Subject Integrated Marketing Communications.pdf

Customers 4.1.Social Problem Need to be Solved in Vietnam 4.2.Customer Insight: 4.3.Approaching Strategy/ Brand Roles of Coca-cola: Inspire Vietnamese youth to believe in kindness in thi

11/19/2014

Group Assignment

GROUP 1 GROUP 1: : : : :

Le Huy Chuong Tran Hao Quang Ngo Thi My Duyen

Ha Thi Thanh Huong

Subject Subject: Integrated Marketing Communications Lecturer

Lecturer: Tran Dinh Thanh

3.2.Coca-cola in Vietnam and in other countries

3.3.Positioning Strategy: Coca-cola is a Drink/ Baverage of Happiness – (Share a coke Share happiness) –

4 Customers

4.1.Social Problem Need to be Solved in Vietnam

4.2.Customer Insight:

4.3.Approaching Strategy/ Brand Roles of Coca-cola: Inspire Vietnamese youth to

believe in kindness in this country & motivate them to live with care and

kindness

4.4.Big Idea:

5 Campaign: WARM CHRISTMAS – WARMNESS FROM STRANGERS (GIÁNG

SINH M ÁP Ấ – HƠI ẤM T Ừ NHỮNG NGƯỜI L ) Ạ

5.1.Objectives:

5.2.Target Audiences

5.3.Messages

5.4.Deployment Plan & Media Channels

5.5.Action Plan (detailed plan)

5.6.Contingency Plan (Risk management Plan B) –

5.7.Measurement tracking

5.8.Demo: Awareness raising tactics; Contest for engagement phrase; Transcript of Viral Clip post campaign

6 Reference

1 Context

Overview non-alcoholic beverage marketplace in Viet Nam

According to statistics from “Beer - Alcoholic – Beverage” Association Viet Nam Every year, each Vietnamese people only drink about 3 liters bottled beverage non-alcohol /year, while the average of the Philippines is 50 liters / year But according to research by Vietinbanksc, in 2013, total sales of non-alcoholic beverage industry was 11 870 billion VND, 2,083 million liters sold; growth in period 2009-2013 was 19.35 %, which exports reached more than 2 million liters; expected growth in the period 2014-2018 will be 14.2 %, the number of enterprises producing is

135 companies

According Vietinbank, Vietnam is a country with a young population structure, with 15-40 year old age group accounted for nearly half, one age is said to have the highest demand for soft

drinks Moreover, the rate of increase in fast food services in Vietnam are reaching the threshold

of 10 % / year, accompanied by the demand of non-alcoholic beverages, particularly carbonated soft drinks

According to statistics from “Beer - Alcoholic – Beverage” Association Viet Nam On the

market, there are 300 different accounts divided into three main groups:

- Coke: Sting, Coca-cola, Pepsi, 7up, Soda, Mirinda…

- Non-carbonated soft drinks: Dr.Thanh, Lipton Pure Green, C2, Vfresh…

- Mineral water, pure water : Lavie, Aquafina

Our country we have three companies well known in the industry that is Coca-Cola, Pepsi, Tan Hiep Phat

Opportunity

Economics in 2014 face difficulties caused by the financial crisis, consumer spending tightened, but with Vietnam’s population reached the figure of 90 million people, mostly young people so that created attractive for manufacturers beverage investment promotion to win market share It

is expected that in 2014, non-alcoholic beverage industry in Vietnam reached 2,315 million liters production, generating sales of 506 million By 2016, this figure will reach 2,628 million liters, grossed 626 million dollars

Participation in the Trans-Pacific Partnership (TPP) gives beverage industry new opportunities such as increased exports by countries in the TPP tariff elimination commitments apply

mechanism of certificate of origin, the opportunity to attract investment from American

companies and other TPP countries in the beer industry in Vietnam, Vietnam enterprises have opportunities to participate in global value chains

Policies and laws of the Government also have positive or negative impact to business sector non-alcoholic beverage

Threat

To join in the global economy organization, cut import taxes create conditions for foreign

businesses entering the Vietnam market made difficult for local firms

2 Competitors

Growing social, human needs increasingly more diverse The services associated with life such as food, drink, entertainment constantly being improved and upgraded to meet the demands of modern life of people Among them, the beverage market is always the

potential market and vibrant with numerous competitors constantly jumping into the market to make a profit for themselves, notably two giants Pepsi, Tan Hiep Phat

company, etc

Target

Customer

Pepsi Perfect target market is generally

anyone between the ages of 15 to 50,

specially those peoples they are health

conscious and those they want to

purchase novelty things

Age: from 15 to 29 years old They are the active group involved in many outdoor activities, and use ready- -drink toproducts very often

Income: Because of its higher price compared to the other soft drinks, THP targets people whose income in the middle group

Highlight

Campaign

For young people in Vietnam, the

statement “Da qua Pepsi oi” in Pepsi

ad has shown strong impression, most

people will remember this impressive

statement when they mention

Pepsi-Cola With style of humor, witty, Pepsi

has put a lot of sympathy for the

To prepare for expanding its market to some other Asian countries, besides of being a sponsor for annual activities and contributing to charity funds, 0° Tea will

be one of the main sponsors for the two great events in 2008 (Tiger Cup and Miss Vietnam Contest 2008), which

young

To focus on psychology of the young,

Pepsi invited favorite stars to promote

their brand A “Pepsi generation”

grew up with idols like Britney Spears,

David Beckham… In Vietnam, stars

like My Tam, Kasim Hoang Vu, Ha

Anh Tuan, Kim…were invited to the

ad for brand

promisingly develop its image in and outside Vietnam

Strength Product diversity

Extensive distribution channel

Successful marketing and advertising

campaigns

Complementary product sales

Proactive and progressive

Take the prominent feature in the drinking habit of Vietnamese people

Be a product of THP, which has a reputation for its beverage products

Adopted by large layers of population

Has larger product options than other competitors

Has large distribution networks all over the country

Weakness Over-dependence on Wal-Mart

Low pricing

Questionable practices

Much weaker brand awareness and

market share in the world beverage

market compared to Coca-Cola

Too low net profit margin

Raw material source supplied depends on many factors, such as weather, natural disasters, increasing in fertilizer price, etc

Has higher price in comparison with the domestic same kind of product

Have not developed any new flavor within the last 1 year

Market

share

Pepsi divide the target market in to

different groups They may differ in

wants, resources, locations and buying

practices

Through market segmentation

companies can be reached more

efficiently and effectively with

products and services that match their

unique needs

Maintain the market leading position in Vietnam, gain 65% market share at the end of 2013

Increase sales by 50% in 2013

Introduce at least one flavor before each summer

Develop a new market in SEA in 2014

Source: Pepsi and Tan Hiep Phat Report, 2013

3 Company

3.1.SWOT

Strengths:

- One of the most valuable brand in the

world, includes the brand value, the

numerous factories and assets spread out

across the world and the complete

operations cost and profit of Coca cola

- Next 3-year plan (2013-2015) of the

company, Coca-Cola plans to invest $ 300

million more to expand business in

Vietnam

Weakness:

-Taste- in the Vietnam market, the taste of Coca cola inappropriate taste of the Vietnamese, the Vietnam-taste like charming than pale of Coke

-Distribution system- Has not provided a distribution system as well as Pepsi Because

of, Pepsi entered Vietnam and establish a national distribution system before Coca Cola

-Marketing strategy - Unique and solid,

Coca Cola Vietnam has received a lot of

positive feedback from customers

-Staffs of highly skilled and advanced

technology bring Coca Cola’s products is

quality

- In addition to agents and general agents, Pepsi still access most of the coffee shop, which promote and consume a huge amount of Pepsi soft drinks

Opportunities:

-Beverage consumption According from –

a interviews Mr Muhtar Kent said that

the consumption of non-alcoholic

beverage of the new Vietnam by 20% of

the world average level

Growth-in 2011, Coca-Cola Vietnam has

growth figure 2 Within 3-5 years, this

growth will be sustained

-Target customer: young, strong components who

is easy to change Besides, loyalty of customer is not high with product

Source: Cocacola Report, 2013

3.2.Positioning Strategy: Coca-cola is a Drink/ Baverage of Happiness – (Share

a coke Share happiness) –

Coca-Cola mission:

To refresh the world

To inspire moments of optimism and happiness

To create value and make a difference

(source: website www.coca-colacompany.com/)

Then Coca-cola position it as a Drink/ Baverage of Happiness (with Share a coke Share – –happiness well-known campaign around the world)

4 Customer

4.1.Target Customer

Vietnam is a young and high growth population country which entering golden

population with nearly 50% of population is under 35 years old:

Source: CIA WORD FACT BOOK

As in other country, Coca-Cola target on young consumers Coca-Cola’s target customer profile

in Vietnam:

Hobbies 15-34 years

Both rural and urban area (bull-eyes at urban area)

- Loves media exposure

- Mobile generation & social media is part of daily life

- Connected people; they like innovations, they like being surprised

Source: Cocacola Report, 2013

4.2.Social Problem Need to be Solved in Vietnam

Vietnamese people especially Vietnamese youth tend to live carelessly Search results

on google show nearly 1,000,000 results on less than 5 seconds

“Miracle, if it exist, surely will come from the love and care between human Coca-Cola believes that Santa Claus is real because all of us can become Santa Claus in our own

ways”

A Russian writer once said: "It is not the coldest Arctic that is where there is no love."

Insensitivity also likened the disease "cancer souls " Insensitivity actually not just a mental state of humans anymore, but it becomes a worrisome disease, common in many young

people today Delving deep into the vortex of modern life, emotionless become an incurable disease which is difficult to treat

Each youth should live right moral standards of the people, known sympathy with the people, know -improvement, learning life lessons about justice, charity, love those around you We cannot be exchanged for ordinary matter that only the sincere interest can maintain a

sustainable relationship Given away lots of love, caring and sharing we will not regret it, because we will get the affectionate kindness of others To "destroy" insensitive disease thoroughly, we should live with love and responsibility to the community and especially to open up to life We should have a "hot heart" for crying, laughing, listening, loving, knowing vibe with everyone “Miracle, if it exist, surely will come from the love and care between human Coca-Cola believes that Santa Claus is real because all of us can become Santa

Claus in our own ways”

5.4.Deployment Plan & Media Channels

Big Idea EVERYONE IS ABLE TO BECOME SANTA CLAUS

Phase 1 - Raise your Voice Phase 2 - Join Us Phase 3 - Act it out Message People in Vietnam tend to live

carelessly Do you want to be the

pioneer raising voice for change?

Coca-Cola tend to do something to make change Are you dare to join us to become change-markers?

Coca-Cola believe that Santa Claus is real because we understand that everyone is able

to become Santa Claus

as their own way

Key

Hook

-V-log: Hanoian live more

carelessly or Saigonian?

-Real story about how people live

carelessly in Hanoi and in Sai

-Viral Clip post-event

TV Happiness Foundation

PR articles Social media; Forum seeding

Debate to make two crowds and

gather a big crowd, Word of

Mouth

High-rewards, Word of Mouth

Emotional & Record making, Word of Mouth KPIs

Source: Internal Report, 2014

5.5.Action Plan (detailed plan)

Dividing three phase with the purpose “long rains saturate the soil” make target customer is teenagers more concerned with status emotionless life on today Besides, each phase will be a difference message, ways difference appropriate that it hidden within each phase are carrying the message associated with the meaning of campaign This is help people is similar teenagers live sympathetic, love one another

Campaign “GIÁNG SINH M ÁP Ấ – HƠI ẤM T Ừ NHỮNG NGƯỜI LẠ” (WARM

CHRISTMAS WARMNESS FROM STRANGERS)– will divide three phases:

Phase 1 “Raise Your Voice”, with the message “you are the pioneer change emotionless life problem is steeped in today’s society” Name of phase one associated with the message that the host wants to bring the young Increasing your voice and courage to say, remarks reflect the emotionless lifestyle This is campaign’s phase one, Coca Cola will be anonymous which will show brand name It just bring a true sense of concern, love, sympathy and share mutual problem

of audience For the first step affects the viewer, making them aware of the problem The phase period time will be extended for one month from August to October 2015

“Raise Your Voice” will push to audience through multiple media, and the media will be used in this phase is Social Seeding, Forum Seeding, NGO, SJV Vietnam and PR articles

As Social Seeding and Forum Seeding, with the topic keyword is “argument” about emotionless lifestyle Post article and video on truongton.net/ webtretho/ voz/ fanpage public/ fanpage NGO, etc The content is at the below table

Phase 2 “Join Us” with a message “there are a lot of people is similar you also would like to concern to difference people” This is phase of practical application, an overview of youth

thinking from this period To promote the hidden heart of the young when they was not show outside The important point is Coca Cola will appear on phase and perform the content include:

- Run icare.com website/ toiquantam.com.vn website Putting the articles promoting the competition, clearly information about how to get join and clear time

- The competition writing and filmmaking project “Chống lại sống Vô Cảm – Against emotionless life” Registration for participation in the competition in the following steps:

- Miracle Chrismas Big event

- Warm Christmas Warmness from Stranger activity with free hug and free gifts for poor –people and homeless children who don’t feel that the Christmas Night is warm with them (they can not enjoy the Christmas night with their beloved people)

This phase will be done in one month from October to November 2015 The media for this

period, Social Seeding, Forum, TVC, PR and Icare.com/toiquangtam.com.vn As for Social Media and PR article on online newspaper Communication the competition via Facebook by fanpage, Forum as truongton.net/ webtretho/ voz/ fanpage public/ fanpage NGO- it is one of the steps to connect and register for the competition Posting on the Forum to introduce competition and lead seeding "link" to join in the competition website

As for advertising on TV, using the TVC that advertising for campaign through game show Running TVC 30s introduced "Icare campaign" and the website: icare.com: Young people has a depressed mood, feeling boring life Drink coca and found competition "Icare" of Coca-Cola - the website address "icare.com" and awards of up to 500 million: a trip to Disneyland Hong Kong with his family and many other attractive prizes for the participation

Icare.com propaganda competition make film about emotionless life today The end result is to find the leader of the project, "emotionless lifestyle improvement" project through writing

competition for "iCare" campaign Awards and grants for two relief projects to actually run in phase 3

Phase 3 “Action It Out” with message “Santa Claus is real because we all have to become

Santa Claus” This phase is the final phase of the campaign, conduct advertising and running the award-winning project This phase will be done in 1 month from November to December 2015 The content of this phase include:

- To run the winning projects Back then start to release clips on the media