intergrated marketing communications mkt304 cocacola

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INDIVIDUAL ASSIGNMENTINDIVIDUAL ASSIGNMENT

INTERGRATED MARKETING COMMUNICATIONS - MKT304LECTURER: MR. TON THAT NHU NHAT

PREPARE BY: DO THI THU HIEN HS170604COCA COLA

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Table of content

1.1 Information and history of formation1.2 Mission, vision and core values1.3 Field of operations and products _

2.1 Coca Cola's target customers2.2 SWOT

during the epidemic

Similarities and differences

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

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multinational beverage company andmanufacturer, retailer, and marketer of non-alcoholic beverages and syrups. The companybest known for its leading carbonated soft drinkproduct is Coca-Cola. Coca-Cola (also known asCoke) is a soft drink brand registered in 1893 in theUS. The father of Coca-Cola was pharmacist JohnPemberton and according to the understanding ofthe American people at that time, Coke (CocaCola) was an oral medicine.

In the United States: Invented bypharmacist John Stith Pemberton - ownerof a private laboratory and pharmacy.1960: Coca-Cola was first introduced inVietnam.

February 1994: Coca-Cola returned toVietnam and started its business processlong term business.

August 1995: The first joint venturebetween Coca-Cola Indochina andVinafimex company was established andheadquartered in the North.

October 1998: The VietnameseGovernment allowed Joint VentureCompanies to become 100% foreigninvested companies.

June 2001: Due to the permission of theVietnamese Government, three Coca-Cola Beverage Companies in threeregions merged into one and sharedmanagement, headquartered in Thu DucDistrict - Ho Chi Minh City. .March 1, 2004: Coca-Cola Vietnam wastransferred to Sabco, one of the famousCoca-Cola Bottling Groups in the world.

FIELD OF OPERATIONS ANDPRODUCTS

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It's the real thing

Since its inception, Coca Cola hasalways followed a great mission andaccomplished their long-term goals:Enter the market and bring newproducts to the world

Bring meaningful inspirationalmessages

Create a new and different potentialvalue

When entering the market, Coca Colaalways aims for long-term goals anddevelopment. Coca Cola built abusiness with great orientation andvision

About people Coca Cola wants toprovide the best, inspiring workingenvironment

About products Bringing to the worldthe best, creative and innovativeproducts according to future marketneeds

About partners Together, we createsustainable values for mutual benefitProfit Maximize profits and alwaysgrow

Operational productivity Efficient,fast and successful

Integrity means real

Passion keep your heart and mindcommitted

Quality knowing what to do and doing itwell

Diversity keep it as inclusive as the brandResponsibility: if so, it's up to them

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THE COMPANY'S SITUATION

Income Coca Cola's target customers belong to Group AClass (15 - 150 million VND); Group B Class(7.5 – 15 millionVND); Group C Class(4.5 –7.5 million VND).

Family Life Cycle Coca Cola's target customers focus onthe Young single group; Young married without children(Young married without children); Young married withchildren.

Education Coca Cola's target customers focus on theElementary School group; Secondary School; High School;College; University.

Attitude Coca Cola's target customers like dynamism,youthfulness and sharing, like joy and positive meaningsin life.

Life Behavior Coca Cola's target customers oftenparticipate in positive, emotional activities.

Shopping behavior

Where to shop Coca Cola's target customers areconcentrated in home consumption channels(supermarkets, mini supermarkets, conveniencestores, markets, street vendors, etc.) and on-siteconsumption channels (homes). restaurants,hotels, shops, vending machines).

Shopping occasions Coca Cola's target customersoften buy for meals (Breakfast, lunch, dinner) andon special occasions (Tet, Holidays, Festivals,Meetings, etc.).

Purchasing purpose Coca Cola's target customersbelong to the Habitual buyer group (Buying out ofhabit) and Problem working (Buying to solveproblems - instant refreshment).Usage behavior

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

Psychology Coca Cola's target customers belong tothe carefree, happy, and comfortable personalitygroup.

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<small>The very first step is to expand their market into high purchasing capability areas. Marketpenetration seems important for majority of companies. Then, only innovation could makegreater progress in this industry:</small>

<small>Coca Cola is the top-most beverage brand with a presence in 200 countries, it bagged thehighest brand equity award in 2011</small>

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

<small>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</small>

<small>It associates with celebrity brand ambassadors for advertising and marketing. It maintains agood marketing strategy. Coca Cola enjoys customer loyalty</small>

<small>The company performs CSR activities in water conservation, education, health, and recycling, ithas an association with international sports events and sponsorship, the company is movingtowards sugar-free options, water, and juice</small>

<small>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 fastPeople are interested in making healthy choices these days and so are avoiding aerated drinks. Tosource, raw material is a significant concern;</small>

<small>It is facing difficulty in complying with different government norms and regulations in othercountries;</small>

<small>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 toughfight.</small>

<small>The company's performance assessment shows how they can use the available opportunities intheir 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 opportunitiesto ensure their growth:</small>

<small>It can increase its reach in untapped countries to boost the Coca-Cola market and supply-chainimprovement;</small>

<small>The company can popularise lesser-known products. It must utilize the scope to acquire othercompanies and strengthen the company;</small>

<small>It can diversify its product portfolio by starting the snacks industry to compete with PepsiCo. It canalso start a full-fledged business for health drinks;</small>

<small>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 thereasons affecting their growth, they can take the necessary steps to negate their impact:PepsiCo aerated drinks are giving it tough fights over market share;</small>

<small>The company's soft drinks have high sugar content and other chemicals that have healthconcerns;</small>

<small>Unlike PepsiCo, the company has not yet initiated a food business. The focus is primarily onbeverages. 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;</small>

<small>The company has faced flak for water management issues and exploiting groundwater even inwater-scarce regions.</small>

SWOT ANALYSIS

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"”Ket noi hoa binh" Campaign

The campaign was launched on the occasion of the second US-North KoreaSummit taking place in Hanoi in February 2019. The campaign uses imagesand messages of peace and solidarity to convey Coca-Cola's message of apeaceful and connected world.

With this can version, the Coca-Cola logo is creatively designed to unite thenation's pride when Vietnam was chosen to host the second US-North KoreaSummit.

Experiential marketing

According to Coca-Cola, this special edition can is not a commercial productbut is only produced in limited quantities. The only way to own this can ofCoca-Cola is to experience the Peace Connection machine located in Hanoiand Ho Chi Minh City on February 26 and February 27. Touching the screenwith the peace symbol designed from traditional, familiar images of Vietnamsuch as pink lotus, turbaned ao dai, conical hat, street vendors..., users willreceive 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 abilingual English - Korean logo and minigame "Share the message - getexcited to win gifts". Facebook users just need to share the post in publicmode with the hashtag #KetNoiHoaBinh #CocaCola to receive a special giftbox and the company's limited edition can of water through an experientialactivity with an interactive device.

The campaign has attracted the attention of many consumers, with morethan 100,000 interactions on social networks. The campaign was alsoreported by many media, helping to increase public awareness of the Coca-Cola brand. Many consumers have expressed support for the campaign andappreciated Coca-Cola's message of peace.

This campaign has generated many results for the brand

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

In 2018, Coca-Cola in the European region saw salesrevenue decrease significantly compared to thesame period in previous years, despite continuouslyimplementing many marketing and advertisingactivities. Meanwhile, Pepsi, its biggest competitor,achieved impressive revenue. After evaluating thesituation, this beverage brand realized that the levelof brand awareness was problematic, consumersshowed signs of choosing other brands, instead ofremembering the first Coca-Cola. as before, thusaffecting revenue.

To overcome this situation, Coca-Cola did not deploy TVC advertising as usual, but launcheda media campaign using print advertising and OOH to convey the message in a differentway. The campaign is called 'Try not to hear this' - an inviting challenge to customers toencourage them to participate in the "see the picture, hear the sound" challenge. In thecampaign, the brand took advantage of synesthesia - synesthesia syndrome as aningredient to evoke memories of people who have ever drank Coca-Cola to remember theiconic 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 advertisingimages.

The 'Try not to hear this' print ad photo set includes photos capturing the brand's signaturemoments that are capable of emitting sounds such as: opening a bottle cap, opening a canof 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 thechallenge. Just looking at these images, synesthesia syndrome will immediately appear inthe viewer's brain, helping them remember those sounds and hear them again in theirheads. In particular, Coca-Cola only uses two colors, black and red - the brand's signaturecolors, 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 toremind viewers to participate in the challenge. These photos are in a larger size and placedin a large space, creating a strong impression for anyone who comes across thisadvertisement.

On major social networks such as Twitter and Instagram, 'Try not to hear this' has attractedthe attention of a large public. Many people have re-shared these images on their personalpages and positively commented on the fun of the campaign.

The campaign has also attracted the attention of many major press and media agencies inthe 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 mediachannels, along with hundreds of positive user comments and conversations on socialnetworks.

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COCA COLAPAGE 8

“This Coke is a Fanta” campaign

On June 3, 2018, Coca-Cola officially launched the "This Coke is a Fanta" campaign at thePride 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-Colahopes that the campaign will retain customers between the ages of 20 and 35 and create astrong connection with young customers in Brazil through events of the LGBTQ+ community.Coca-Cola organized a meaningful campaign to honor the LGBTQ+ community during PrideMonth 2018. With the goal of spreading the message of acceptance and companionship withthe LGBTQ+ community, Coca-Cola created a case-study video touching and usinginfluencer marketing and social media to spread the message This campaign has wonmany awards and marks Coca-Cola's contribution to the development of the LGBTQ+community

Influencer Marketing

In this campaign, Coca-Cola Brazil decided to use Influencer Marketing channel to promoteits products without going through any other official communication channels. Limitedproducts will be introduced by Influencers through social networks on International LGBTPride Day (June 3, 2018) and parade festival in São Paulo, Brazil.

After influencers introduced the limited edition campaign and product, Brazilian socialnetworks 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 andaccessories have been inspired by the campaign. The parade in São Paulo is decorated inred and orange - the colors of Coca and Fanta. The campaign not only spread on socialnetworks but also flooded real life. Coca-Cola has exploded with its creativity thanks toinfluencer marketing.

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

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

It is also a trending topic on Twitter.

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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 toearly 2021

2020 has left profound marks on all of us – for better or worse. The aim of the Open for Better campaign is to sharepersonal 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 firstday of 2021! #OpenToBetter.

New cans, with positive quotes on the packaging, are already being produced and Coca-Cola wants to do thisusing 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 early2021

2020 has left profound marks on all of us – for better or worse. The aim of the Open for Better campaign is to sharepersonal 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 firstday of 2021! #OpenToBetter.

New cans, with positive quotes on the packaging, are already being produced and Coca-Cola wants to do thisusing 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 early2021

2020 has left profound marks on all of us – for better or worse. The aim of the Open for Better campaign is to sharepersonal 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 firstday of 2021! #OpenToBetter.

New cans, with positive quotes on the packaging, are already being produced and Coca-Cola wants to do thisusing large-scale PR and influencer campaigns in Denmark. We are ready!

TV and online video: Coca-Cola created a quality promotional video with the message "OpenTo Better." This video may have been broadcast ontelevision or posted on YouTube and the officialCoca-Cola website. This video often contains imagesto it, ending with a positive message and a call to"open the door for better."

high-Social media: Coca-Cola uses their social mediapages (e.g. Facebook and Instagram) to sharepromotional videos and campaign-related content.They also encourage users to engage using thehashtag (#OpenToBetter) and recommend sharingtheir stories about how they are "opening the door forbetter."

Website and app: Coca-Cola has a dedicated website for its "Open To Better" campaign. On this website, theyprovide detailed information about the campaign, videos, other people's success stories, and how people can getinvolved in the spirit of the campaign. They can also provide campaign-related mobile applications to createdirect connection and interaction with users.

Printing and marketing materials: Product packaging has also been innovated to bring the message closer to eachindividual. Each limited-edition package of Coca-Cola Original Taste, Sugar-Free Coca-Cola and Diet Coke willgive fans the opportunity to share quotes with positive and inspirational messages with friends and family.

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