intergrated marketing communications mkt304 cocacola

THE COMPANY''''S SITUATIONIncome Coca Cola''''s target customers belong to Group AClass 15 - 150 million VND; Group B Class7.5 – 15 millionVND; Group C Class4.5 –7.5 million VND.Family Life Cy

INDIVIDUAL ASSIGNMENT INDIVIDUAL ASSIGNMENT

INTERGRATED MARKETING COMMUNICATIONS - MKT304

LECTURER: MR TON THAT NHU NHAT

PREPARE BY: DO THI THU HIEN HS170604 COCA COLA

Table of content

1.1 Information and history of formation 1.2 Mission, vision and core values 1.3 Field of operations and products _

_

2.1 Coca Cola's target customers 2.2 SWOT

03

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Analyze IMC activities in the pre- and post-epidemic period

3.1 IMC campaign in the period 2017-2019 before the epidemic

3.2 IMC campaign in the period 2020-2022 during the epidemic

_

during the epidemic

Similarities and differences

The IMC concept of coca cola used in the pre-epidemic period and during the epidemic

05

_

_

INFORMATION AND HISTORY OF

FORMATION

The carbonated soft drink line is the main product line and brings huge revenue to the company every year, contributing to maintaining and developing the brand

Coca-Cola's global product portfolio includes 4,300 products and 500 brands

In Vietnam, Coca-Cola offers 8 main types of beverages - soft drinks (sweetened or unsweetened), energy drinks, fruit drinks, fruit milk drinks, coffee, and exercise supplements sports, canned supplement drinks and tea

The Coca-Cola Company is an American

multinational beverage company and

manufacturer, retailer, and marketer of

non-alcoholic beverages and syrups The company

best known for its leading carbonated soft drink

product is Coca-Cola Coca-Cola (also known as

Coke) is a soft drink brand registered in 1893 in the

US The father of Coca-Cola was pharmacist John

Pemberton and according to the understanding of

the American people at that time, Coke (Coca

Cola) was an oral medicine

In the United States: Invented by pharmacist John Stith Pemberton - owner

of a private laboratory and pharmacy

1960: Coca-Cola was first introduced in Vietnam

February 1994: Coca-Cola returned to Vietnam and started its business process long term business

August 1995: The first joint venture between Coca-Cola Indochina and Vinafimex company was established and headquartered in the North

October 1998: The Vietnamese Government allowed Joint Venture Companies to become 100% foreign invested companies

June 2001: Due to the permission of the Vietnamese Government, three Coca-Cola Beverage Companies in three regions merged into one and shared management, headquartered in Thu Duc District - Ho Chi Minh City March 1, 2004: Coca-Cola Vietnam was transferred to Sabco, one of the famous Coca-Cola Bottling Groups in the world

FIELD OF OPERATIONS AND PRODUCTS

It's the real thing

VISION

Since its inception, Coca Cola has

always followed a great mission and

accomplished their long-term goals:

Enter the market and bring new

products to the world

Bring meaningful inspirational

messages

Create a new and different potential

value

MISSION

When entering the market, Coca Cola always aims for long-term goals and development Coca Cola built a business with great orientation and vision

About people Coca Cola wants to provide the best, inspiring working environment

About products Bringing to the world the best, creative and innovative products according to future market needs

About partners Together, we create sustainable values for mutual benefit Profit Maximize profits and always grow

Operational productivity Efficient, fast and successful

VISION

Leadership have the courage to shape a

better future

Collaboration leverage for collective

genius

Integrity means real

Passion keep your heart and mind

committed

Quality knowing what to do and doing it

well

Diversity keep it as inclusive as the brand

Responsibility: if so, it's up to them

THE COMPANY'S SITUATION

ANALYSIS

COCA COLA'S TARGET

CUSTOMERS

Coca Cola's target customers are Men and Women aged

13 - 35, with income ABC, like dynamism, youthfulness

and sharing, like joy and positive meanings in life

Coca Cola's target customer profile can be described as

follows

Demographic

Gender Coca Cola's target customers include both Men

and Women

Geographic location Coca Cola's target customers are

concentrated in urban areas in 5 big cities (Ho Chi Minh

City, Hanoi, Da Nang, Hai Phong, Can Tho)

Age Coca Cola's target customers focus on the

Teenagers group (13 - 18 years old); Youth (18 – 24 years

old); Mature (25 - 35 years old)

Income Coca Cola's target customers belong to Group A

Class (15 - 150 million VND); Group B Class(7.5 – 15 million

VND); Group C Class(4.5 –7.5 million VND)

Family Life Cycle Coca Cola's target customers focus on

the Young single group; Young married without children

(Young married without children); Young married with

children

Education Coca Cola's target customers focus on the

Elementary School group; Secondary School; High School;

College; University

Attitude Coca Cola's target customers like dynamism,

youthfulness and sharing, like joy and positive meanings

in life

Life Behavior Coca Cola's target customers often

participate in positive, emotional activities

Shopping behavior Where to shop Coca Cola's target customers are concentrated in home consumption channels (supermarkets, mini supermarkets, convenience stores, markets, street vendors, etc.) and on-site consumption channels (homes) restaurants, hotels, shops, vending machines)

Shopping occasions Coca Cola's target customers often buy for meals (Breakfast, lunch, dinner) and

on special occasions (Tet, Holidays, Festivals, Meetings, etc.)

Purchasing purpose Coca Cola's target customers belong to the Habitual buyer group (Buying out of habit) and Problem working (Buying to solve problems - instant refreshment)

Usage behavior Frequency of use Coca Cola's target customers usually buy 1-2 times/day; 3 days/week or more Amount of usage Coca Cola's target customers usually use 10 liters/month or more

Psychology Coca Cola's target customers belong to the carefree, happy, and comfortable personality group

S W

O T

The very first step is to expand their market into high purchasing capability areas Market penetration seems important for majority of companies Then, only innovation could make greater progress in this industry:

Coca Cola is the top-most beverage brand with a presence in 200 countries , it bagged the highest brand equity award in 2011

The company valuation of Coca-Cola is $79.2 billion Its subsidiaries include Limca, Sprite, Fanta, Thumps Up, Maaza, Kinley Water, Minute Maid

The company has the most robust supply chain and delivers a product in the remotest places.

The vast global presence has made it created its brand image

It associates with celebrity brand ambassadors for advertising and marketing It maintains a good marketing strategy Coca Cola enjoys customer loyalty

The company performs CSR activities in water conservation, education, health, and recycling, it has an association with international sports events and sponsorship, the company is moving towards sugar-free options, water, and juice

How to keep the fisrt position of beverage industry in the world seems the priority for Coca Cola, since there are substantial brand-new vegan and other organic beverage brands grown fast People are interested in making healthy choices these days and so are avoiding aerated drinks To source, raw material is a significant concern;

It is facing difficulty in complying with different government norms and regulations in other countries;

The recent economic slowdown, inflation, and instability have affected its market share;

Strong competitors like PepsiCo, Nestle, Gatorade, Lipton, Danone, Schweppes are giving it a tough fight.

The company's performance assessment shows how they can use the available opportunities in their favor The company can concentrate on the ones that align with their strengths As a top-rated brand, Coca Cola has several strengths which allow them to use many of the opportunities

to ensure their growth:

It can increase its reach in untapped countries to boost the Coca-Cola market and supply-chain improvement;

The company can popularise lesser-known products It must utilize the scope to acquire other companies and strengthen the company;

It can diversify its product portfolio by starting the snacks industry to compete with PepsiCo It can also start a full-fledged business for health drinks;

Kinley’s expansion is not at the level of Bisleri It can grow its business for packaged drinking water.

Besides its strengths, it is also crucial for a company to know its weakness Once they identify the reasons affecting their growth, they can take the necessary steps to negate their impact:

PepsiCo aerated drinks are giving it tough fights over market share;

The company's soft drinks have high sugar content and other chemicals that have health concerns;

Unlike PepsiCo, the company has not yet initiated a food business The focus is primarily on beverages More so, until now, it has not shown any interest to make healthy beverages;

Though the company has a wide variety of brands, it is primarily dependent on Sprite and Coca-Cola brands;

The company has faced flak for water management issues and exploiting groundwater even in water-scarce regions.

SWOT ANALYSIS

"”Ket noi hoa binh" Campaign

The campaign was launched on the occasion of the second US-North Korea

Summit taking place in Hanoi in February 2019 The campaign uses images

and messages of peace and solidarity to convey Coca-Cola's message of a

peaceful and connected world.

With this can version, the Coca-Cola logo is creatively designed to unite the

nation's pride when Vietnam was chosen to host the second US-North Korea

Summit.

Experiential marketing

According to Coca-Cola, this special edition can is not a commercial product

but is only produced in limited quantities The only way to own this can of

Coca-Cola is to experience the Peace Connection machine located in Hanoi

and Ho Chi Minh City on February 26 and February 27 Touching the screen

with the peace symbol designed from traditional, familiar images of Vietnam

such as pink lotus, turbaned ao dai, conical hat, street vendors , users will

receive The reward is a special edition can of Coca-Cola.

Television advertising and social television

Coca Cola Vietnam's fanpage has launched a special can version with a

bilingual English - Korean logo and minigame "Share the message - get

excited to win gifts" Facebook users just need to share the post in public

mode with the hashtag #KetNoiHoaBinh #CocaCola to receive a special gift

box and the company's limited edition can of water through an experiential

activity with an interactive device.

Result

The campaign has attracted the attention of many consumers, with more

than 100,000 interactions on social networks The campaign was also

reported by many media, helping to increase public awareness of the

Coca-Cola brand Many consumers have expressed support for the campaign and

appreciated Coca-Cola's message of peace.

This campaign has generated many results for the brand

ANALYSIS

IMC ACTIVITIES IN CERTAIN PERIODS BEFORE AND AFTER THE EPIDEMIC

According to Buzzmetrics, Coca Cola's

campaign has received a total of more

than 84,000 discussions - a number that

any brand must dream of when it has

only implemented a campaign in such a

short time The actual number of people

attending the activities at the two

locations also exceeds thousands,

helping the Coca Cola brand achieve

extremely good virality and become the

hottest topic during the Conference

US-North Korea summit.

"“Try not to hear this” campaign When images make

noise

In 2018, Coca-Cola in the European region saw sales

revenue decrease significantly compared to the

same period in previous years, despite continuously

implementing many marketing and advertising

activities Meanwhile, Pepsi, its biggest competitor,

achieved impressive revenue After evaluating the

situation, this beverage brand realized that the level

of brand awareness was problematic, consumers

showed signs of choosing other brands, instead of

remembering the first Coca-Cola as before, thus

affecting revenue

To overcome this situation, Coca-Cola did not deploy TVC advertising as usual, but launched

a media campaign using print advertising and OOH to convey the message in a different

way The campaign is called 'Try not to hear this' - an inviting challenge to customers to

encourage them to participate in the "see the picture, hear the sound" challenge In the

campaign, the brand took advantage of synesthesia - synesthesia syndrome as an

ingredient to evoke memories of people who have ever drank Coca-Cola to remember the

iconic sounds they had with this soft drink such as: "click" when opening a bottle cap,

popping a can or bubbling sound when pouring water into a glass after viewing advertising

images

Print

The 'Try not to hear this' print ad photo set includes photos capturing the brand's signature

moments that are capable of emitting sounds such as: opening a bottle cap, opening a can

of soft drink, bubbling water in a glass taken close-up

Each image also comes with the CTA Try not to hear this, inviting listeners to join the

challenge Just looking at these images, synesthesia syndrome will immediately appear in

the viewer's brain, helping them remember those sounds and hear them again in their

heads In particular, Coca-Cola only uses two colors, black and red - the brand's signature

colors, for the photo set to create familiarity for viewers when they see it for the first time

Out of Home

Images from the campaign's print ad set were enlarged to large size and hung outdoors to

remind viewers to participate in the challenge These photos are in a larger size and placed

in a large space, creating a strong impression for anyone who comes across this

advertisement

Social

On major social networks such as Twitter and Instagram, 'Try not to hear this' has attracted

the attention of a large public Many people have re-shared these images on their personal

pages and positively commented on the fun of the campaign

PR

The campaign has also attracted the attention of many major press and media agencies in

the world such as The Drum, Adweek, Adage, The Campaigns of the world

Result

Communication results

The 'Try not to hear this' campaign brought in 85,824,390 impressions across all media

channels, along with hundreds of positive user comments and conversations on social

networks

Prize

Gold Lion Award in the Print Ad category at the 2019 Cannes Lions Festival of Creativity

In the top 25 best ads of 2019 nominated by Adweek

'Try not to hear this' has proven that traditional forms of advertising (print ads, OOH) are still

capable of bringing great effectiveness to brands in terms of reach and ability to provoke

discussion any digital advertising

ANALYSIS

IMC ACTIVITIES IN CERTAIN PERIODS BEFORE AND AFTER THE EPIDEMIC

COCA COLA PAGE 8

“This Coke is a Fanta” campaign

On June 3, 2018, Coca-Cola officially launched the "This Coke is a Fanta" campaign at the

Pride Month parade festival in São Paulo, Brazil, to meet the needs of the LGBTQ+ community

The goal of this campaign is not only to attract attention and support from the LGBTQ+

community, but also to increase brand relevance among young customers Coca-Cola

hopes that the campaign will retain customers between the ages of 20 and 35 and create a

strong connection with young customers in Brazil through events of the LGBTQ+ community

Coca-Cola organized a meaningful campaign to honor the LGBTQ+ community during Pride

Month 2018 With the goal of spreading the message of acceptance and companionship with

the LGBTQ+ community, Coca-Cola created a case-study video touching and using

influencer marketing and social media to spread the message This campaign has won

many awards and marks Coca-Cola's contribution to the development of the LGBTQ+

community

ANALYSIS

IMC ACTIVITIES IN CERTAIN PERIODS BEFORE AND AFTER THE EPIDEMIC

Social Media

Coca-Cola's advertising message with the slogan "Ssa Coca é

Fanta, e daí?" was widely shared on social networks and became

a viral phenomenon Videos, tweets and posts with images of

Coca-Cola cans but Fanta inside appear continuously on

Instagram, Youtube, Twitter Thanks to that, this breakthrough

advertising campaign has achieved more than 1 billion views

displayed worldwide and the phrase “This Coke is a Fanta”

became the most searched keyword in Google history

Coca-Cola's creative "trick" campaign has made a big splash on

media channels

Influencer Marketing

In this campaign, Coca-Cola Brazil decided to use Influencer Marketing channel to promote

its products without going through any other official communication channels Limited

products will be introduced by Influencers through social networks on International LGBT

Pride Day (June 3, 2018) and parade festival in São Paulo, Brazil

After influencers introduced the limited edition campaign and product, Brazilian social

networks developed a wave of creative and sophisticated support for this new release

Young people have created their own Coca-Fanta cans, and a range of products and

accessories have been inspired by the campaign The parade in São Paulo is decorated in

red and orange - the colors of Coca and Fanta The campaign not only spread on social

networks but also flooded real life Coca-Cola has exploded with its creativity thanks to

influencer marketing

Communication results

With just one Coca can with the slogan "Essa Coca é Fanta, e daí?", Coca-Cola Brazil has

achieved 1,068,984,850 media impressions

They managed to change the search results of the phrase “This Coke is a Fanta”/”Essa Coca

é Fanta” on Google to positive results, without having to do any media activity or Which SEO?

Thanks to that, negative words, curses and slurs have been replaced with proud and

inspirational videos, articles and images from the LGBTQ+ community

Diverse products, from clothing to accessories, are inspired by the popular Pride month

campaign

The phrase "This Coke is a Fanta" has become the most searched keyword on Google in

history

It is also a trending topic on Twitter

IMC

ANALYSIS

IMC ACTIVITIES IN CERTAIN PERIODS BEFORE AND AFTER THE EPIDEMIC

Coca-Cola's "Open To Better" Campaign is an international advertising campaign launched from late 2020 to

early 2021

2020 has left profound marks on all of us – for better or worse The aim of the Open for Better campaign is to share

personal experiences from the corona lockdown, learn from each other and inspire positive change – to be

#OpenToBetter This is Coca-Cola's first campaign in 8 months and our recommendation is to launch it on the first

day of 2021! #OpenToBetter

New cans, with positive quotes on the packaging, are already being produced and Coca-Cola wants to do this

using large-scale PR and influencer campaigns in Denmark We are ready!

Coca-Cola's "Open To Better" campaign is an international advertising campaign launched from late 2020 to early

2021

2020 has left profound marks on all of us – for better or worse The aim of the Open for Better campaign is to share

personal experiences from the corona lockdown, learn from each other and inspire positive change – to be

#OpenToBetter This is Coca-Cola's first campaign in 8 months and our recommendation is to launch it on the first

day of 2021! #OpenToBetter

New cans, with positive quotes on the packaging, are already being produced and Coca-Cola wants to do this

using large-scale PR and influencer campaigns in Denmark We are ready!

Coca-Cola's "Open To Better" campaign is an international advertising campaign launched from late 2020 to early

2021

2020 has left profound marks on all of us – for better or worse The aim of the Open for Better campaign is to share

personal experiences from the corona lockdown, learn from each other and inspire positive change – to be

#OpenToBetter This is Coca-Cola's first campaign in 8 months and our recommendation is to launch it on the first

day of 2021! #OpenToBetter

New cans, with positive quotes on the packaging, are already being produced and Coca-Cola wants to do this

using large-scale PR and influencer campaigns in Denmark We are ready!

TV and online video: Coca-Cola created a

high-quality promotional video with the message "Open

To Better." This video may have been broadcast on

television or posted on YouTube and the official

Coca-Cola website This video often contains images

to it, ending with a positive message and a call to

"open the door for better."

Social media: Coca-Cola uses their social media

pages (e.g Facebook and Instagram) to share

promotional videos and campaign-related content

They also encourage users to engage using the

hashtag (#OpenToBetter) and recommend sharing

their stories about how they are "opening the door for

better."

Website and app: Coca-Cola has a dedicated website for its "Open To Better" campaign On this website, they

provide detailed information about the campaign, videos, other people's success stories, and how people can get

involved in the spirit of the campaign They can also provide campaign-related mobile applications to create

direct connection and interaction with users

Printing and marketing materials: Product packaging has also been innovated to bring the message closer to each

individual Each limited-edition package of Coca-Cola Original Taste, Sugar-Free Coca-Cola and Diet Coke will

give fans the opportunity to share quotes with positive and inspirational messages with friends and family

Result

We created a campaign with great influencer engagement and managed to create a large geographic and

demographic reach

On the influencer side, we have secured a total cumulative reach of +7 million 86% of all influencers' posts had a

reach higher than their usual average, and the engagement rate was 6.77

In the Danish media we had 49 mentions and we guaranteed an ROI of +7 100% of reviews mention analysis and

86% mention product images

Coke has received extensive coverage in national newspapers, trade media and lifestyle media Additionally, in

regional and local media, where we can reveal that the most popular “Coronavirus solution” in the region is about

Coca-Cola cans and bottles, quoting people with Local influencers participated in the campaign