communication review - "share a coke 2014" - coca cola
TRANSCRIPT
- Cabornated soft drink is worth 6000 billion VNDs (2013) with
growth rate at 6% (2014).
CATEGORY OVERVIEW
Overall
Category Overview
On trade Off trade
Traditional trade RestaurantBeer gardenVendor
Bottle store
Mom-and-pop store
Modern trade Bar Supermarket
Lounge Department store
Discotheque Convenience store
Café
60% > %40
Distribution
I. Background
Segmentation
(based on flavors)
Foreign beverages Domestic beveragesCoca Cola (10.5%
Soft drink - 2013)
Suntory Pepsico
(25,5% Soft drink -
2013)
AJE Kirin Vinh Hao Tribeco Chuong
Duong
Bidrico
Cola Coca Cola Coca Cola
Light
Pepsi Pepsi
Light
Big Cola Cola Cola K+ Cola Cola
Pet
Can
Glass
bottle
Lemon Sprite 7 UP Moutain
Dew
Big Cola
Lemon
Lemona Lemon Lemon Lemon
Orange Fanta Orange Mirinda Orange Big Cola
Orange
Camina Orange Orange Orange
Other flavours Fanta Strawberry Mirinda Sarsi Big Cola
Strawberry
Wonderfarm
Sarsi
Sarsi Sarsi
Strawberry
Mint
Cream soda
Soda water
Sarsi
Strawberry
Lichi
Apple
Tarmin
Segmentation
I. Background
Trao là kết nốiTrao Coca-cola – Kết nối bạn
bèSummer 2014
Coca-cola Vietnam
Campaign Overview
Demographic: Teen & young adults (13 –24 yrs)
Psychographic:-Dynamic, modern lifestyle-Easy to adapt new things-Usually use social network (mainly on Facebook)
Target Audience
I. Background
Insight
• The first feeling: your name on the global product
• I’m happy when I share it
• Herd mentality – The crowd effects
• Make impression on the others
Personalize
Rolled out
Channel Hype up Excitement Amplication
TVC X X X
Print-ad X X
Event X
Bill board X X
Facebook X X
Activation X
Campaign video:• Key message:
• “Trao Coca-cola – Cả nhà vuithả ga” – 01 Jun 2014
• “Trao Coca-cola – Kết nốibạn bè” – 06 Jun 2014
• Executive: • launch TVC, Youtube,
website, billboard…
Channels
Viral video
• Key message:
• “Niềm vui chỉ đến khi tabiết quan tâm” – 08 Oct
• Executive: Youtube, social network
Channels
Billboard
• Key message:
• “Trao Coca-cola – Kếtnối bạn bè”
• Executive:
• billboard at crowded intersection
Channels
Channels
Facebook:
• Key message:
• “Trao Coca-cola –Trao là kết nối”
• Execution:
• Fanpage, Hot Profile, Facebookers…
Channels
Event• Key message: “Trao
Coca-cola – Kết nốibạn bè”
• Execution: 11 Jun 2014, over 1,000 cheerleader give 130,000 Coke in HCM, HN
Channels
Activation– Key message:
“Trao Coca-cola –Kết nối bạn bè”
– Execution: 52 kiost/17 provinces csm personalize their name
Evaluation
Strategy:
• Get Vietnamese together, share a good time over Coke
• Create personalism campaign
• Always listening to consumer
• Chose right time
Execution: • The campaign launched with a big bang across multiple
channels
Implication
Impact:• No.2 among Top 20 Hot topics on Social 1-8/2014.• Traffic on Fanpage: increase 870%
Forecast the next move:• Take care of the new user• Use the data to apply for next campaign