Thuyết trình chiến lược marketing promotion of coca cola

Promotion of Coca - Cola

Nhóm 7
Thành viên:
1. Đoàn Thị Hồng Nhung
2. Nguyễn Thị Miên
3. Nguyễn Thị Khánh Linh
4. Phạm Thị Thanh Tuyết
5. Nguyễn Thị Thùy


Category
1. Introduce Coca - Cola
2. “ Hello Happiness” Campaign
3. “ Small World Machines” Campaign


1. Introduce

 The Coca–Cola company
• American multinational beverage corporation
• Best know: product Coca-Cola, invented in 1886
by pharmacist John Stith Pemberton in Columbus,
Georgia.
• 1889 : Asa Griggs Candler bought the Coca-Cola
formula and brand
• 1892: the Coca-Cola company was incorporated


 Coca-Cola
• Carbonated soft drink

• Often referred to simply as Coke (kola nuts, a
source of caffeine, and coca leaves)
• The Coca-Cola Company only produces syrup
concentrate
• In 2013, over 200 countries worldwide, 1.8 billion
company beverage servings each day.
• 2015, Coca-Cola was the world's third most
valuable brand.


2. HELLO HAPPINESS
01

INTRODUCE

03

02

RESULTS

CONTENT

04

EVALUATE


2.1. INTRODUCE
TIME

3/2014

4/2014

5/2014

5 special phone
booths

Took them
down

Video

PLACE
DUBAI, UAE


2.2. CONTENT
Target
Audience
Mediums
of Advertising

Advertising
Objectives


Advertising

Message


TARGET AUDIENCE

• Workers
• From: South Asia
• Extremely low wages

• Young people
• Use social networks
• Interest in the product, the
company and the lives of those
migrant labour

ADVERTISING OBJECTIVES

REMIND


ADVERTISING MASSEAGE

01

Content
03

- Title: Hello Hapiness
Structure- Attractive: Emiontional & Ethical
02

Form VIRAL FILM

• Color: White and Red
• Sound: melody,
soothing
• Image: realistic,
sharp


MEDIUMS OF ADVERTISING
OUTDOOR ADVERTISING
• Advantages: Flexibility; high repeat
exposure; low cost; low competition
• Limitations: Limited audience
selectivity; creative limitations

INTERNET
• Advantages: High selectivity; interactive
possibilities; relatively low cost
• Limitations: Relatively new media with a
low number of users in some countries


2.3. RESULTS
0
1

0
2

0
3

140,000 minutes



3 million views, 14,000 tweets,
45,000 shares and 67,000 likes




Over 820 million media impression

04

1.5 million dollars

0
5

13.55% increase in brand love, with
6.7% more weekly drinkers,amongst
South Asians in the UAE



2.4. EVALUATE
Weaknesses

Strengths

S
T

W

w
O

1. HAPPINESS >< Coca
Cola - the carbonated
soft drinks is not
conducive to human
health
2. At least one human
rights expert finds
Coke’s “Hello
Happiness”
commercial “odious”
3. Negative comments


3. “Small World Machines” campaign
Introduce

Content

Results
Evaluate


3.1 Introduce
W

c

am

d

?
y
h

pa

Why did coca-cola do this campaign
in Indians and Pakistanis?

n
g
i
2 machines: south dehli and karachi
Make video 3.01 minutes

ls

i
a In march, the vending machines
t
e
were placed


3.2 Content
Target audience

1

Advertising Objectives

2

Advertising Message

3

Mediums of Advertising

4


Target audience
Resident in India
and Pakistan

like experiencing

new things

willing to share the
love & friendship

Nội dung 05

Advertising Message:
remind

Nội dung 06


Advertising Message

01

Slogan: what unites us is strong
than what sets us apart

02

Message: bring people together despite
their distance


Mediums of advertising
ct
e
r

Di

a

ng
i
s
rti
e
dv

ia
c
So

ia
d
e
m
l

Through the
vending machine
Facebook
Twitter
Youtube


3.3 Results
Direct

Twitter
Facebook
-19th of May 2013

youtube
- 3 million views
and 3000
comments

- First 15 days ,
26205 likes,
- 6608 shares
- Roughly 1,7
million new
likes

Top trending

3 days, Over 10,000
Cokes were
distributed


3.4 Evaluate
• Coca Cola dared to do something different,
bringing two conflicting nations together is
truly something unforgettable and
unprecedented.
• The captured the moment with all the
emotions happiness and positivity.

NEW WORDS
• VIRAL FILM
• FREEBIE
• VENDING MACHINE
• PORTAL
• HANDS TO HANDS CONNECTION