communication review - "share a coke 2014" - coca cola

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Share a Coke 2014

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Share a Coke 2014

- 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

Increase consumption

Cocacola

Be Attracted!

Share together

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

Family pronoun,popular names

Personalize name Characteristic

Phases

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