(Tiểu luận) topic create a campaign for coca cola

MINISTRY OF EDUCATION AND TRAINING

FACULTY OF INFORMATION TECHNOLOGY ✯

FINAL REPORT

TOPIC: Create cam ign for COCA-COLA a pa

Course Title: Integrated Marketing Class ID: B02E

Lecturer: Mr Do Huynh Lam Thinh

Students:

Nguyen Vu Hoang Long – 205120163 Nguyen Trong Khanh Vy 205121483– Nguyen Tuan Kiet –205121011 Phan Trung Hieu - 205015870

Ho Chi Minh City, 2024

Our team would like express our sincerest thanks to to Mr Do Huynh Lam Thinh – Lecturer of Integrated Marketing In the process of studying and implementing subject projects, we have received extremely useful knowledge as well as dedicated attention and guidance from her

With limited time and knowledge, our team could not avoid errors in this project

We look forward receiving his guidance and suggestions improve to to as well draw as experiences for the next time Once again, our team would like to sincerely thank you!

2.3.1 TVC – “Mang kỳ diệu về nhà” the story of the magical New Year 2022 7

2.3.2 TVC – “Tet Dau Doi Thay, Ky Dieu Van O Day” of New Year 2023 8

Chapter 3: TARGET AUDIENCE

Chapter 1: INTRODUCTION

Coca-Cola Company is one of the most successful and influential brands in the world It was founde in 1892 by Asa Griggs Candler, who bought the formula for Coca-Cola, a carbonated beverage, from John S Pemberton, a pharmacist The company started as a syrup manufacturer and distributor, an expanded its product portfolio and global presence over the years Today, Coca-Cola Company produces and sells more than 2,800 products in more than 200 countries, including soft drinks, juice water, sports drinks, and energy drinks The company is also known for its iconic marketing campaigns, such as the “I’d like to buy the world a Coke” commercial in 1971, and its distinctive

contour bottle design Coca-Cola Company is committed to sustainability and social responsibility, a supports various initiatives in water conservation, women empowerment, community well-being, an climate protection Coca-Cola Company is not only a symbol of American culture, but also a leader the beverage industry

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Chapter 2: INDUSTRY REVIEW 2.1 Industry

- 1960: Coca-Cola was introduced in Vietnam for the first time

- In February 1994, Coca-Cola returned to Vietnam and started a long-term business - Coca-Cola Company is a global leader in the beverage industry, with a diverse portfolio of products and a strong presence in more than 200 countries and territories

- In Vietnam, Coca-Cola Company has been operating since 1994, after the United States lifted economic embargo The company has partnered with more than one million Vietnamese retailers nationwide, creating 2,000 direct and 20,000 indirect jobs for the domestic labor market

- The company has also invested US$136 million to build a new beverage factory in Long An, o of the biggest provinces in the Mekong Delta region The factory is expected to start operation in 20 and improve productivity by applying innovative production models and technology

- The Coca-Cola brand has always been the top selling soft drink brand and everyone loves Co Cola or one of its other attractive drinks Today, Coca-Cola Corporation has successfully expanded market with a variety of drinks, first carbonated water, and later juice, energy drinks for sports, sprin water, tea and others

2.2 Competitor

2.2.1 Introduction

PEPSICO

- Pepsico was introduced to Vietnam in 1991 By 1998, this company had a name in Vietnam A lot of distributor branches seize the opportunity 3 places with many distributors: Ho Chi Minh City, Hanoi, Hai Phong

- Market share in Vietnam: Accounting for 22.7% market share

- Pepsi-Cola changes the brand, labeling on each can of curled food Their target audience wa young people, eager to emphasize the moment, but many of their marketing strategies that h young people for a while then faded

- Pepsi embodies everything that a carbonated soft drink does From taste, choice to feeling refreshed, fun and youthful All of that came from Pepsi ads Pepsi has always tried to be younger, more exotic and more relevant than its competitors A quote for Pepsi fans: “Da qua

Pepsi oi !” 2.2.2 Campaign

Understanding the concerns of students and people who work away from home every Tet to spring, Suntory PepsiCo Vietnam continues to bring a meaningful Tet program called "Mang Tet Ve Nha"

Tet is a reunion occasion, but that simple dream of reunion is not easy for families with childre who go to school or work far away to earn a living For expats, going home to eat Tet is accepting to spend hundreds of thousands, even millions of VND for traveling, buying air tickets and trains That number can be equivalent to months, sometimes half a year of accumulation In the case of international students and expatriate workers abroad, this number can be many times higher Faced difficult problems, many people only know how to "bite their teeth" to determine the loss of Tet

Understanding the concerns of students and people who work away from home every Tet to spring, Suntory PepsiCo Vietnam continues to bring a meaningful Tet program called "Bring Tet Home" This is the third year that the program has been implemented and continues to give away 5 round-trip air tickets, 3,600 round-trip car tickets for students, young workers, and disadvantaged workers to return to their hometowns to celebrate the Lunar New Year Quarter Mão 2023 Notably, within the framework of this year's program, Suntory PepsiCo Vietnam supports 196 international a tickets for disadvantaged citizens from the central and northern provinces of Vietnam who are curre studying and working in Japan

2.3 Company

Platform “Real Magic”

2.3.1 TVC diu v 2022

As one of the brands launching early spring TVCs, more than a month before Tet, Coca-Cola kicked off the Tet season with a warm, close TVC Sending a simple, bright story about the magic o connection and sharing, TVC "Bring the Magic Home" has a clear perspective, reminding viewers th the magic is always present in every everyday moment, whether at a meal with parents, a hug from friends or a friendly visit from neighbors No need for anything sublime, it is the sharing, connection with loved ones and the surrounding community that will make a true magical Tet for each of us

Not only TVC, Coca-Cola Tet version was also launched early with the image of a shimmering golden swallow carrying the message "Connect - Share - Hope" Coca-Cola's Tet campaign also co multiple channels, from newspapers, TV, social networks to exciting events to realize real magical experiences to consumers

Coca-Cola's spread

Coca-Cola demonstrates its efforts in spreading the word by encouraging consumers to scan codes on Coca-Cola cans of Tet 2022 edition, digital billboards, outdoor advertising and dining spot receive many attractive New Year's gifts

In the campaign, Coca-Cola cooperated with many singers and KOLs such as Hoang Dung, Mango family, Khanh Vy, Khanh Ngo , to help spread the message "Bring the magic home"

With large-scale investment, Coca-Cola continuously reaped many impressive numbers: 12 million views of Tet TVC and 12 thousand discussions within a month, more than 16,500 people scanned QR codes, over 18,000 people participated in games

2.3.2 TVC

Coca-Cola Vietnam launches Tet 2023 campaign with the message " Tet Dau Doi Thay, Ky D Van O Day " to honor the value of Tet family reunion meals for generations

The video follows the journey of a young man in 20 years in just 1 minute Despite many changes in life, the reunion at the dinner tray has always been a miracle that will last forever in the hearts of the boy as well as his family members

The content has portrayed the cultural beauty of Vietnamese people and highlighted the mes that the brand wants to convey At the same time, you can see the presence of Coca-Cola at the fa table whether it is Tet or Tet This is considered as an affirmation of Coca-Cola in accompanying Vietnamese consumers in every happy moment

TVC was also developed into 30-second, 15-second, and 6-second versions and was posted channels from online to offline, increasing the ability to insert messages into the minds of the audie

Present in the meals of millions of Vietnamese families for nearly 3 decades, Coca-Cola Vietn understands the value of cohesion, especially during the traditional Tet holiday, one of the most important traditional festivals of Vietnamese people

Along with that, the image of golden swallows, the "symbol" of Coca-Cola bringing Tet to ever Vietnamese family, each year wears a different outfit to convey new messages This year, Coca-Co Vietnam cooperated with young artist Khim Dang to launch the Tet 2023 product set with 3 golden swallow designs symbolizing the 3 Northern, Central and Southern regions with the messages "Warmth", "Faith" and "Sincerity"

This year's stylized golden swallow image is inspired by the motifs on the Bronze Drum, Hue Imperial patterns, and Bien Hoa ceramic decorative motifs The convergence of swallows from 3 regions of the country on Coca-Cola's new design not only shows the spirit of Tet but also contribute to spreading the beauty of Vietnamese culture

The Result:

At the end of the campaign, Coca-Cola noted:

- There are more than 1 million discussions and interactions on all platforms, and more than 1 KOLs contribute and spread the campaign

- By the end of January, the TVC "Tet is changing, the magic is still here" on YouTube reached 20 million views

- The world's largest timeless dining table sets a world record and is recognized by the WorldKings World Records Alliance The "Timeless Magic Table" also made it into the top 4 events featured on Social Media in January 2023 by the BSI rankings

Chapter 3: TARGET AUDIENCE low, middle, and high income people.

"Coca-Cola, a Tet gift for every home"

With the message "Coca-Cola, a Tet gift for every home" it can revolve around family values,

joy, and connection From the story of each Coca-Cola bottle, we not only see images of cozy banq tables, children's smiles and sweet New Year wishes, but also feel the taste of presence and kindne the bond that every family cherishes

Coca-Cola is not simply a drink but has become a "Tet gift" containing profound meaning It i a bridge that connects generations, a common language of joy and highlights memorable moments Every time we open the bottle, we open a world of intimacy and memories, where Coca-Cola is not a drink, but also a symbol of solidarity and love

With this Insight, Coca-Cola has succeeded in not only providing a product but also highlighting cultural value, making each bottle of Coca-Cola not just a simple gift, but also a gift An indispensable part of Tet filled with meaning and happiness Combined with this Insight, Coca-Cola will create special products for the Tet season Releasing special products and packaging around fa and Tet themes to attract consumers, bright red gift baskets or Coca-Cola tree towers will be indispensable gifts and decorations for customers family

3.2 Media Habits

We conducted a survey of 18-25 year olds to better understand the media habits consumers for Coca-Cola

This is link of survey: https://forms.gle/SwEMeu4PzwDzW7p16

Most people know about social media camp

for 58.3%

Coca-Cola's advertising campaigns account for 50% of customers' purchasing decisions

Most of them enjoyed those advertising campaigns

Chapter 4: IMC Strategy 4.1 Objective

+ Increase Sales:

Increase sales during the Tet season through targeted marketing campaigns with discounts, special gift wrapping, or attractive promotions

+ Stimulate Interaction on Social Networks:

Increase social media engagement using hashtags and campaigns that motivate consumers share their special moments during Tet with Coca-Cola

+ Create a Feeling of Family Connection:

Create advertising campaigns that focus on family and the special moments when the whole family enjoys Coca-Cola during Tet parties and gatherings

To achieve these goals, Coca-Cola corporate marketing campaigns need to be implemented ac a variety of communication channels, including:

- Mass media: Advertising on television, radio, newspapers, - Social Media: Advertise on Facebook, Instagram, TikTok,

- Direct communication: Organize offline activities such as sampling, gift-giving,

4.2 Big Idea:

"Connecting Families, Reuniting with Coca-Cola"

The main theme is to create a warm and cozy atmosphere, promoting family connections a keeping moments of togetherness even more special Coca-Cola is not only a drink but also a bridg connection, bringing joy and cohesion to every family Big Idea "Connecting Families, Reuniting Wit Coca-Cola" is not only a marketing strategy but also a meaningful call for connection, warmth and family joy during the Tet season It brings a delicate view of the value of family and the special meaning of moments of togetherness in everyday life

"Connecting Families, Reuniting with Coca-Cola" is not just a promise of providing a drink but promise of a shared experience, a peaceful moment and beautiful memories Coca-Cola becomes of the family party, making each bottle not just a product but an inspiration to create special momen To creatively deploy ideas and increase interaction and connection with customers, Coca-Cola should use widespread advertising campaigns, bringing messages to everyone:

+ Social Media Campaign:

Use social media to encourage consumers to share their moments of togetherness with Coc Cola during the Tet season, using the campaign's special hashtag Create a playground on Tiktok a award prizes to Tiktok clips talking about Tet reunion with the campaign hashtag (requires Coca-Co products in the video)

+ Coca-Cola Family Experience:

Organize events at shopping locations or commercial centers, where customers can participa family fun activities and receive gifts from Coca-Cola , shopping vouchers

With extensive promotional campaigns, Coca-Cola not only creatively reaches customers but also brings the message "Connecting Families, Reuniting with Coca-Cola" to every family, creating consumer habits Used every time during the New Year, the red color of Coca will be an indispensa part

4.3 Concept:

Coca-Cola's concept for Tet season is not only about selling drinks but also about creating a special and meaningful experience for consumers on this important holiday The main theme "Fami connection, reunion with Coca-Cola" is not only a slogan, but a true message of friendship, joy, and warmth in every family

Each Coca-Cola bottle is not only a product, but a means of non-verbal communication, connecting generations and creating beautiful memories During holidays like New Year, Coca-Cola became an integral part of the party, family meetings, and special moments

This concept is a call for everyone to stop, enjoy moments with family and relatives, and shar joy It is not only shopping, but also creating experiences, connecting people and sharing feelings Coca-Cola is not only a brand, but a companion, who shared the joy and created a reunion atmosphere in every house This concept has a deep meaning of friendship and cohesion, making Cola an integral part of every Vietnamese family during the New Year and other important occasion

4.4 Key message:

"Reunion to celebrate spring, Coca-Cola connects family joy"

We believe that each Coca-Cola bottle is not only a drink but also an inspiration for beautiful moments and reunion in your family In this Tet holiday, we wish to bring warm atmosphere, endless