain a strong affiliation with Coca-Cola: the Diet Coke
Coca, Lemon Coke, Cherry Coke… it is more about a strategy of concentrating on the main
product, in order to increase the volume of sales.
- Providing more information: being open about the calories and ingredients in their products
through clear guideline daily amount labeling.
Recipe:
Coca-Cola formula is the secret of the company and only few employees have access to
it.
Packaging:
The packaging and shapes of Coca-Cola are diversified and adapted to the target and to
the moment of consumption. All over the world, the classic coke has the same color: RED.
This is the color consumer associate with Coca-Cola. Diet coke is grey.It is more “shiny” as it
reflects more the light Coke Zero is black.
The different shapes are:

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- Glass bottle (0.25l; 0.5l; 1.5l)
- Plastic bottle (0.5l, 1l, 1.5l, 2l)
- Cans (0.25l; 0.33l)
Coca-Cola commit that the packaging has as less as
possible impact on environment.
3. PRICE STRATEGY
“Meet-the-competition pricing”: The Coca-Cola products pricing are set around the
same level as its competitors. Like any company who has successfully been existed for more
than a century, Coca-cola has had to remain tremendously fluent and consistent with their
pricing strategy. They are “dangerous” competition of other companies.
Throughout the years Coca-cola has made many pricing decisions but there is no doubt
that their ultimate goal is maximize shareholder value. Coca-cola uses the lower price point to
penetrate new markets that are especially sensitive to price. They face the competition and
raise brand awareness among the population. Once they are strongly implemented, they
reposition themselves as “premium” compared to numerous competitors, the brand have an
image of bringing intangible benefit in lifestyle, group affiliation, moment of joy and
happiness… but the marketing strategy still focus on an affordable enjoyment of life
4. DISTRIBUTION STRATEGY
The Coca-Cola Company sells their products which are bottle and can for operations,
distributors, fountain wholesalers and some fountain retailers. These then distributes them to
retail outlets, milk bar and corner stores, restaurants, petrol stations and newsagents.
Thus Coca-cola is generally available throughout the Coca-Cola Company in:
- Wholesalers/ distributors
- Retail/corner stores/supermarkets/Groceries…
- Restaurants/cafés/night clubs
- Petrol stations
- Automated teller machines (ATMs)

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Coke’s distribution system is one of the most important and is very impressive
compared to all other drinks in the category. It has such an impact on consumers and is so
successful that even wholesalers and distributors need the product for their business’
success.Coke’s position on consumer’s mind makes it essential to retailers, wholesalers and
away-from-home market. They have achieved their goal thanks to this high visibility, and to
the availability of the products all over the world, even in remote places.
5. PROMOTION STRATEGY
Everyone knows that the taste and quality of coca has not changed for over 100 years.
They build a famous brand through promotional activities. Every year, the Coca-Cola invests
in traditional markets from 70 to 80% of its total investment. These investments are spent on
advertising, improving quality of their product as well as other marketing strategies. Coca-
Cola's goal is always the customer when it comes to soft drinks is right to remember the Coca-
Cola products.Coca-Cola spends millions of dollars for large advertising contracts. Many
customers are very impressed with the advertising of Coca-Cola, and because of this,
customers impressed with their beverages. Now, the major markets like the US, Europe, the
products of Coca-Cola always "dominate" although many other soft drink brands have
launched in recent times, especially the big competitors is PepsiCo.
Coca-Cola uses social networking as a great tool for creating unique content and
innovating formidable (Content Excellence), the mini-games to attract attention. Liking and
sharing from the user. Coca-cola called these contents "liquid content". They realized that
social networks are a great means of two-way interaction between businesses and their
customers. They always answer the customer’s feedback as quickly as possible to improve
customer interactions and understand better.
With Coca-cola, any idea what's been done always must be linked and unified with the
general objective of the business, brand and customer benefits.
Continuous innovation: “Share a Coke” strategy.
Social network play an important role (Facebook, Twitter, Myspace…) and soft drinks
industry are more and more competitive. In Australia, about 50% teen and young adult has not
even try to drink Coke. Coca-cola needs to change to adapt with this situation.Coca-Cola need
a campaign to attract and increase consumer interaction with the brand on the 2-channel online
and offline, they focus on young people who are about 24 years old. This campaign makes
young people talking more about the brand again.
Objective of marketing: Increasing sales of the summer, and stirring the world of young
people, making them “more talk, more consume”
Objective of media: “share a coke” with your friend, family members…..
6. MARKETING ORGANIZATION
The Coca-Cola Company has a corporate (Head Office) segment that is responsible for
giving the Company an overall direction and providing support to the regional structure. With
associating with marketing department effectively, Coca-Cola’s marketing Director holds
overall responsibility for all marketing activities. Coca-Cola has hired Worldwide Marketing o
handle national strategic marketing Alliances, Media and Marketing Assets, Youth and Adult

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Brand Director, Coca – Cola Brand Director, Packaging innovation manager and Consumer
brand communication.
VI. Action program
 Marketing planning
Coca-Cola has been digital marketing campaigns such as “Move to the best” Coca-Cola
Olympic Games Campaign in London 2012, Super Bowl or Coca Cola’s Happiness, etc. In
particularly, “Share a Coke” is one of the most successful campaigns that were first launched in
Australia 2012 with the local executives and the ad agency Ogilvy coming up with the idea. In
the years, the campaign has spread to more than 70 countries, including a U.S launch this
summer. And in 2014, “Share a coke” has been beginning in Vietnam with an inspiring
campaign.
Cans turn into theme cocain to the youth discussion, confirming once again the main
Coke is a mean to bring people closer together. The main idea of the campaign is to help
people meet, chat and have a fun time with some cans of Coke in hand. In the Australian
market, Coca-Cola bottle print on top 150 most popular names in Australia. Users can find
Coke bottle with own name, the names of family members, friends, even strangers to buy and
give each other. Besides, the "personalization" Coke, the company is promoting this campaign
on a lot of different media channels: Print ads in newspapers.
A holographic TVC "real people, the real" go buy Coke cans and share aired on
television just before the final of the AFL and NRL, the two biggest sporting events Australia
Coca-Cola also printed in the name of some famous stars to Coke and sent directly to them,
with one asking them to take pictures and share information about the campaign with his fans.
Customers can send the name of your friend or relative to Coca-Cola, Coca-Cola will then put
your name on a billboard giant plaza between King's Cross. Billboard images are also directly
sent to your phone so that you share on Facebook, Twitter, etc.

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Coca-Cola on Facebook, you can create a can of Coke 'virtual' for own to share on
social networks. Coca-Cola also has quite a mobile kiosk optical detour 18 major commercial
centers across Australia. There, customers can order and buy the Coke cans with the name of
your own choosing to donate to friends or kept as a souvenir.
VII. Conclusion and Recommendation
The campaign got results beyond expectations worldwide, campaign first appeared in
Australia. It succeeded with the participation of millions people in Australia, product
consumption increased by 7%, made up the most successful 2012 summer ever. Effectiveness
of attracting media reached 18 millions seen on social media channels in the campaign.
Accessing of this website increased 870% and nearly 40% of likes; 76,000 bottles of Coke
models are created and shared on facebook; 378,000 bottles of Coke were produced with own
name printed on the bottle. Most importantly, the campaign has changed the attitude of young
consumers in Australia about the brand, it has made a positive impression with Coca-Cola.
In 2013, the campaign has also created a "hit" in the UK. Community of Coca-Cola on
Facebook increased 3.5% in there.
In the US, the total sales of Coca-Cola has increased more than 2% after the campaign
printing the consumer's own name on the label (Wall Street Journal noted). Campaign "Share a
Coke" was so successful that within a few months, it has reversed chart Coca-Cola sales in the
US declined in the last decade (After 11 consecutive years of falling trend, sales of soft drinks
sold by Coca-Cola in the United States rose 0.4% for the first time in the week to August 12
compared to the same period last year).
In Vietnam, the "Share a Coke" called "Give Coca-Cola, connect with friends,"
resonated very large. Video advertising "Share a Coke" after just one day on Youtube has made
millions of people to tears with the messages: "The happiness just comes when we know the
interest, please send them by the most sincere thanks."
The program has attracted young consumers. "They feel proud when their names are
printed on a big brand" Mr. Ricardo El Törrö - one customer said. The Coca-Cola bottles
printed the proper name are so "hot", many people have brought to auction on eBay electronic
marketplace. According to estimates, there were more than 500,000 pictures of bottles of
Coca-Cola shared on Twitter with syntax #shareacoke during the campaign. Starting in

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Australia and then spreading to 123 countries, the campaign's “Share A Coke” Coca-Cola
quickly "knock out" the hearts of many young people worldwide. This was not merely a
marketing campaign that has become the "bridge" happy together while the cyber world was
making more and more young people lazy to meet friends. Despite of getting different
opinions, "Share a Coke” campaign has achieved great success, resonated in the marketplace.
As identified by branding expert Vo Van Quang, cases of Coca-Cola would be a "case study"
for other brands reference, especially relating to the utilization of social networking to promote
in the context of the speed of propagation was very fast. This program would start a new
marketing trend towards personalization and spread to many different products.
Finally, following successful campaign “Share a Coke”, Coca-Cola has more
impressive campaign, also towards personalization trend such as diet coke… or sharing
happiness and connecting people typically as the campaign “Hello Happiness” in Dubai or
‘The Happiest Thank You’ in philipin. Coca cola marketing campaigns are always unique,
impressive, attractive psychology of consumer. Coca cola is worthy of the world's leading
brands.

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References
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chuyen-tu-lon-coca-cola-3018566.html
http://baodatviet.vn/kinh-te/doanh-nghiep/tai-sao-coca-cola-thanh-cong-3226526/
http://www.independent.co.uk/news/business/cocacola-share-a-coke-campaign-
boosts-us-sales-for-first-time-in-a-decade-9759739.html
http://nguyentandung.org/tag/coca-cola-viet-nam