Coke presentation
Transcript of Coke presentation
~ 2451 mil L~170,811 bil VND
+ 5.48% ⇑
~ 2083 mil L~80,710 bil VND + 19.35% ⇑
The TPPTax
25.5% 22.7%
10.5 %
13.3 %
3.4 %
OTHERS24.7%
Segmentation
36%
40%
20%
Category OverviewCompetitors Campaigns“Cứ là mình” Coca-Cola 07/2014
07/2014Everyday Lively Suntory Pepsi
Up cùng hải sản“Nào ta cùng Up Việt Nam”365 DABAND Dạ tiệc hs VT
2014 Suntory Pepsi
Trải nghiệm cảm giác bay“Uống cho ngày thêm nhẹ”
2014 Suntory Pepsi Digital, TVC, Apps
Digital, TVC, Event , PR
Digital, TVC, OOH
Thử thách tâng lon cùng Messi Pepsi khoác màu áo mới
05-09/201409-10/2014
Suntory Pepsi Activation, Digital, PR, Viral Clip
“Vui Fanta hè thật đã ” 07/2014 Coca-Cola Digital
Digital, PR, Viral clip - KOL Carik
❖ Brand: Coca-Cola❖ Campaign name: Share a Coke
(Vietnamese name: Trao Coca-Cola, kết nối bạn bè) ❖ Campaign objectives:
➢ Raise awareness
➢ Increase consumption of Coca-Cola over the
summer period
➢ Encourage people to talk positively about Coca-
Cola
Target Audience
❖ Teenagers & Young Adults(15 -24)
❖ Hyper-connected ❖ Fear of missing out ❖ Trend-seeking❖ Love self-expression
PHASE 1 PHASE 2 PHASE 3
01/06 01/07 11/07 11/08
Campaign message: Share a Coke with friends and family to connect and open happiness
TVC❖ Key message:
➢ Give Coke for ultimate family fun (Trao Coca-Cola, cả nhà vui thả ga) - June 1
➢ Share a Coke, connecting friends (Trao Coca-Cola, kết nối bạn bè) - June 6
➢ Launch 50 new labels(Thêm 50 nhãn mới) - July 6
❖ Execution: on air on famous TV channels
Viral clip❖ Key message: Share a Coke with
people who silently make your life better as an appreciation for their contribution
❖ Execution: Published on social media (Facebook, Youtube) as another way to introduce new labels - character traits
Activation (1)❖ Key message: Share a Coke, connecting
friends (Trao Coca-Cola, kết nối bạn bè)❖ Execution: 130,000 cans given in
HCMC and Ha Noi - June 9
Activation (2)❖ Key message: Share a Coke,
connecting friends (Trao Coca-Cola, kết nối bạn bè)
❖ Execution: Buy 35000 vnd of Coke, get 1 free customized can.
PR❖ Key message: Update new hot
trend and campaign activities❖ Execution:
➢ Coke trend - teen and young adults online news
➢ Campaign activities - prestigious news websites
FacebookKey message: Share a Coke, with hashtag #xomtu
Execution:
- KOLs and agencies talked about “Share a Coke”
- Encourage consumers to showcase their personalized Coke
- Facebook App
Evaluation❖ Attention grabbing:
➢ 2nd searched-for keyword➢ generate lots of fan-made contents
❖ Brand fit: ➢ Personalization ➢ Giving chance to share
❖ Change:➢ Lift top-of-mind brand awareness➢ Buy more Coke
❖ Campaign-able:➢ Most channels, primarily activation and Facebook
:)
Implication❖ Continue the personalization trend❖ Emphasize ‘mental health’ to combat other
healthy products❖ Raise awareness of Coca-Cola Light and Coca-
Cola Zero
❖ Campaign message: Share a Coke with friends and family to open happiness
❖ Campaign duration: June - August, 2014❖ How the campaign rolled out:
CHANNELS HYPE UP EXCITEMENT AMPLIFICATION
TVC ✓ ✓ ✓
Viral Clip ✓ ✓
Print Ad? ✓? ✓?
OOH
PR ✓ ✓ ✓
Activation ✓ ✓ ✓?
Website ✓ ✓ ✓
Facebook ✓ ✓ ✓
Objective: Let people know what is happening.Platform: 2 TVC, Activation, PR, FacebookTiming: June 1 to July 2
Phase 1: Bring Happiness
Objective: Increase sales & reachPlatform: YouTube, TVC, ActivationTiming: July 3 - July 10
Phase 2:Double Happiness
Objective: Satisfy social sharing needs (suy nghi them)Platform: Mobile App, Activation, FacebookTiming: July 11 - August 11
Phase 3:Spread happiness