Executive Summary2.1 Market Summary3.2 Target Market3.4 Brand Positioning ModelIV.. Executive Summary2.1 Market Summary3.2 Target Market3.4 Brand Positioning ModelIV... Executive Summary
Trang 1VIETNAM GENERAL CONFEDERATION OF LABORTON DUC THANG UNIVERSITY
FACULTY OF BUSINESS ADMINISTRATION
SUBJECT: ASIAN MARKETING MANAGEMENT
FINAL REPORT MARKETING ACTIVITIES IN VIETNAM AND THE TET 2024
PROMOTION PLAN OF COCA-COLA
Lecturer: MBA Tran Nguyen An Group: Gia Dinh Phep Thuat
HO CHI MINH CITY, 6 DECEMBER 2023
Trang 2LECTURER’S COMMENTS
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MEMBERSHIP ASSESSMENT TABLE
IV Tet 2024 Action Plan Doing PPT
IV Tet 2024 Action Plan Doing PPT
IV Tet 2024 Action Plan
100%
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Trang 4IV Tet 2024 Action Plan Doing PPT
IV Tet 2024 Action Plan Doing PPT
IV Tet 2024 Action PlanDoing Word Report
IV Tet 2024 Action PlanDoing PPT
100%
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Trang 5TABLE OF CONTENTS
MEMBERSHIP ASSESSMENT TABLE 3
TABLE OF CONTENTS 5
LIST OF IMAGES 8
LIST OF TABLES 11
I EXECUTIVE SUMMARY 12
II SITUATION ANALYSIS 15
2.1 Market Summary 15
2.2 SWOT Analysis 16
2.2.1 Strength 16
2.2.2 Weakness 20
2.2.3 Opportunity 22
2.2.4 Threat 23
2.3 Competition 24
2.3.1 Indirect Competition 24
2.3.2 Direct Competition 28
2.4 E-commerce 36
III MARKETING STRATEGY 39
3.1 Objectives 39
3.2 Target Market 39
3.3 Insight 40
3.4 Brand Positioning Model 40
3.4.1 Root Strength 40
3.4.2 Competitive Environment 41
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Trang 63.4.3 Target 41
3.4.4 Insight 42
3.4.5 Benefits 45
3.4.6 Value, Belief, Personality 47
3.4.7 Reason to Believe 48
3.4.8 Discriminators 52
3.4.9 Core Value 53
3.5 Strategies 54
3.5.1 Product 54
3.5.2 Price 57
3.5.3 Place 63
3.5.4 Promotion 66
IV TET 2024 ACTION PLAN 71
4.1 Ideas 71
4.2 Tagline 71
4.3 Sales Promotion 71
4.3.1 Consumers 71
4.3.2 Customers 73
4.3.4 E-commerce 78
4.4 Advertising 79
4.4.1 OOH 79
4.4.2 Tet 2024 TVC 90
4.5 PR 95
4.5.1 Program "Goc Am" 95
4.5.2 The Launching Ceremony of Coca-Cola Tet 2024 Packaging 100
4.5.3 “Coca-Cola Countdown Party 2024” Music Fest 101
4.6 Digital Marketing 114
4.7 Timeline 119
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Trang 74.8 Total Budget 120 REFERENCE 124
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Trang 8LIST OF IMAGES
Image 1 Top 10 Most Expensive Brands in The World in 2021 12
Image 2 Product Lines of Coca-Cola 14
Image 3 Largest Beverage Enterprise and Market Share 16
Image 4 Coca-Cola New Product Line Version 17
Image 5 Campaign Tet 2023 “Tet Dau Doi Thay - Dieu Ky Van O Day” 18
Image 6 Campaign FIFA World Cup 19
Image 7 Coca Cola Implements Waste Collection and Recycling Project 20
Image 8 Some Customer Comments on Social Media 21
Image 9 Pepsi’s “Mang Tet Ve Nha” Campaign 33
Image 10 Pepsi's Tet 2023 Campaign “Mang Tet Ve Nha” 34
Image 11 Mirinda Tet 2023 Campaign “Tet Mirinda - Tet Cuoi Tha Ga” 34
Image 12 7UP's Tet 2023 Campaign “Bat 7UP, Mo Tet Xom” 35
Image 13 Top 5 Tet TVCs According to Views 36
Image 14 Coca-Cola and Beverage Market 41
Image 15 "Taste the Feeling" Campaign 43
Image 16 "Real Magic" Campaign 44
Image 17 Coca-Cola Announces ‘A Recipe for Magic’ Global Campaign Celebrating Connective Power of Meals 44
Image 18 "Tet Dau Doi Thay, Dieu Ky Van O Day" Campaign 45
Image 19 Top 10 Most Chosen Brands in Beverages by Kantar Worldpanel Vietnam 48
Image 20 NSF International 49
Image 21 HACCP 50
Image 22 Tet Campaign “Cho Tet 0 Dong” 50
Image 23 Tet Campaign to Support for Families in The Vicinity of The Factory 51
Image 24 Coca-Cola’s Awards at MMA Smarties Vietnam Awards 2023 51
Image 25 Coca-Cola Cherry Zero Sugar 52
Image 26 Coca-Cola Tet 2024 Edition Packaging 55
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Trang 9Image 27 New Packaging Made from 100% Recycled Plastic by Coca-Cola 55
Image 28 Coca-Cola Tet 2024 Edition Packaging 56
Image 29 Coca-Cola Bottles with New 2024 Packaging at Vending Machines 57
Image 30 Price List of Coca-Cola Original Taste on Bach Hoa Xanh Website 59
Image 31 Coca-Cola Tet 2024 Price on Cho Cam Tay 62
Image 32 Coca-Cola Tet 2024 Price on Karavan 62
Image 33 Coca-Cola Distribution Channels 63
Image 34 Coca-Cola's Online Sales Channel 64
Image 35 POSM Displaying Coca-Cola Vietnam's Tet Products 65
Image 36 Coca-Cola Is Present on Dining Tables across Vietnam 66
Image 37 Coca-Cola Color-Changing Glasses 72
Image 38 Coca-Cola Bottle Plush Bear 73
Image 39 Tour 10 Days – 9 Nights to 6 European Countries: France Belgium -Netherlands - Germany - Switzerland - Italy 77
Image 40 Gold Taels 9999 78
Image 41 Coca-Cola Band Watch 79
Image 42 Coca-Cola's Dangler Samples 81
Image 43 Coca-Cola's Divider Samples 82
Image 44 Coca-Cola's Gondola End Demo for Tet 2024 83
Image 45 Coca-Cola's Gondola End Demo for Tet 2024 in Supermarkets 84
Image 46 Coca-Cola's Gondola End Demonstration for Tet 2024 85
Image 47 Coca-Cola's Demo Display Island for the 2024 Lunar New Year 86
Image 48 Roadshow Bus Advertising 88
Image 49 Bus Wrap Advertising 89
Image 50 “COCA-COLA | DON TET MOI, DON NIEM TIN MOI” TVC 91
Image 51 Tet Spice Combo 99
Image 52 1 Crate of Coca Cola Tet 2024 Version 99
Image 53 Coca-Cola Tet 2024 Packaging 100
Image 54 New Packaging Launch Event 2024 101
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Trang 10Image 55 Coca-Cola Countdown Party 2024 Stage Demo 103
Image 56 Coca-Cola Countdown Party 2024 Stage Demo 103
Image 57 Photo Activity with Coca-Cola 104
Image 58 Prize for "Lucky Number" Mini-Game in Coca-Cola Countdown Party 2024 105
Image 59 Booking KOL Quynh Anh Shyn for Coca-Cola Countdown Party 2024 111
Image 60 Booking KOL Thay Beo U40 for Coca-Cola Countdown Party 2024 112
Image 61 Booking KOL Be Duy TikTok for Coca-Cola Countdown Party 2024 112
Image 62 Demo Post about Coca-Cola Countdown Party 2024 on Fanpage 113
Image 63 Demo Booking Kenh 14 Article after Coca-Cola Countdown Party 2024 114
Image 64 Demo Booking VNExpress Article after Coca-Cola Countdown Party 2024 114 Image 65 Timeline Coca-Cola Tet 2024 Campaign 120
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Trang 11LIST OF TABLES
Table 1 Indirect Competition 24
Table 2 Direct Competition 29
Table 3 Coca - Cola Carbonated Soft Drink Line Price List 58
Table 4 Prices of Coca-Cola Products on E-commerce Platforms 60
Table 5 Evaluation Criteria of Coca-Cola Display Booth Creative Contest 74
Table 6 “COCA-COLA | DON TET MOI, DON NIEM TIN MOI” TVC Script 92
Table 7 "Coca-Cola Countdown Party 2024" Event Agenda 107
Table 8 Total Budget Coca-Cola Tet 2024 Campaign 121
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Trang 12I EXECUTIVE SUMMARY
Coca Cola is a brand belonging to Swire Pacific Limited corporation Coca Cola isconsidered a powerful empire in the beverage industry with prestige and widespreadpresence globally Coca Cola is in the top 10 most valuable brands in 2021 and is thenumber 1 best-selling soft drink company in the world despite fierce competition in thebeverage market
The brand is considered the 83rd largest "economy" in the world with 1.7 billion productsconsumed every day According to 2022 statistics, Coca-Cola has brought in about 43billion USD in revenue and a gross profit of 25 billion USD In 1960, Coca-Cola was firstintroduced in Vietnam and officially appeared in Vietnam in 1964 when the United Stateslifted the trade embargo After nearly 3 decades of presence in Vietnam, Coca-Cola withthe mission of "Innovating the world and making a difference" has affirmed its position
as one of the leading beverage companies This achievement was achieved when the
12Image 1 Top 10 Most Expensive Brands in The World in 2021
Trang 13company persistently pursued a sustainable development strategy based on three solidpillars: economy, environment and society.
In recent years, the Vietnamese bottled beverage industry market has clearly shaped thegroup of businesses that dominate the market, including 3 FDI enterprises: Suntory Pepsi,Coca-Cola, URC and 2 domestic enterprises The locations are Tan Hiep Phat and Masan.According to beverage industry magazine Beverage Digest (USA), Coca - Cola'scarbonated beverage market share is 52%, PepsiCo's is 21% Although it is ahead ofPepsi in the global market, in the Vietnamese market, because it came later, Coca - Cola'sexpansion of the distribution system proved weaker Coca-Cola develops in the direction
of prioritizing emotional factors, connecting intimacy between relatives and friends.Pepsi, on the other hand, directs its brand to develop in a more modern, youthful anddynamic direction
Swire Coca-Cola's financial report recorded a revenue of more than 5,600 billion VND inthe first 6 months of 2023 in the Vietnamese market, equivalent to a revenue of more than
31 billion VND per day During the development process in Vietnam, Coca-Cola hasdeveloped 8 main beverage groups and continuously launched new products suitable tothe tastes of Vietnamese consumers such as Coca-Cola Lemona, Fanta Sarsi, Fanta peach,Aquarius and Minute Maid
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Trang 14In addition, Coca-Cola also carries out a series of resonant brand love activities toincrease love for the brand such as "Share a coke with" or annual Tet campaigns On Tet
2024, Coca Cola is expected to launch with a new advertising message: "Sac Rong PhonVinh, Niem Tin Nhu Y" through many activities such as advertising, promotions,communications, digital marketing, and e-commerce Images of dragons are oftenassociated with Asian culture as symbols of strength, luck and auspiciousness "NiemTin" here can be understood as belief in product quality, belief in the mission and values
of the brand, as well as belief in positive experiences when enjoying Coca-Cola Bycombining the positive image of the dragon with the trust value of Coca-Cola, it not onlycreates a good cultural image but also emphasizes that Coca-Cola is not just a drink, butalso positive experiences and luck in everyday life Most of the budget is focused onadvertising with short films during Tet and sales promotion with the goal of promotingsales on diverse distribution channels, maintaining brand spirit, conveying messagesskillfully and effectively creative to attract young people while still continuing the goodtraditions of the Vietnamese people through many generations
14Image 2 Product Lines of Coca-Cola
Trang 15II SITUATION ANALYSIS
2.1 Market Summary
In the present day, with increasing industrialization and the surge in modern lifestyles, thedemand for convenient and appealing bottled beverages, especially in Vietnam, where theclimate is hot and humid, has seen a significant rise The young population, particularlythose aged between 15 and 50, constituting 63% of the market, has a substantial demandfor refreshing drinks, propelling rapid growth in the beverage sector Consequently,numerous international enterprises have entered the Vietnamese market to capitalize onthis trend, including well-known brands such as Coca and Pepsi
According to data from vtown.vn, carbonated drinks command a substantial 23.74% ofthe total market share in the beverage industry The average consumption of carbonateddrinks in Vietnam in 2020 was approximately 15.5 liters per person annually,underscoring the widespread popularity and consumer preference for this beverage indaily routines
PepsiCo has maintained a leading position in the beverage industry for many consecutiveyears In 2022, Coca-Cola Vietnam secured the second position in this market Compared
to other competitors, especially domestic enterprises like Tan Hiep Phat, Coca-Cola hasfaced significant challenges in competition, encountering numerous obstacles
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Trang 16Additionally, as estimated by the Vietnam Beer - Alcohol - Beverage Association, thereare currently around 1800 establishments engaged in the production of beverages Theannual growth rate remains steady at 6-7%, a notable contrast to markets like France andJapan, which only anticipate a 2% annual growth Moreover, experts assess that theVietnamese beverage market has considerable room for expansion, with an expectedconsumer base of 1.454 billion people by 2027, indicating a promising outlook for futuredevelopment.
2.2 SWOT Analysis
2.2.1 Strength
The fame of the brand: Coca-Cola is a well-established brand in the Vietnamese
market with over 25 years of operation and development Its greatest strength lies
in its high brand recognition According to Business Insider, a staggering 94% ofthe world's population recognizes the distinctive red and white logo of Coca-Cola.Furthermore, based on Wepar data, Coca-Cola secured the second position in theranking of the best-quality beverage brands in Vietnam in 2022
Extensive distribution network: Leveraging its significant market share and
market dominance, Coca-Cola maintains high negotiation power with suppliers
16Image 3 Largest Beverage Enterprise and Market Share
Trang 17and business partners Coca-Cola Vietnam owns three manufacturing plants in HoChi Minh City, Hanoi, and Da Nang to meet the demand across a tightly manageddistribution network, covering general trade, modern trade, and onlinemarketplaces According to the semi-annual report from Swire Coca-Cola,marketing and distribution in Vietnam recorded over VND 5,600 billion in revenue
in six months, equivalent to over VND 30 billion per day
Continuous innovation and improvements: Coca-Cola consistently engages in
research and introduces new product lines to meet customer needs, such as Cola Zero Sugar, Coca-Cola Light, and Coca-Cola Plus These innovations aredesigned to align with the cultural preferences of the Vietnamese people, asexemplified by the special Tet packaging
Coca-17Image 4 Coca-Cola New Product Line Version
Trang 18Outstanding Marketing campaigns: The company places significant emphasis
on creating impactful marketing campaigns, advertisements, and promotions In
2022, the marketing team allocated a substantial budget, spending USD 4.3 billion
on advertising and investing billions in digital marketing and promotionalprograms globally In Vietnam, the brand has built a special connection withconsumers during the Tet holiday, featuring the prominent image of a goldenswallow on a red background To secure this position in the hearts of Vietnameseconsumers, the company invests heavily in advertising campaigns, such as the "TetDau Doi Thay - Dieu Ky Van O Day" campaign for Tet 2023 and campaignsrelated to the FIFA World Cup
18Image 5 Campaign Tet 2023 “Tet Dau Doi Thay - Dieu Ky Van O Day”
Trang 19Affordable pricing for all social classes: In the Vietnamese market, Coca-Cola is
a popular product chosen by many as part of their daily routine Importantly, Cola is not only widespread across all social classes but is also priced affordably,catering to a diverse range of consumers, specifically priced at 6,000 VND for asmall 300ml bottle
Coca-19Image 6 Campaign FIFA World Cup
Trang 1114.6 Digital Marketing
Run TVC Ads, Minigame, Music Fest
- Run short video ads (5-15 seconds) about TVC on Facebook, YouTube, TikTok
- Run ads about Minigame, Music Fest on Facebook, TikTok
Minigame Activity: “Cung Coca-Cola Don Tet”
This is a great opportunity for the community to showcase their creativity through theprocess of recycling Coca-Cola can lids and sharing on the TikTok social mediaplatform Here are the steps to participate and attractive prizes
+ Step 3: Submit images of the finished product and the link to your TikTok video tothe organizers via the attached link You will have a chance to receive prizes fromCoca-Cola if your product and video are highly rated
+ Step 4: Wait for the results announced by the organizers
- Prize Structure:
+ TikTok: Creative Prize
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