Marketing strategy for Big Cola Vietnam
MASTER IN MARKETING AND ADVERTISING
ah
LE PHUONG ANH NGUYEN THI YEN NGOC
MASTER PROJECT
Tutor’s Name: SERGE BYWALSKI
Ho Chi Minh City
Trang 2DECLARATION
We declare that this study does not incorporate without acknowledgement any materials previously submitted for a degree or diploma in any universities; and it does not contain any materials previously published or written by any person except the reference is made in the text - Signature of th Le Phuong Anh Master of Marketing and Advertising 2 24L 0i nnna
Signature of the student Nguyen Thi Yen Ngoc
Trang 3ACKNOWLEDGEMENT
This project would not be possible without valuable advice, assistance, cooperation and encouragement from a number of people We would like to acknowledge their help and support
The most important individuals have been our tutor, Mr Serge Bywalski and Professor Alain Van Den Eynde, who gave us guidance and professional advices to complete our work
Moreover, we would like to express our appreciation to Mr Nguyen Thanh Tam, marketing director of AJE Vietnam, who has supported us in sharing information and some data of Big Cola so that we could have more knowledge of this brand out of what we can find ourselves We also would like to give a big thanks to Solvay Business School Vietnam and Ho Chi Minh City Open University and all professors who have lectured and shared valuable practical experiences during the MMA program
Last, but not least, we wish to thank our family members for their love, understanding,
Trang 4TABLE OF CONTENT
EXECUTIVE SUMMARY Z0) | 4495564665565666 1
1 INTRODUCTION 7 |
1.1 Overview about AE( - ng ÂN ng n4 14 8 9 2
1.1.1 About AE! glObal - «+ 1x1 2 3n ng 1 kh nh TH ng 2 'hUN (ng I0 7 % Ô 3 1.1.3 Product portfolio of AEJ in Vietnam .- - «se thnHhnhhghr 3
1.2 Overview about Vietnam Soft Drink Market - SH HH ng 21 1 ng 4
1.2.1 The Macro-factors in Vietnam from 2009 to 2015 sen 4
1.2.2 The Vietnam Soft Drink Market -cc nọ 01089838 5
1.2.3 Competitor aniaÌySÏS skt ng HH 101011 kg ng HT ng Hành 6
2 BIG COLA STRATEGY AND ANALYSIS
2.1 Big Cola targeting, positioning and main different attributes 2.1.1 Marketing Segmenit sàng HH HH HH HT TH 1h ki 9 2.1.2 POSitÏOÌE HH HH HH ng ng n4 0 0001 K01 n0 00401 104 9 2.1.3 Main different attriDUf©S sgk km HH 10kg Sky 10 VY xi àaỖỖỖ 10 'Ã-19I3 3s: .-.- Ốố 11
Trang 5EXECUTIVE SUMMARY
Big Cola is a carbonated soft drink brand of AJE group, a multinational enterprise currently represented in 20 countries worldwide In 2009, AJE Vietnam was opened, being one of the first markets in Asia, after Indonesia and Thailand With the same strategy as AJE global, the refreshing cola flavor is chosen to be the key, the strategic product
Coming to Vietnam when soft drink market was at the saturated time and the competitiveness is very tough, Big Cola had to encounter big men Pepsi, Coca Cola who have dominated CSD market for years and local big brands such as Tan Hiep Phat, Chuong Duong, Tribeco Great effort, strong investment and a different strategy helped Big Cola create an impressive opening in the first year However after that, because of the economy inflation and the inconsistent strategy, Big Cola didn’t keep it unique selling point which led to
continued failure in the next years
Trang 61 INTRODUCTION
1.1 Overview about AEJ
1.1.1 About AJE global
AJE GROUP is a multinational enterprise currently represented in 20 countries
worldwide with its holding company in Spain In order to strengthen bonds within all their market sectors, they have gained ownership of 22 factories and 120 fulfillment centers employing over 20,000 people Their more than one million retail outlets worldwide enable them to sell over 3 billion liters of beverages including beer, sports drinks, energetic and isotonic drinks, water, various juices and tea As a company with a "Think Big" philosophy, AJE aims to break down barriers and maintain their ethos of working hard in order to reach our main objective and become one of the top 20 most important multinational companies in the world by 2020
Mission: Contribute to develop society wealth by being the best elaborated product’s choice and seeking excellence from an integral perspective
Vision: Being one of the top 20 multinational enterprises by 2020 (vision of AJE global)
1.1.2 About AJE Vietnam
AJE Vietnam was invested by AEJ group on Sep 8 2009
Starting Capital: 9.941.667 USD Name: AJE Vietnam Company Limited
Head office/factory: Lot 12, Road no.10, Vietnam-Singapore Industrial Park — Thuan An- Binh Duong province
Trang 72010 with Vietnamese football fans 2Ii-2BM2 -
* Develop the market in Ho ChiMinh, Mekong, Central and Cambodia
1.1.3: Product portfolio of AJEin Vietnam
Carbonated soft drink: Cola, Orange, Strawberry, Lime, Sarsi: 425ml Others CSD SKUs includes Big Cola 3 liters and 1.5 liters”
Cola Orange Strawberry Lime Sarsi
Trang 81.2 Overview about the Vietnam Soft Drink Market
1.2.1 The Macro-factors in Vietnam from 2009 to 2015
Vietnam-is one of the most promising markets in-Asia-with a large young population: which have a steadily growth around 1.18% per annum On the other hand, the population of Vietnam in 2009 reflected those aged under 30 year old with more than 61% percent (Table 01) were dominated the total population The young and dynamic age structure is lucrative for international brand of fashion, coffee shop, mobile phone and fast food as well
Trang 9POPULATION PYRAMID OF VIETNAM 2009 85+ 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 2024 1519 10-14 5.9 04 (15.0) (100) (5.0) - 5.0 10.0 15.0 MMale femaik-
Moreover, the forecast Real GDP during the year 2009 to 2015 grown more than 6.3% annum-and-the GDP of 2015 also has increased approximately 2.3 times to 2009 (Table 02) The increase of GDP will lead the increase of Vietnamese annual income
Table 02: Vietnam Economic Activity forecast to 2015
Tahle: Economic Áctlvity 2008 2009 2019 2011! 20121 20131 2014f 20151 Nominal GDP, ; VNDEn? 44850380 16583830 1,953.223.9 243288536 2.641.067.1 2.985.462.7 3,358/6144 3.761.091.7 Neminal ‘ 2 GDP, : " USSbn? 89.8 $2.8 101.9 113.0 129.7 1598 1745 200.6 Real GDP growth, % change yoy 6.3 543 68 63 72 72 72 72 GDP par ` capita, _ ` : : : uss? 4,041 1,063 11353 (A265 1438 — 1,658 1,837 2,181
(Source:Business Monitor International 201 1)
1.2.2 The Vietnam Soft Drink Market
Trang 10However, these nearly years, Vietnamese consumers concern more about dental problems and obesity cases and that the reason they paid more attention to healthier drinking such as tea and fruit/vegetable juice or RTD- tea With: the changing in- customer’s demand like that, others soft drink like CSD will face more challenges and tougher competition While total volume sales of carbonates are expected to decline, bottled water and fruit/vegetable juice and RTD tea are projects to register strong growth Table 03: Sales of Soft Drinks (as sold) by Sector: Volume 2009 Million litres " Pe ị Off-trade |On-trade |Total Carbonates ị 67.2 188.0 255.2 Fruit/vegetable juice | ị 44.2 9.1 53.3 Bottled water ị i 174.9| 244.6 419.5 Funtional Drinks 32.0 16.1 48.1 | Concentrates ị 0.2 - 0.2 RTD Tea ị ị ` 2534| 1768| 430.2 | RTD Coffee ị ị 0.5 0.2 0.7 Sale of soft Drink (as sold) by Sector: Volume 2009 500.0 450.0 400.0 n Pe 350.0” 300.0 250.0 nương 2000 +——} ' 1500 + | 400.0 +) „m0 T1 ® cq T T vế vế vế J vế o & e Ko £ € FF s sg ° ¬ & Million litres 1.2.3 Competitors analysis
In the general RTD market, Big Cola is competitive to others RTD categories as
Trang 11dominated by multinationals Coca-Cola and PepsiCo which jointly command more than 80% share of the market (Table 04)
Table 04: %-Volume %-share of CSD-brands-in 6 key Vietnam-provinces (HCM; HN; Hai Phong, Nha Trang, Đà Nẵng, Cần Thơ) Total CSD ˆ”_ 00000012009 010 : 2011 PI 42.1 40.2 42.3 TCCC 41.8 44.6 43.7 Chuong Duong ‘13.9 11.1 12.3 Tribeco 2.1 1.3] 1.14) Big Cola 0.2 0.1 Others Í 01Ƒ 2.6] 0:5 (Source: Internal data) Volume % share of CSD 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2009 2010 2011 ñPI HTCCC CD TBC 0 Big cola & other
Pepsi and Coca cola has the same target customers of Big Cola, however those are the most popular CSD international brand names and also had a long time investment in Vietnam market Through the communication, those brands have been built a solid image in customer mind ~
Trang 12Beyonce as a brand ‘ambassador with her face on soda-can, this is an-extension of the: brand’s “Live for Now” campaign
Although Coca-cola and Pepsi have always been similar for “fun and young” personalities, the two companies have consistently stayed on separate paths and Coke can be seen constantly gravitating towards the emotional side of branding The latest communication campaign of Coca-cola named “Open Happiness” was launched in Vietnam from 2010 with music contest for teenagers by zing.vn This campaign included many music activities such as concern for teenagers, sponsor to Vietnam Idol
videơ clip, music show
2g ĐẬI tườm
keng két
Trang 13
SWOT ANALYSIS OF BIG COLA COMPARE TO OTHER SOFT DRINK BRANDS | BI | EaiifuEesvuit '`
2 BIG COLA STRATEGY AND ANALYSIS
2.1 Big Cola targeting, positioning and main different attributes 2.1.1 Marketing Segment
Similar to other brands in carbonate soft drink (CSD) category, Big Cola targets at mass market However, their core segment is the young people, school students, university students and first jobbers, both male and female
This particular segmentation is the main factor that decides the product price to be their key competitive weapon in Big Cola’s marketing strategy
Consumers’ portrait:
> Demographics: 15-35 years old, male and female, BCD social class > Psychographics:
= Young, eager to-join-social.activities
= Like to hang out with friends, colleagues after work =" Open to new things, new products
Trang 1410
2.1.2 Positioning
Be different or dipping in the sea!
Being the latest CSD player in Vietnam, Big Cola has to have a clear positioning to be different from other competitors, particular Pepsi and Coca Cola While Pepsi positions them as a young product for the “next generation”, Coca Cola is a product that brings happiness to everyone; Big Cola does not talk about emotional value but functional value: “To young consumers who look for refreshing drink, Big Cola is a non - caffeine carbonated soft drink with competitive price for mass population”
2.1.3 Main different attributes
Big Cola is the only brand in CSD category that does not have caffeine, a kind of drug that is used in most CSD products
In developing countries as Vietnam, most consumers currently do not care much about ingredients However, non-caffeine a strong attribute to the product for long- term strategy, together with the growth of consumers’ health awareness
2.2 Price
The low-price strategy of Big Cola from the beginning was attracting budget- conscious customers such as students, blue workers and brought an efficient way to approach Vietnam young customer at that time With the positioning “being labeled as a cheap brand” for a England product, young people get interested in this new brand CSD and Big Cola had a booming time for sales volume as well as a brand awareness
However, with the effect of high inflation rate by end-year 2010, Big Cola was not able to keep the lower price as promising and they need to increase the price around
15% and nearly same with Pepsi bottle Moreover, since the low margin of product,
Big Cola also was not able to manage transportation fee to North market and they need to scale down the distribution to South and Central of Vietnam Those reasons give a result of decreasing volume as well as display stores
Coca cola 390ml 4,235 4,438 |Coca cola 390ml 4,575
Pepsi Pet 500ml 5,417 5,688 |Pepsi Pet 500ml 5,708
Big Cola Pet 535ml 5,000 5,698 |Big Cola Pet 425ml 4,167
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11
2.3 Distribution
Targeting at mass population, AJE Big Cola planned to build a nationwide channel from the South to the North However, because of the change in price strategy, after a year being on the market, the Northern distribution channel is- broken Consequently, Big Cola currently has dealers in about 40 provinces and cities from Da
Nang to Ca Mau
2.4 Unique selling proposition
Most businessmen and marketers know that a product must be unique, differentiated from others to be alive and develop in this tough competitive world but not all brands can do that
To some people, USP of Pepsi is the trusted brand, good taste, beautiful packaging, solid advertising and great value for money USP of Coca Cola is probably their brand, the pioneer in creating that kind of drink that attracts nearly the whole world for centuries after
AJE Big Cola has created their own USP which are the perception from England, bigger bottle than others and cheaper price This can be treated as a good USP to launch the product and live strong in the market if there’s a smart strategy
2.5 Marketing activities
“Big Cola, Think Big” is the communication message being used globally The message is not only the spirit but also treated as a strategy “Think Big”, that is the ambition of Big Cola and the behavior of drinkers as well “Think Big” has led Big Cola to marketing activities that attract consumers at the beginning
In Vietnam, Pepsi and Coca Cola have dominated the market for years, follow them are Tan Hiep Phat, Chuong Duong, Tribeco, Bidrico Beverage in general and soft drink in particular is a tough market for any brands to join if they don’t have a special or unique segment, positioning and character |
By linking all activities and images with football and FA cup, Big Cola achieved good result in the beginning From V-Cube Vietnam project done by FTA research in middle of 2011, after nearly a year coming to Vietnam, Big Cola gain the 4" position of brand
awareness in Ho Chi Minh, the main and first market of AJE Vietnam Top Carbonated Soft Drink (CSD) brands:
Ho Chi Minh (%) Ha Nơi (%) Da Nang (%) Can Tho (%)
Coca Cola 94 | Pepsi 97 | Coca Cola 96 | Pepsi 100
Pepsi 92 | Coca Cola 96 | Pepsi 92 | Coca Cola 97
Trang 1612
Big Cola 75 |7UP - 75 | Fanta 69 | Mirinda 83
-Mirinda- -61: |-Mirinda- -67 LMirinda- -65- 1 Big-Cola- +-56- |
Chuong Duong | 59 | Sprite 64 | Sprite 48 | Bridrico 32
Fanta 59 | Big Cola 13 | Big Cola 32 | Chuong Duong | 31
-Sprite- 54 |.Orangina- 10 |-Orangina 16 | Fanta 25
Bidrico 36 | Chuong Duong | 6 Sarsi VinhHao | 15 | Sprite 18
Sarsi VinhHao | 26 | Green Mate 3 Bidrico 14 | Orangina 17
Source: V-Cube Vietnam project done by FTA research in middle of 2011
In the first 3 years coming to Vietnamese market, Big Cola’s activities were rather consistent with the platform of football However, sometimes be influenced by the 2 giants Pepsi and Coca Cola, Big Cola was off the track
2010 2011 2012
>
Be England Final Match at New England FA
Wembley Stadium inEuro2012 “No Caffeine” HE Street fire = 9S) Younger 10-14 yrs 2 BA acti BG COLA ts sneva - nb art 2.5.1 2010 of Big Cola Objectives:
= Penetrate Vietnam market
“" Create brand awareness and make a stamp in consumers’ minds
Strategy:
® Bringing brand identification to Vietnamese consumers through above the line and below the line activities
Trang 1814 * Activation: Booth display and event’sponsorship World Cup Calendar cat tong = Sam ÝAjtvvy 0A, honnnAAedMebe Marmion] || poe MS Men aot | tad []-[ ope we an | nae a sn eea-A | mm The MÌmAese, (te photo wet) - (hae toe Nhân tee Mameld-[{ Sam } - “ÌnNn, _ mn mre) beaten! : tan — a 5 jade a be c— - - + + :
m†{ + MF jane tras | sesnsemdee [Roar do Save,
2 Loe = “on Na tee
Trang 1915
Sales volume is at the 3rd position Analyze:
2010 is a good economic year after the recovery from 2009 crisis The market is back with positive signal, Vietnam advertising is at the blooming age
Strong investment in media and in above the line and below the line activities from TVC, print ad, outdoor to sampling, modern activation , Big Cola made great
impression to consumers
Successfully push people to switch and consume new products that may not necessary for them
Pricing strategy together with ATL and BTL activities really caused a big bang to the market, bring Big Cola to 3rd position in sales volume of Carbonated Soft drink (CSD) in a short time Its first TVC “Street Fire” in 2010 added more fire to the heat of this new brand but cool down the heat of thirst
The 2nd TVC — “Sport” is an adaptation of the global TVC which successfully made a position of Big Cola in the market by creating the image of England and Football 2.5.2 2011 of Big Cola
Objectives:
Maintain the image and perception of Big Cola in consumers’ minds Pull more consumers to buy Big Cola
Strategy:
Brand reposition to strengthen brand image
Consistently build English image in all activities and use football as a key platform
to communicate
Adjust the price due to the increase cost of material and other expenses Marketing activities
Big Cola did brand repositioning as “Be England” to build the image of a brand from the country of football They spent less media on TVC, just half of 2010 but focus more on building brand image through PR and events related to football and FA cup of England, in line with Big Cola global activities
Trang 2016 This event was reported in many articles and TV news throughout the country Articles TV News Result:
This new positioning was successful to make people think that Big Cola is from England and connect football with the brand
The event in which invited Steve McMahan, the ex-team leader of Liverpool, to bring FA champion trophy to Vietnam created a strong impression This is a smart concept which can earn free media from television agent, press, website and forum thanks to the hook of FA trophy and Steve who is currently the commentator of ESPN Asia as well
Nevertheless, the sales volume dropped down remarkably The reason will be analyzed in the next part
Analyze:
Trang 2117
" Inthe 4 Ps, PLACE is not an advantage of Big Cola when they came, Pepsi, Coca Cola and other brands have covered most of the market PROMOTION is a tough race with huge campaigns from these giant competitors throughout the year PRODUCT ~ Big Cola is the only CSD brand which does not contain caffeine in the
ingredients, however, Vietnamese consumers have not paid much attention to
this advance for the time being Choosing PRICE as the strategic “P” is a right way of Big Cola but they were wrong to lose this strong P by increasing the price instead of other solutions
2.5.3 2012 of Big Cola Objectives:
" Recover from the failure of 2011
=» increase sales volume
Strategy:
= Message “Think big” is seriously invested to make a year full of activities and big
TAN FEB MAR APR MAY JUN JUL AUG) SEP OCT NOV DEC >
sane UR HD He NCE, cit 2M INANE PORN RRB EEN A cH STENG RENE EIST REESE ESB Ne REAR AE a sy a my, a
i = tỉ Younger tỉ More attractive : England FA in Euro 2012 “No Reach them! ,
- " Caffeine” Younger 10-14 | “Big” many flavors many ' 5 ‘ ` NT CAE SNR hn BS 72E/402001-xể ch fy # ie
"say aesce anentacbum ait Hr AN BOA RNa u gggg eh ÔNG
events which were divided into three phrases: Stronger: The platform football is still kept
Younger: Big Cola sponsored the launching of the Hollywood block buster — “Spiderman” inAsia-
Trang 2218
Marketing activities:
Music & Dance Concert| Big Cola New Look- Spider Man
€o-Spensorship 425 mi format Re-Launching
Sere _3un- - Aug ¥VE on screen and LCDs at Galaxy halls fee Esumateẻ 180,000 attendants within weeks at 2 oo Ba | Golany cinema q a i i { ị 4: 4 Result:
Three concepts stronger, younger and more attractive didn’t help Big Cola win much awareness neither increase sales
Limited edition with spiderman on the label which was launched together with Spiderman movie created the interest to a certain extent, enhance sales volume a bit in this period
Analyze:
The reason is the complex of a lot of non-related activities within a year while Big Cola’s image in consumers’ mind is still vague With an un-consistent strategy, Big Cola loses the track, loses their brand uniqueness when difficulty follow what their competitors do
“Kick with Joe Hart” was an attractive campaign which must have causes great impact However, light communication on few channels and in a very short time before the trip for winners to England limited the number of people to know and to join the game
Trang 2319
3 RECOMMENDATION:
After a long time being follower, Big Cola should change as soon as possible if they don’t want to be the loser on the race Base on FTA — Viettrack panel July 2009 and the findings of Pricing and Brand Credibility (see appendix), we learn that reasonable price and international brand are the two strengths of Big Cola Thus, we believe that “Be England” could be a strategic concept to live strong when there are high investment and consistence in all activities
3.1 Marketing Objectives”
S Specific:
By extend to distribution and re-emphasize the concept; Big Cola need to aet the sales volume increase vearly 30%
M Measurable
Increase the awareness of customer in Ho Chi Minh, and other provinces in South of Vietnam TOM awaress: 20% and Aided awareness: 90%
A Attainable:
Achieve 4% of market share to reach the market of domestic brand (Chuona Duona Tribeco) R Result-Oriented increase 30% sale volume of Big Cola (black carbonated) T Time-bounced Marketing plan for 2013 and first half of 2014 3.1.1 Product
Big Cola currently has 5 variants which are Cola, Orange, Lime, Sarsi, Strawberry and another product in different category is bottled drinking water Cielo This product diversity shows their effect to conquer Vietnamese consumers’ hearts However, with the little success that the hero - Cola has so far and few investment on other products, Big Cola has failed to be in the top of mind
What are our ideas? ˆ
Trang 2420 product of Big Cola and -build the marketing strategy for Cielo bottled drinking water © oO O
Rational: There are too many orange drinks from big brands on the market now: Orangina, Splash, Twister while ours doesn’t have any unique
attributes In terms of Sarsi, consumers think of it as a sweet carbonate drink
and sales volume for sarsi is very low The only brand that’s famous for sarsi and be the first in consumers’ TOM is Sarsi Chuong Duong
Objectives:
v Concentrate on the key product
v Conquer consumers with the special taste from Big Cola
Strategy: More focus on the hero Cola flavor and some investment on sub- heroes which are Lime and Strawberry flavor
= Ingredients: non-caffeine cola drink ©
©
Objectives:
Y To take this attribute as an added value
Y Toremind consumers that Big Cola is a brand that cares their health and
non-caffeine is a future trend in CSD
Strategy:
Y Write PR articles talking about how caffein affects your health
¥Y Impose the uniqueness of non-caffeine ingredient in any advertising tool if possible 3.1.2 Price Objectives: To get back traditional consumers and recruit new ones Strategy: 3.1.3 © © ©
Still keep the low-price strategy to target to young people with bottle format Keep the price lower 10-15% compare to Cola and Pepsi
Offer a special discount to restaurant and fast food stores to approach this trade market Place Objectives: Rebuild the distribution system Strategy: Oo O
Organize the prize: Salesman of the year and the best retailer of the year Focus on sale pushing at key distribution areas in the South and Central of
Vietnam
Trang 2521
3.1.4 Promotion
Although Big Cola is not at the launching stage, we should think of 2013 as an important milestone to rejuvenate because the image of Big Cola is too vague in Vietnamese consumers now We need to reach them and inform our presence in the
market
= General objectives:
o Increase customer awareness of Big Cola 0 Increase sales volume to 0.5% in 2013 = Strategy:
o Build English image in both look and feel
o Continue using football as the key platform in all activities
Trang 2622 3.2.1 Touch points ce 3.2.2 Activities 3.2.2.1 Promotion in England — Premier league season ‘Objectives
= Push sales during the important time of the season =" Enhance the English image of Big Cola brand Implementation:
There are two prizes with two mechanisms
* England trip: for 2 people to England, enjoy the final match and a tour around
Trang 2723
How to get it? Consumers use the code number hidden inside the bottle label,
send message to Big Cola Promotion center The winners will be chosen by lucky-draw
"_ The idol ball: That is a ball with signatures of famous English football players and there are only two balls for two lucky people
How to get it? Consumers use the code number hidden inside the bottle label to log in Big Cola Football forum on face book They can participate in the prediction game: Which team will be the champion
Communication
» Inform the promotion via print ad, leaflet, poster
» Puta photo mock-up of Rooney — the famous striker of Manchester United or
Joe Hart goal keeper at supermarket, cinema, mini-football yard for football fans to take picture with him ,
" Digital media: Youtube, facebook, universities websites
3.2.2.2 Organize Big Cola Football cup for university students nationwide Objectives:
=" Create awareness in young target group
= PR Big Cola brand name in a social activity « Attract social media and get free media Implementation:
" Big Cola Cup will be divided into 3 phrases: play-off, group stage and knock- out The winner will compete with the winner of Thailand and Indonesia to achieve the cup trans-nation
" Besides the main activities for the matches, there is a cheerleading competition Cheerleading teams will perform before each match, be recorded and posted on Big Cola cup micro-site which is linked to Big Cola Facebook Result of the competition is based on online vote
" Promotion during the match: take-away cola cup for every audience
Communication:
= PR before, during and after the cup
= TV, press news about the cup: football magazines, student magazines, tuoi tre, thanh nien
" Digital media: Youtube, facebook, universities websites
Trang 2824
3.2.3 Advertising Objectives:
=" Remind consumers of Big Cola and Be England concept « Inform promotion campaign and Big Cola foot ball cup Implementation: =» TVCs = Print ad / Web banner = Ambiences— = PR articles « Mobile phone messages before promotion =" Road show ' Media plan:
= Print Ad / PR articles: Tuoi tre, The thao, Bongda, Saigontiepthi
" Online web banner/ articles: Vnexpress.net, Zingnews, nhaccuatui.com,
® TVC: VTV3, HTV7 (in/after game show, sport news, movies ), YanTV, Youtube
3.2.3.1 Viral campaign (WOM):
Objective: create word of mouth effect with free media cost but high awareness Implementation:
" Use similar format as flash mob but this is a dance of top five cheerleading teams from Big Cola football cup The event will take place at the yard in front of Ben Thanh market and in the schoolyard of a famous university (ex: Bach Khoa univertisty)
Trang 2925
IMPLEMENTATION PLAN
- 2014
Strategy Action plan , a.4 Q.1
Nov | Dec | Jan | Feb | Mar PR n implementing Premier League Presenting the award Preparation - organisation preparation
Big Cola Football Cup
communication before the match Implementation Flashmob Preparation ral campaign implementation
Guiness record event
ward: Salesman of the year pushing ward: Retailer of the year TVC Print ad SMS ad Ambience PRarticles Product concept
Relaunch Cielo Design new packaging
drinking water] Launching
Marketing & communication activities
3.3 Communication campaign evaluation
= The strategy will be evaluated after one year running program with the message “Be England” by the research in key distribution areas in Ho Chi Minh city, Can Tho, Nha Trang and Da Nang
« The basic criteria will be covered in the Big Cola brand health check are: Brand awareness, Brand Leverage, Brand Equity and Brand Association
= PR and media strategy will be tracking by RO! of paid budget compare with the media value
= Tracking PR value and article contents of online and offline channel by monthly = Tracking traffic of website
Trang 30-26
REFERENCES
Vietnam Food and Drink report, Business Monitor international, Q1 2012, Q3 2011,
Q12010 _
Vietnam Soft Drink, Euromonitor International: Country Market Insign_
Trang 3127 APPENDIX: Consumers care about food safety even more than pricing and brand credibility of FMCG products Food safety Reasonable price Brand credibility
Has ingredients that is better than other brands
Brand that 1 use most often Popular brand Has lots of advertisements on TV bed iain 3 tu?
International brand mom 24
Has lots of promotion programs 1 20
Brand has much contribution to sociat F ương 2ptrsvng 40
Easy to use/ user friendly product đường 35 2 3 Eye catching package [ers 37 omen 1 Production process doesn't affect environment pote ry 43 Tag 40 2
Widely available đương 31 2 26 merger 33 peck 35
f ta Ei Most important cd tmportant Q Which factors would you consider when yau_decide to buy FMCG products?