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II. Theoritical framework Communication is psychological contact between people through language, gestures. Communication is the establishment and operation of relationships between people, or between people and social elements to satisfy certain needs. Communication in the life include the ability to convey messages, listen, give and receive feedback between the communicator (speaker) and the communicator (listener) to achieve a goal. Certain communication Communicatin process: can be understood as encoding the speakers idea, then sending it to the listener. Listeners will decode and respond to emotions from their point of view. The message when encoded must be clear and concise, accurate, relevant to the recipients needs, timely and meaningful, appropriate to the situation. The communication process consists of a sequence of events: ideation, encoding, transmission through media, reception, decoding, understanding, and response. In this process, confounding factors can appear at any stage. In communication, when one person has an idea and wants to pass it on to others, the idea must be encoded. Coding is the process of translating ideas into speech, writing, or other signs, symbols, and other nonverbal means to form a message. The message is then transmitted by communication channels such as speech, announcement, telephone, letter, fax.... The listener receives the message with some or all of his senses and decodes it. Decoding is the process of analyzing to understand the speakers intention (message content). After decoding, the receiver understands the message and will eventually respond to it. Communication is a reciprocal and cyclical process, and feedback provides an opportunity to correct or reshape the original message. The sender can add or change the original message for more clarity, and the receiver can retry the decryption to make sure that the recorded message is the message the sender intended to transmit. The effectiveness of the communication process can be affected by “noise.” Noise is a factor that interferes with the delivery of information, either in the transmitter, in the transmission, or in the receiver. The most common confounding factors are as follows: cultural differences between regions, between ethnic groups... This is an important factor affecting the process of the recipient decoding the message, the communication environment is not good, for example: noise affects the development of ideas in the transmitter and the reception of information in the receiver.he encoding may be faulty due to the use of unclear symbols, or the two parties do not use the same language code, are not at the same level, communication channels are inefficient, such as the post office is jammed with letters, the phone is malfunctioning... III. Situation Analysis The CocaCola Company is a multinational beverage corporation incorporated under Delawares General Corporation Law and headquartered in Atlanta, Georgia. The CocaCola Company has interests in the manufacturing, retailing, and marketing of nonalcoholic beverage concentrates and syrups, and alcoholic beverages. The company produces CocaCola, the sugary drink for which it is best known, invented in 1886 by pharmacist John Stith Pemberton. At the time, the product was made with coca leaves, which added an amount of cocaine to the drink, and with kola nuts, which added caffeine, so that the coca and the kola together provided a stimulative effect. This stimulative effect is the reason the drink was sold to the public as a healthy tonic, and the coca and the kola are also the source of the name of the product and of the company. The company owns its anchor bottler in North America, CocaCola Refreshments. The companys stock is listed on the NYSE and is part of DJIA and the SP 500 and SP 100 indexes. The CocaCola Company is the worlds largest producer of plastic waste. CocaCola (often abbreviated as Coca) is a brand of carbonated soft drink containing saturated carbon dioxide water produced by The CocaCola Company. Traditional CocaCola. Refreshing carbonated drink, with a distinctive Cola taste and a bit of caffeine; help you not only feel very refreshed but also make the moments of rest and meals more exciting. Ingredient: 320 ml Carbonatedwater, HFCS, sugar, naturalcolor (carame IIV), acidulant (338), naturalcolaflavoringandcaffeine. Nutrition: The number of servings per product Amount per serving Meal : 320ml Calo: 42 kcal Total Fat 0g Total Sugar: 10.5g Natri: ≤ 23mg Protein: 0g Total Cacbohydrat: 10.5g Applying PEST ANALYSIS to the case, I found that: Political: Vietnam is building a market economy institution, every year has the task of formulating new laws, new ordinances, and amending old legal documents. This proves that our State also has policies to encourage businesses to invest in business. To attract investment, localities create their own local attractiveness. The government moves from a direct intervention mechanism to an indirect regulation by law through its impact on the business environment. This makes the macroeconomic environment more stable and favorable for businesses, avoiding troubles for businesses. Economical: The income of Vietnamese consumers increases very slowly, the purchasing power also increases very slowly, the structure of goods purchased is very weak. But some highincome consumers have very high purchasing power, so there has been a stratification in income and shopping. Besides, the difference in purchasing power between classes of population, between urban and rural areas, plains and mountains. Social: In recent years, there has been a trend and trend of wealthier consumption in Vietnam Technological: The speed of scientific and technical progress is too fast, scientific inventions have made new and more perfect products appear continuously. Many new technologies transform traditional ones, creating the ability to radically replace traditional goods Research works in the fields of information technology, biotechnology, energy technology, and robotics are contributing to the creation of many new products. To improve competition, it is necessary to take international goods standards to decide on technology selection. SWOT ANALYSIS SWOT ANALYSIS 1.Strengths Coca Cola is know globally as a brand of nonalcoholic beverage, favored by many classes of customers. Global market share with large product portfolio. Wide distribution network World – class marketing campaigns 2. Weaknesses Reliance in carbonated drinks Lack of diversification Negative publicity High debt level due to acquisitions 3. Opportunities Growth in beverage consumption Increasing bottle water demand Reduced price of production material Increasing demand for healthy food and beverage 4. Threats Changing user demand for competitors drinks Increased competition in carbontage drink industry Local brands in diferent countries Water scarcity Legal requirements to disclose negative information on product labels COCA COLA MAIN GOAL: The three main values that support each other and form the mission and vision of CocaCola include: Become Favorite Brand, create brands and beverages of choice, breathe new life in both mental and physical aspects; Sustanable Development, as a leading enterprise in the beverage industry, CocaCola aims to find solutions towards positive changes and build a sustainable future. For A Better Future, in which CocaCola will continue to invest to improve the lives of everyone from the employees of the corporate system, to investors and the whole community. To attract customers, Coca Cola has diversified its beverage products. CocaCola develops a variety of products under the Coke brand name, including: CocaCola Classic, Diet Coke (also known as CocaCola light), Caffeinefree CocaCola, , CocaCola Zero, CocaCola Life, CocaCola Cherry, CocaCola Vanilla with some flavors like lime, lemon, raspberry, green tea. In particular, CocaCola Classic always receives the most love from customers and brings the highest revenue to the company in any market. However, in Vietnam market, this Coke line is not as diverse as in other countries. CocaCola Classic products are still the main products and are strongly invested and produced by the company, present in almost all markets. In addition, to meet the needs of customers who are dieters, the company has also paid attention to and developed Diet Coke (also known as CocaCola Light) in its product portfolio.
Họ tên : Hoàng Thị Việt Linh Mã sinh viên : 1873402012033 Khóa/lớp : K104 (Niên chế) : STT ID phòng : 7120450523 Phòng thi : 103 : 13 Ngày thi : 07/10/2021 BÀI THI MÔN: GIAO TIẾP TRUYỀN THƠNG Hình thức thi: Tiểu luận Mã đề thi: 01 Thời gian thi: 24h I.Introduction Communication serves important function in our daily life Almost every interaction and activities ve conduct require communication For example, coder needs to command machine and communicate with it through coding or just exchange of information between each other Communication, thus, is very crucial factor in deciding the success of marketing campaign as marketing focus on interacting with cusomer and introduce them the image of the product before they decide to buy it Choosing a right communication channel, message and presentation will decide whether the product is commercially successful or not To survice and achieve sales in today’s fierce market, having a good product is not enough But the most important thing is whether the brand of the business is known to customers love them and become their first choice The most important thing now is that you need to plan a specific marketing or advertising communication stragety in detail, give a timeline, and seriously implement it to achieve the best effect In order to highlight the importance of communication and its function in a successful marketing campaign, I will study about Coca-Cola product advertising campaign by Coca-Cola Company II Theoritical framework Communication is psychological contact between people through language, gestures Communication is the establishment and operation of relationships between people, or between people and social elements to satisfy certain needs Communication in the life include the ability to convey messages, listen, give and receive feedback between the communicator (speaker) and the communicator (listener) to achieve a goal Certain communication Communicatin process: can be understood as encoding the speaker's idea, then sending it to the listener Listeners will decode and respond to emotions from their point of view The message when encoded must be clear and concise, accurate, relevant to the recipient's needs, timely and meaningful, appropriate to the situation The communication process consists of a sequence of events: ideation, encoding, transmission through media, reception, decoding, understanding, and response In this process, confounding factors can appear at any stage In communication, when one person has an idea and wants to pass it on to others, the idea must be encoded Coding is the process of translating ideas into speech, writing, or other signs, symbols, and other non-verbal means to form a message The message is then transmitted by communication channels such as speech, announcement, telephone, letter, fax The listener receives the message with some or all of his senses and decodes it Decoding is the process of analyzing to understand the speaker's intention (message content) After decoding, the receiver understands the message and will eventually respond to it Communication is a reciprocal and cyclical process, and feedback provides an opportunity to correct or reshape the original message The sender can add or change the original message for more clarity, and the receiver can retry the decryption to make sure that the recorded message is the message the sender intended to transmit The effectiveness of the communication process can be affected by “noise.” Noise is a factor that interferes with the delivery of information, either in the transmitter, in the transmission, or in the receiver The most common confounding factors are as follows: cultural differences between regions, between ethnic groups This is an important factor affecting the process of the recipient decoding the message, the communication environment is not good, for example: noise affects the development of ideas in the transmitter and the reception of information in the receiver.he encoding may be faulty due to the use of unclear symbols, or the two parties not use the same language code, are not at the same level, communication channels are inefficient, such as the post office is jammed with letters, the phone is malfunctioning III Situation Analysis The Coca-Cola Company is a multinational beverage corporation incorporated under Delaware's General Corporation Law and headquartered in Atlanta, Georgia The Coca-Cola Company has interests in the manufacturing, retailing, and marketing of nonalcoholic beverage concentrates and syrups, and alcoholic beverages The company produces Coca-Cola, the sugary drink for which it is best known, invented in 1886 by pharmacist John Stith Pemberton At the time, the product was made with coca leaves, which added an amount of cocaine to the drink, and with kola nuts, which added caffeine, so that the coca and the kola together provided a stimulative effect This stimulative effect is the reason the drink was sold to the public as a healthy "tonic," and the coca and the kola are also the source of the name of the product and of the company The company owns its anchor bottler in North America, Coca-Cola Refreshments The company's stock is listed on the NYSE and is part of DJIA and the S&P 500 and S&P 100 indexes The Coca-Cola Company is the world's largest producer of plastic waste Coca-Cola (often abbreviated as Coca) is a brand of carbonated soft drink containing saturated carbon dioxide water produced by The Coca-Cola Company Traditional Coca-Cola Refreshing carbonated drink, with a distinctive Cola taste and a bit of caffeine; help you not only feel very refreshed but also make the moments of rest and meals more exciting Ingredient: 320 ml Carbonatedwater, HFCS, sugar, naturalcolor naturalcolaflavoringandcaffeine Nutrition: The number of servings per product Meal : 320ml Total Fat 0g Natri: ≤ 23mg Total Cacbohydrat: 10.5g (carame IIV), acidulant (338), Amount per serving Calo: 42 kcal Total Sugar: 10.5g Protein: 0g Applying PEST ANALYSIS to the case, I found that: Political: Vietnam is building a market economy institution, every year has the task of formulating new laws, new ordinances, and amending old legal documents This proves that our State also has policies to encourage businesses to invest in business - To attract investment, localities create their own local attractiveness - The government moves from a direct intervention mechanism to an indirect regulation by law through its impact on the business environment This makes the macroeconomic environment more stable and favorable for businesses, avoiding troubles for businesses Economical: - The income of Vietnamese consumers increases very slowly, the purchasing power also increases very slowly, the structure of goods purchased is very weak But some high-income consumers have very high purchasing power, so there has been a stratification in income and shopping - Besides, the difference in purchasing power between classes of population, between urban and rural areas, plains and mountains Social: -In recent years, there has been a trend and trend of wealthier consumption in Vietnam Technological: - The speed of scientific and technical progress is too fast, scientific inventions have made new and more perfect products appear continuously Many new technologies transform traditional ones, creating the ability to radically replace traditional goods - Research works in the fields of information technology, biotechnology, energy technology, and robotics are contributing to the creation of many new products - To improve competition, it is necessary to take international goods standards to decide on technology selection SWOT ANALYSIS SWOT ANALYSIS 1.Strengths Weaknesses -Coca Cola is know globally as a brand of - Reliance in carbonated drinks non-alcoholic beverage, favored by many - Lack of diversification classes of customers - Negative publicity - Global market share with large product portfolio -High debt level due to acquisitions - Wide distribution network - World – class marketing campaigns Opportunities Threats - Growth in beverage consumption - Changing user demand for competitors drinks - Increasing bottle water demand - Reduced price of production material - Increased competition in carbontage drink industry - Increasing demand for healthy food and - Local brands in diferent countries beverage - Water scarcity - Legal requirements to disclose negative information on product labels COCA COLA MAIN GOAL: The three main values that support each other and form the mission and vision of Coca-Cola include: - Become Favorite Brand, create brands and beverages of choice, breathe new life in both mental and physical aspects; - Sustanable Development, as a leading enterprise in the beverage industry, Coca-Cola aims to find solutions towards positive changes and build a sustainable future - For A Better Future, in which Coca-Cola will continue to invest to improve the lives of everyone - from the employees of the corporate system, to investors and the whole community To attract customers, Coca Cola has diversified its beverage products CocaCola develops a variety of products under the Coke brand name, including: Coca-Cola Classic, Diet Coke (also known as Coca-Cola light), Caffeine-free Coca-Cola, , Coca-Cola Zero, Coca-Cola Life, Coca-Cola Cherry, Coca-Cola Vanilla with some flavors like lime, lemon, raspberry, green tea In particular, Coca-Cola Classic always receives the most love from customers and brings the highest revenue to the company in any market However, in Vietnam market, this Coke line is not as diverse as in other countries Coca-Cola Classic products are still the main products and are strongly invested and produced by the company, present in almost all markets In addition, to meet the needs of customers who are dieters, the company has also paid attention to and developed Diet Coke (also known as Coca-Cola Light) in its product portfolio CUSTOMER ANALYSIS Target market: - According to geographical methods and standards: is the South This is where people live more active, spend more also means greater demand - according to the anthropological criteria and methods of adolescents Market Segmentation: - According to geographical criteria, Coca Cola Vietnam has tried to distribute with a dense network from urban to rural areas, from the east to the mountains, from the south to the north, but still focuses mainly on the places where the majority of the population is concentrated population, Coca-Cola products appear everywhere North, Central, South - By numerology: by age: children, adolescents, middle-aged people, the elderly CAMPAIGNS LAUNCHED a Price stragety For a long time, Coca-Cola has always pursued a 3A and 3P strategy to win in major markets including the US and Vietnam Specifically: • Strategy 3A - Affordability: The price is reasonable, anyone can afford it - Availability: Availability, the product can be purchased when desired - Acceptability: Make sure customers feel like and accept the product, feel happy when buying and drinking Coca-Cola • Stragety 3P Price to value: Consumers are not only able to buy Coca-Cola, but also can benefit from Coca-Cola products - Pervasiveness: Make sure consumers can buy Coca-Cola products anytime, anywhere - Preference: Make the customer a part of the Coca-Cola brand and Coca-Cola should be the first choice In fact, during the past time, Coca-Cola's 3A and 3P strategies have also continuously brought certain successes, giving Coca-Cola a solid position That is a solid foundation for Coca-Cola to always offer the most effective pricing strategies − Currently in Vietnam, Coca-Cola sets prices according to the current price or in other words implements a policy of closely following competitors' prices, which is most typical for Pepsi For example, in the United States today, with a 500ml PET bottle, Coca-Cola and Pepsi compete at the same price In a certain region, if Pepsi retails for $1 a 500ml bottle, Coca-Cola will also apply the same price b Distribution Stragety - Distribution channel is one of the tools that make Coca-Cola have a large market share and strong brand in the beverage market During its operation, Coca-Cola has constantly built and perfected a smooth and highly efficient distribution channel network - In Vietnam, Coca-Cola uses indirect distribution methods through distribution channels including: wholesale distribution to large supermarkets, wholesalers, exclusive distribution agents, distributors have high turnover (key account),…; retail distribution for convenience stores, pharmacies, small supermarkets, At these locations, Coca-Cola will be placed in prominent positions, making it easy for customers to see − In Vietnam market, Coca-Cola has factories in Hanoi, Da Nang and Ho Chi Minh City with a staff of about 1,600 people built in regions (North, Central, South) to help Coca- Cola has more advantages in expanding and supplying products for distribution channels to each retailer across the country to create a competitive advantage for this soft drink company c Promotion Stragety In the Vietnamese market, Coca-Cola uses a combination of both push and pull strategies to take advantage of all ways and means to attract customers to buy its products or to sell its products to customers distribution channel systems + For the pull strategy, the company is always creative in promotion, public relations (PR), image building through sponsorship at major events, in order to create impression and attention for consumers Direct impact on the mind of customers and stimulate them to buy more + At the same time, sales promotion activities also arouse curiosity, potential interests to deliver meaningful messages It can be said that this is the policy that Coca-Cola applies most thoroughly to attract the maximum of its target customers In addition, the company applies a push strategy for distributors to be able to attract domestic distributors who have a stable loyal customer base and have a wide distribution system Thus, Coca-Cola has combined both push and pull strategies to achieve the goal of covering the entire market through the most prominent and modern promotion tools combined with creativity and originality Promotional tools: + Advertisement + Public Relations (PR) + Sales promotion – promotion IV Solution - Maintaining the recycling of waste in product packaging: The company is maximizing the new use of resources, the final recycling ensures 100% of Coca Cola's packaging, namely: • Avoid using 100,000 tons of packaging, or almost 3% of the planned use of packaging between 2008 and 2010 • Recycling or recovering more than 90% of vehicle materials by 2010 Leading the industry in re-packaging Coca Cola has invested about $60 million in recycling in the United States and built a plastic bottle recycling plant that is said to be the largest in the world The Spartanburg plant in Southern California is part of Coca-Cola's goal of 100% recycling PET bottles in the United States Sandy Douglas, President of Coca-Cola North America, said - In the Vietnamese market, in order to bring to Vietnamese customers new and attractive things for its products, Coca-Cola should regularly and flexibly innovate packaging designs through eye-catching images , lively in order to bring customers a feeling of novelty, uniqueness, fun and optimism For example, during Vietnam's traditional Tet holiday, the image of a "golden swallow" flapping its wings is printed on a variety of products such as 24-can cans of Coca-Cola, and a pair of Coca-Cola 1.25 PET bottles liters, etc have made a great impression on Vietnamese consumers This image not only symbolizes the coming of spring but also wealth, fortune and prosperity according to the traditional view of the Vietnamese people - Continue implementing the campaign "A World Without Waste" The company's goal by 2030 is to collect and recycle 100% of the plastic cans and bottles for every product it sells - To maintain the growth momentum in the beverage market, Coca Cola should come up with unique solutions and policies to attract consumers Along with constantly improving product quality with the orientation to become a comprehensive beverage company, Coca-Cola has constantly innovated to launch many new types of beverage - According to Coca-Cola's calculations, recycling plastic is both financially profitable and helps protect the environment Energy costs are lower than using raw materials, reducing waste and greenhouse gases The Spartanburg plant will help reduce CO2 emissions equivalent to 21,500 cars over the next decade Coca-Cola established a special division Coca Cola Recycling LLC in November 2006 This division specializes in the research and development of recycling systems for packaging materials such as plastic, aluminum, cardboard and plastic screens Coca Cola intends to establish a network of recycling centers throughout the United States and invest in collection companies Among them are RecycleBank with locations in New Jersey, Delaware, Pennsylvania and soon to expand to New York, Vermont, Massachusetts later this year Using environmentally friendly green technology, reducing emissions and pollution Improve productivity and save energy The sustainable development strategy associated with the environment of Coca-Cola Vietnam has been started right from the early years of its establishment, “These lines apply not only the most advanced technology but also the most environmentally friendly technology, helping us save 10% of electricity consumption, 15% of steam and 20% of water consumption " , Mr Irial Finan shared This investment is in line with Coca-Cola's commitment to saving energy and protecting the environment, which has been one of the criteria for evaluating the business's success for many years V Conclusion Making an impression in the customer's mind is not an easy thing, it takes a lot of time and effort, Coca-cola has done a great job with it with the logo font "unchanged" whether now or forever Affirming its position in the market with increasingly fierce competition for market share with other brands is always something that any brand must pay attention to, and Coca-Cola always does this very well The company makes good use of both online and offline communication solutions to cleverly promote its image, always making consumers remember themselves whenever there is a need to use soft drinks in life The proof is that, although more and more beverage brands have been launched in the market, Coca-Cola still maintains its market share worldwide It can be seen that Coca-Cola has applied many marketing strategies to bring products closer to consumers and help the brand achieve the current success These strategies are generally widely used and effective However, besides that, there are still small limitations in the advertising strategy Coca-Cola's confidence is what makes the brand today, evident in their advertising slogans Theme sentences such as “The Nation's Great NonAlcoholic Drink” (1906), “6 million a day” (1925), “What you want is a Coke” (1952), and “Always Coca- Cola” (1993) both demonstrate the ambition and confidence of this brand Coca Cola always invests in advertising strategies for its products From there, we can see the importance and role of communication communication in marketing campaigns to promote products to consumers, and this is also a decisive factor for the survival or boom of the company trademark Applying communication in the process of operation to spread information will bring absolute value to the company's own products If you not know how to exploit and take advantage of the media, it will be very backward and go backwards Always be the weak points before competitors in the market LIST OF REFERENCES https://us.coca-cola.com/products/coca-cola/original https://www.cocacolavietnam.com/ 10 11 12 13 14 15 Eschner, Kat (March 29, 2017) "Coca-Cola's Creator Said the Drink Would Make You Smarter" Smithsonian Archived from the original on August 14, 2019 Retrieved October 7, 2019 So Pemberton concocted a recipe using coca leaves, kola nuts and sugar syrup "His new product debuted in 1886: 'Coca-Cola: The temperance drink,'" writes Hamblin "2020 Best Global Brands - Interbrand" Interbrand Retrieved July 7, 2021 ^ Elmore, 2013, p 717 ^ "Fortune 500 Companies 2018: Who Made the List" Fortune Archived from the original on November 10, 2018 Retrieved November 10, 2018 ^ Geuss, Megan (October 2010) "First Coupon Ever" Wired Vol 18 no 11 p 104 ^ Richard Gardiner, "The Civil War Origin of Coca-Cola in Columbus, Georgia," Muscogiana: Journal of the Muscogee Genealogical Society (Spring 2012), Vol 23: 21–24 "Coca-Cola Inventor was Local Pharmacist" Columbus Ledger Archived from the original on May 11, 2011 Retrieved March 13, 2011 ^ "Columbus helped make Coke's success" Columbus Ledger-Enquirer March 27, 2011 Archived from the original on November 10, 2012 Retrieved August 12, 2012 ^ Patent Office, United States (1886) Annual Report of the Patent Office, 1885 Retrieved April 26, 2014 ^ "pemberton_1.jpg" Archived from the original on September 8, 2013 Retrieved April 26, 2014 – via columbusstate.edu ^ Pendergrast, Mark (2000) For God, Country and Coca-Cola Basic Books p 25 ISBN 978-0465-05468-8 ^ Blanding, Michael (2010) The Coke machine : the dirty truth behind the world's favorite soft drink New York: Avery pp 14 ISBN 9781583334065 OCLC 535490831 "Spanish town claims origins of Coca-Cola" Archived from the original on March 2, 2020 Retrieved June 8, 2020 ^ Hayes, Jack "Coca-Cola Television Advertisements: Dr John S Pemberton" Nation's Restaurant News Archived from the original on January 6, 2007 Retrieved January 21, 2007 ^ The Coca-Cola Company "The Chronicle Of Coca-Cola" Archived from the original on September 17, 2013 Retrieved January 7, 2013 ... Coca- Cola Classic, Diet Coke (also known as Coca- Cola light), Caffeine-free Coca- Cola, , Coca- Cola Zero, Coca- Cola Life, Coca- Cola Cherry, Coca- Cola Vanilla with some flavors like lime, lemon, raspberry,... indexes The Coca- Cola Company is the world's largest producer of plastic waste Coca- Cola (often abbreviated as Coca) is a brand of carbonated soft drink containing saturated carbon dioxide water produced... Analysis The Coca- Cola Company is a multinational beverage corporation incorporated under Delaware's General Corporation Law and headquartered in Atlanta, Georgia The Coca- Cola Company has interests