Introduction Of The Coca-Cola Vietnam Beverage Co., Ltd.pdf

Discussion on Digital Marketing practised by the Coca-Cola Vietnam Beverage Co., Ltd7 KSN j8 7 4.1006.. In Vietnam, Coca-Cola's full name is Coca-Cola Vietnam Beverage Company Limited, t

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OPEN UNIVERSITY MALAYSIA

HUTECH INSTITUTE OF INTERNATIONAL EDUCATION

MID-TERM ASSIGNMENT MAJOR: BUSINESS ADMINISTRATION

E-COMMERCE

FULL NAME : LE THI KIM GIAU

STUDENT IDENTIFICATION — : 191401031

INSTRUCTOR : PHAN TRAN DUC LIEN

TABLE OF CONTENTS

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4, Recomendations to improve digital marketing for the Coca-Cola Vietnam Beverage Co.,

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1 Introduction of the Coca-Cola Vietnam Beverage Co., Ltd

1.1 Company's name

Full name: Coca-Cola Vietnam Beverage Co., Ltd

Head office: 485 Hanoi Highway, Linh Trung Ward, Thu Duc District, HCMC

Tax code: 0300792451

Phone: 028-3896100

Email: vu@coca-cola.com

Website: https://www.cocacolavietnam.com

Company name and logo meaning

“Coca” is from the name of the coca leaf and “Cola” is from the name of the cola fruit, the two main ingredients of Coca-Cola soft drinks This name was not given by the inventor

of the first Coca-Cola syrup recipe - pharmacist Johns Styth Pemberton, but it was given

by his assistant Mr Frank M Robinson After Mr John S Pemberton brought the bottle

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containing this syrup he invented to the largest pharmacy in Atlanta at that time to sell, his assistant Mr Frank M Robinson immediately followed the two The main ingredients of this syrup are "coca leaves" and “cola fruit" to name the famous Coca-Cola until now

Coca-Cola's logo as well as its brand is considered the most recognizable in the world The first Coca-Cola logo was designed in 1885 by John Pemberton's colleague and assistant,

Mr Frank Mason Robinson With the idea that two C's would look great in an advertisement, Robinson came up with the name Coca-Cola and used its cursive type as the company's logo At the same time, the combination of white and red in the Coca-Cola logo has kept the simplicity and simplicity of this beverage

1.2 History of Coca-Cola Vietnam Beverage Co., Ltd

Coca-Cola is one of the most famous carbonated soft drinks in the world On May 8, 1886,

Dr John Pemberton brought Coca-Cola to the world for the first time when it was sold at the Pharmacy in downtown Alaska Coca-Cola has been a refreshing beverage since its launch, serving up to 9 people per day for the first year

In Vietnam, Coca-Cola's full name is Coca-Cola Vietnam Beverage Company Limited, the English name is Coca-Cola Beverages Vietnam Ltd Coca-Cola was first introduced in

1960, but in January 2001, Coca-Cola Vietnam Beverage Co., Ltd was officially established after merging 3 Coca-Cola businesses in 3 North, Central and South into one unified company

Through continuous development efforts, Coca-Cola Vietnam Beverage Co., Ltd is currently ranked 3rd in the Top 10 prestigious beverage companies in 2020 - Industry group: Non-alcoholic beverages (beverage, tea, etc.) , coffee ) as assessed by Vietnam Report

Currently, Coca-Cola is the world's leading famous soft drink company with a wide variety

of products The famous beverage brands of Coca Cola in Vietnam cannot fail to mention are Coca Cola, Coca Cola Light, Coke Zero, Sprite, Fanta, Minute Maid, Nutriboost, Dasani, Aquarius, Fuze Tea, Schweppes

1.3 Vision, Mission and Core Values

Coca-Cola's Vision

To create brands and beverages that people love, that inspire both the body and the mind

At the same time, develop in a sustainable way and towards a better common future, bringing positive effects to the lives of people, communities and the whole world Coca-Cola's Mission

"To refresh the world

t To inspire moments of happiness and optimism

t To make a difference and create value

Coca-Cola's Core values

"Leadership : means having the courage to shape a better future

t Cooperation: leverage to get the collective genius

tt Integrity : means real

t Passion : keep your heart and mind committed

t Qualities : knows what to do and does it well

t Diversity 3 Keep it inclusive as brands

"Responsibility

2 Description of Digital Marketing

2.1 Definition

The development trend of technology has made Digital Marketing an indispensable part for most businesses However, when learning about definitions and concepts related to this

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field, there are many results with many different opinions and concepts, making it difficult for us to recognize and approach these concepts most relevant and accurate information According to Asia Digital Marketing Association: “Digital Marketing is a strategy of using the Internet as a medium for marketing activities and information exchange.”

Simply put, Digital Marketing 1s activities to promote products/ brand to influence customer perception, stimulate their buying behavior To make it easier to understand, Digital Marketing is a term that refers to the construction of marketing activities using one

or more digital media on the Internet

Digital Marketing emphasizes 3 factors: using digital media, reaching customers ina digital environment and interacting with customers

2.2 Operational Environment

Digital Marketing environmental factors that marketers need to pay attention to include macro environment, micro environment and internal business and products The analysis

of these factors helps businesses discover strengths, weaknesses, opportunities and threats From there, the direction for the right and appropriate Digital Marketing strategy can be drawn

Microenvironment

Microenvironment includes factors directly related to the business, brand and external forces Before planning any Digital Marketing campaign, businesses need to consider and analyze information related to suppliers, customers, partners, competitors, the public Macro environment

The macro environment affecting Digital Marketing activities is composed of forces affecting the general environment of the industry and has no direct impact on the business Usually, the macro environment includes 5 components: demographic, economic, technological, socio-cultural, legal and political

Internal business

The internal environment of the enterprise is made up of internal factors of the organization, the forces that affect Digital Marketing activities, specifically including human resources, budget, machinery and technology, business strategy , history, corporate

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culture, Enterprises need to clearly define, what are the factors that cannot be changed, which factors need to be included in digital marketing communications and activities, strengths that can be exploited, and which factors must change, can change

2.3 Pros and cons of Digital Marketing

2.3.1 Pros

Low cost

Reach large audience

Reach large demographics

Reach quickly

Reach potential customers directly

Increase engagement Brand collaboration

Expand customer service

Create brand loyalty

2.3.2 Cons

Takes a lot of time

Has negative reactions

Difficult to control campaign results

Difficult to determine ROI

The online platform is out of control

Easy to copy

Easy to fade

3 Discussion on Digital Marketing practised by the Coca-Cola Vietnam Beverage Co., Ltd

3.1 Digital marketing activities

Paid Media : ITVC, KOL

Owned Media: Facebook, Intagram, Youtube, Twitter, Priterest, Website, Tiktok Earned Media: famous and reputable online newspaper channels: dantri.vn, VnExpress, Kenhl4 VN

3.2 Digital Marketing Tools

Because Coca-Cola is a long-standing and extremely famous brand, besides being in the FMCG industry, Coca-Cola focuses mainly on customer interaction through social networks so the brand will not focus on SEO SEM, Email Marketing and Mobile Marketing

3.2.1 Social Media Marketing Strategy

Coca-Cola is present on all relevant social media channels On Twitter it has 3.3 million followers, on Instagram - more than 2.7 million and 90 million likes on its Facebook page

@CocaCola

Real Magic is only a sip away

© Atlanta, GA © cokeurl.com/cocacolacreati [] Joined March 2009

58.2K Following 3.3M Followers

It interacts directly with fans, resulting in higher engagement rates It also promotes user- generated content

COCA-COLA: WEBSITE

They changed their website theme from a corporate theme to a modified theme with high images

The site's content is themed around pop culture, social media, marketing campaigns, career advice, and brand history

Themes give the website a human impression, which people naturally relate to

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COCA-COLA-SOCIAL MEDIA MARKETING

YOUTUBE - They post videos capturing happy moments in people's lives

TWITTER - Coca-cola leverages the power of Twitter to beautifully display images and videos, and ‘like, retweet, comment’ features to deliver its message in a cost-effective way FACEBOOK - Coca-cola posts regular updates on its Corporate Social Responsibility efforts and also uses the platform to localize the brand

In every country, they use local influencers to better market their brand and forge a deeper connection with their audience

They post quality control updates, safety measures, and respond to consumer problems and complaints when using Facebook

Example 1: Campaign for London 2012

Coca-Cola opted to target teen consumers by leveraging its social value for the 2012 Olympics, following two guiding concepts of providing "liquid and linked" content the Olympics' intrinsic ability to bring the entire globe together and focus on a single event The event is named "Move To The Beat," and the goal is to employ music as a storytelling tool Coca-Cola collaborated with London-based producer Mark Ronson and vocalist Katie

B to create a song, which included five Olympic athletes and their powerful vocals Overall, Coca-"Move Cola's To The Beat" marketing strategy yielded several notable results:

Over 25 million video views were recorded across desktop and mobile platforms 1,220 people have subscribed to the channel

Coke is the second most talked about brand in the Olympics

Move To The Beat received 242 million social web impressions, 39 million Facebook impressions, and 546,000 impressions displayed on YouTube and Beat

TV

Move To The Beat was mentioned 246,000 times on Facebook

Coca-Cola gained 1.5 million Facebook fans and 21,000 Twitter followers The campaign gained 245 million impressions search, 461,000 clicks

Example 2: The Share A Coke campaign

One of Coca-most Cola's well-known internet marketing campaigns is Share A Coke This Coca-Cola marketing strategy was first tested in 2011, and sales have increased by 7% since then It also garnered over 18 million media impressions, boosted traffic to Coca- Facebook Cola's page by 870 percent, and increased page "likes" by 39 percent

People were able to order customised Coke bottles using the Facebook app, and the branding was completely modified in some countries/regions, thus all Coke products now have different names

open happiness”

3.2.2 Strategy for Content Marketing

Coca-content Cola's marketing approach follows the 70/20/10 rule It classifies its asset investment into three categories: high, medium, and low risk Low risk is 70, medium risk

is 20, and severe risk is 10

Content that is low-risk and aimed at a big audience It implies that this type of material is concerned with brand positioning and the development of a loyal following

The term “medium risk" refers to content that must appeal to a new audience Low-risk content generates this type of content strategy However, as an investment, it can be more costly

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High-risk content is experimental in nature The aim is to find what will work in the future And by tracking the success and rising demand of that type of content, it can become the next low-risk investment

3.2.3 Direct interaction with Fans

By transforming the wavy ribbon that bears his distinctive figure into the “holding hands" emblem, #VerdaderoAmigo Coca-Cola's advertising campaign encourages friendship, solidarity, teamwork, and true happiness The comprehensive campaign emphasizes on friendship by juxtaposing it with its polar opposite 4 cruelty, loneliness, and isolation, all

of which can be exacerbated by cyberbullying It feels a little divorced from the genuine social challenges that kids confront, with the beautiful visual metaphor of sharing good vibes online This new work, on the other hand, feels new and immediate

Through stories of gossip, secrets, and romance, three web films, two of which have already been released, focus on empathy and when true friends show their colors Bullying and other forms of social cruelty cause isolation Shared moments, according to the campaign, offer a sense of identity and belonging

The ad encourages teenagers to not only display friendliness, but also to demonstrate "true friendship." In a world when cruelty is rampant, the realization that a loyal friend is the most important asset

3.2.4 Iconic Product Design

The Coca-Cola Company is the world's largest beverage corporation More than 200 countries are covered by the company's operations, which are divided into five operating regions: Asia Pacific, Europe, Africa, the Middle East, Latin America, and North America

"The Coca-Cola people are ready" is the motto whenever a major natural disaster strikes

As Hurricane Dorian, a slow-moving storm, wreaked havoc on towns in the northwest Caribbean, the corporation and a network of bottling partners responded to assist with rescue and recovery operations return These initiatives may go undetected by individuals

on the ground who are directly affected unless they are promoted by the media

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