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Coca-Cola Bottles With New 2024 Packaging at Vending Machines...57Image 30.. Prize for "Lucky Number" Mini-Game in Coca-Cola Countdown Party 2024.... Demo Booking VNExpress Article after
Trang 1VIETNAM GENERAL CONFEDERATION OF LABORTON DUC THANG UNIVERSITYFACULTY OF BUSINESS ADMINISTRATION
SUBJECT: ASIAN MARKETING MANAGEMENTFINAL REPORT
TET ACTION PLAN 2024 COCA-COLA
Lecturer: MBA Tran Nguyen AnGroup: Gia Dinh Phep Thuat
1 Phan Ly Na (Leader)721H0665
3 Tăng Mỹ Ngọc 721H00784 Cao Phương Quỳnh Nhi721H00925 Dương Hà Phương 721H0496
HO CHI MINH CITY, 6 DECEMBER 2023
Trang 3MEMBERSHIP ASSESSMENT TABLE
ONameFullStudentIDTaskContributionSignature1 Phan Ly
Na (Leader)
721H0665 3.1 Objective3.3 Insight3.5 StrategiesIV Tet 2024 Action Plan
Doing PPT
2 Phạm ThịDiệu Ngọc
721H0666 I Executive Summary
2.1 Market Summary
3.2 Target Market3.4 Brand Positioning Model
IV Tet 2024 Action Plan
Doing PPT
3 Tăng Mỹ
Ngọc 721H0078 3.3 Insight3.1 Objective3.5 StrategiesIV Tet 2024 Action Plan
Doing Word Report
4 Cao Phương Quỳnh Nhi
721H0092 I Executive Summary
2.1 Market Summary
3.2 Target Market3.4 Brand Positioning Model
IV Tet 2024 Action Plan
3
Trang 4Doing PPT
5 Dương Hà Phương
721H0496 I Executive Summary
2.1 Market Summary
3.2 Target Market3.4 Brand Positioning Model
IV Tet 2024 Action Plan
Doing PPT
6 Huỳnh Hoàng Trâm
721H0679 3.1 Objective3.3 Insight3.5 StrategiesIV Tet 2024 Action Plan
Doing PPT
7 Trần Ngọc Yến Vi
721H0684 2.2 SWOT Analysis
CompetitionIV Tet 2024 Action Plan
Doing Word Report
8 Nguyễn Hoàng Như Ý
721H0524 2.2 SWOT Analysis
CompetitionIV Tet 2024 Action Plan
Doing PPT
4
Trang 64.5.1 Program "Goc Am" 95
4.5.2 The Launching Ceremony of Coca-Cola Tet 2024 Packaging 100
4.5.3 “Coca-Cola Countdown Party 2024” Music Fest 101
4.6 Digital Marketing 114
4.7 Timeline 1196
Trang 74.8 Total Budget 120REFERENCE 124
7
Trang 8LIST OF IMAGES
Image 1 Top 10 Most Expensive Brands in The World in 2021 12
Image 2 Product Lines of Coca-Cola 14
Image 3 Largest Beverage Enterprise and Market Share 16
Image 4 Coca-Cola New Product Line Version 17
Image 5 Campaign Tet 2023 “Tet Dau Doi Thay - Dieu Ky Van O Day” 18
Image 6 Campaign FIFA World Cup 19
Image 7 Coca Cola Implements Waste Collection and Recycling Project 20
Image 8 Some Customer Comments on Social Media 21
Image 9 Pepsi’s “Mang Tet Ve Nha” Campaign 33
Image 10 Pepsi's Tet 2023 Campaign “Mang Tet Ve Nha” 34
Image 11 Mirinda Tet 2023 Campaign “Tet Mirinda - Tet Cuoi Tha Ga” 34
Image 12 7UP's Tet 2023 Campaign “Bat 7UP, Mo Tet Xom” 35
Image 13 Top 5 Tet TVCs According to Views 36
Image 14 Coca-Cola and Beverage Market 41
Image 15 "Taste the Feeling" Campaign 43
Image 16 "Real Magic" Campaign 44
Image 17 Coca-Cola Announces ‘A Recipe for Magic’ Global Campaign CelebratingConnective Power of Meals 44
Image 18 "Tet Dau Doi Thay, Dieu Ky Van O Day" Campaign 45
Image 19 Top 10 Most Chosen Brands in Beverages by Kantar Worldpanel Vietnam 48
Image 20 NSF International 49
Image 21 HACCP 50
Image 22 Tet Campaign “Cho Tet 0 Dong” 50
Image 23 Tet Campaign to Support for Families in The Vicinity of The Factory 51
Image 24 Coca-Cola’s Awards at MMA Smarties Vietnam Awards 2023 51
Image 25 Coca-Cola Cherry Zero Sugar 52
Image 26 Coca-Cola Tet 2024 Edition Packaging 558
Trang 9Image 27 New Packaging Made from 100% Recycled Plastic by Coca-Cola 55
Image 28 Coca-Cola Tet 2024 Edition Packaging 56
Image 29 Coca-Cola Bottles With New 2024 Packaging at Vending Machines 57
Image 30 Price List of Coca-Cola Original Taste on Bach Hoa Xanh Website 59
Image 31 Coca-Cola Tet 2024 Price on Cho Cam Tay 62
Image 32 Coca-Cola Tet 2024 Price on Karavan 62
Image 33 Coca-Cola Distribution Channels 63
Image 34 Coca-Cola's Online Sales Channel 64
Image 35 POSM Displaying Coca-Cola Vietnam's Tet Products 65
Image 36 Coca-Cola Is Present on Dining Tables across Vietnam 66
Image 37 Coca-Cola Color-Changing Glasses 72
Image 38 Coca-Cola Bottle Plush Bear 73
Image 39 Tour 10 Days – 9 Nights to 6 European Countries: France Belgium Netherlands - Germany - Switzerland - Italy 77
-Image 40 Gold Taels 9999 78
Image 41 Coca-Cola Band Watch 79
Image 42 Coca-Cola's Dangler Samples 81
Image 43 Coca-Cola's Divider Samples 82
Image 44 Coca-Cola's Gondola End Demo for Tet 2024 83
Image 45 Coca-Cola's Gondola End Demo for Tet 2024 in Supermarkets 84
Image 46 Coca-Cola's Gondola End Demonstration for Tet 2024 85
Image 47 Coca-Cola's Demo Display Island for the 2024 Lunar New Year 86
Image 48 Roadshow Bus Advertising 88
Image 49 Bus Wrap Advertising 89
Image 50 “COCA-COLA | DON TET MOI, DON NIEM TIN MOI” TVC 91
Image 51 Tet Spice Combo 99
Image 52 1 Crate of Coca Cola Tet 2024 Version 99
Image 53 Coca-Cola Tet 2024 Packaging 100
Image 54 New Packaging Launch Event 2024 1019
Trang 10Image 55 Coca-Cola Countdown Party 2024 Stage Demo 103
Image 56 Coca-Cola Countdown Party 2024 Stage Demo 103
Image 57 Photo Activity with Coca-Cola 104
Image 58 Prize for "Lucky Number" Mini-Game in Coca-Cola Countdown Party 2024 105
Image 59 Booking KOL Quynh Anh Shyn for Coca-Cola Countdown Party 2024 111
Image 60 Booking KOL Thay Beo U40 for Coca-Cola Countdown Party 2024 112
Image 61 Booking KOL Be Duy TikTok for Coca-Cola Countdown Party 2024 112
Image 62 Demo Post about Coca-Cola Countdown Party 2024 on Fanpage 113
Image 63 Demo Booking Kenh 14 Article after Coca-Cola Countdown Party 2024 114
Image 64 Demo Booking VNExpress Article after Coca-Cola Countdown Party 2024 114Image 65 Timeline Coca-Cola Tet 2024 Campaign 120
10
Trang 11LIST OF TABLES
Table 1 Indirect Competition 24
Table 2 Direct Competition 29
Table 3 Coca - Cola Carbonated Soft Drink Line Price List 58
Table 4 Prices of Coca-Cola Products on E-commerce Platforms 60
Table 5 Evaluation Criteria of Coca-Cola Display Booth Creative Contest 74
Table 6 “COCA-COLA | DON TET MOI, DON NIEM TIN MOI” TVC Script 92
Table 7 "Coca-Cola Countdown Party 2024" Event Agenda 107
Table 8 Total Budget Coca-Cola Tet 2024 Campaign 121
11
Trang 70event will take place on outdoor stages, creating a vibrant and exhilarating festivalatmosphere.
- News and Media Coverage:
In the 2024 Tet season, Coca-Cola will intensify its promotional campaign through newsarticles and advertisements in reputable media outlets Through this, Coca-Cola aims toshare messages of joy, reunion, and celebration during this festive season, creating astrong connection with the community and making the brand more relatable and specialto consumers.
Digital Marketing (Social Media)
Coca-Cola displays banner ads and creates posts on social media platforms such asFacebook and TikTok to reach customers in the online environment, particularly youngusers who frequently use mobile devices They publish posts announcing the launch eventof the new Tet 2024 packaging, explaining the campaign theme and Dragon imagery,accompanied by stories and associated messages Particularly during the 2024 Year of theDragon Tet, Coca-Cola could promote the "Coca-Cola Tet Ngot Ngao: Chia Se YeuThuong Ngay Valentine!" initiative to spread love on Valentine's Day, which coincideswith the Lunar New Year Coca-Cola also collaborates with KOLs and celebrities toamplify the campaign's impact and reach out to fans and the community.
70
Trang 71IV TET 2024 ACTION PLAN4.1 Ideas
The idea comes from the current downturn in Vietnam's economy this year, leaving manypreoccupied with their basic needs and financial worries That's why when "Tet" comes, itinstills a sense of unreadiness and apprehension in many, fearing the expenses associatedwith the holiday However, Coca-Cola believes that every new year will bring newopportunities, prosperity, and breakthroughs Despite life's difficulties or pressures,maintaining faith and hope remains a strong source of encouragement Coca-Cola willaccompany everyone during the significant moments of Tet, from festive gatherings toaspirations and dreams for the new year Through marketing activities in this campaign,Coca-Cola will focus on increasing trust and encouraging people to perceive challengesas opportunities that the new year will bring Therefore, they urge everyone not to worryexcessively but to join in and relish the festive moments with family and loved ones.
4.2 Tagline
The tagline "Sac Rong Phon Vinh, Niem Tin Nhu Y" in Coca-Cola's 2024 Tet campaigndelivers a profound and positive message "Sac Rong Phon Vinh" is not only a traditionalimage of Tet but also represents strength, luck, and prosperity It symbolizes abundanceand good fortune, painting a vibrant picture for the new year "Niem Tin Nhu Y" is anessential element, especially amid economic challenges This tagline conveys themessage that despite life's difficulties, belief remains a strong source of motivation Itencourages people to perceive challenges as new opportunities and believe that the newyear will bring forth positive outcomes.
Trang 72- Customers purchasing 1 box of 24 cans (320 ml), customers will receive a pair ofCoca-Cola color-changing glasses Coca-Cola plans to give away 40.000 pairs ofglasses These glasses may feature the campaign's tagline to enhancepersonalization for customers, and Coca-Cola may also print meaningful Tetgreetings (in white text) for customers and their families This is not only apractical product, but it is also an exciting and meaningful gift, adding value to the
shopping experience.
On MT channel
- Duration: 04/01/2024 - 18/02/2024
72Image 37 Coca-Cola Color-Changing Glasses
Trang 73- Customers purchasing 2 packs of Coca-Cola, each containing 6 cans (320 ml), willinstantly receive a Coca-Cola bottle plush bear, standing at 25cm tall Coca-Cola
plans to give away 6.000 plush bears to convenience stores and 30.000 changing glasses printed with Tet greetings to supermarkets during the 2024 Tetseason This could serve as a cute decorative item or a meaningful gift for familyor friends.
color-Gift Cost For Sales Promotion Campaign
Cost (VND) Quantity Total (VND)
Trang 74free POSM for product displays at retail points Staff will be available on-site toassist with booth assembly.
+ Evaluation criteria: Include customer attraction, creativity in the display, andimpact on Coca-Cola's sales figures.
74
Trang 75Table 5 Evaluation Criteria of Coca-Cola Display Booth Creative Contest
Express Message on Tet
Use Natural or RecycledMaterials
Encouragement of natural, available, or recycled
Layouts Harmonious layout, highlighting Coca-Cola
Full Display of Contest
SKUs Display of all participating items in the contest 1.0
Shopper-Friendly andConvenient Refilling
Well-arranged layout, unobstructed purchasing,and convenient refilling
75
Trang 76Compliance with Regulations2.0
76
Trang 77Wholesalers- Discount:
+ Discounts for Wholesalers paying in advance within 30 days: 2% - 5%.
+ Volume-based discounts for Wholesalers purchasing over 1000 boxes of 24 cansof Coca-Cola Tet 2024 packaging: 25% - 35% (based on quantity).
+ Discounts for Wholesalers signing contracts with Coca: 40% - 50% (depending oncontract duration).
- Transportation fee support for entities listed under the discount category.
- Tet program:
+ Duration: 18/12/2023 - 25/02/2024
+ The top 5 wholesalers with the highest sales during the Tet holiday nationwide willreceive valuable and enticing rewards to incentivize sales and boost revenue forthe brand.
+ Prize structure:
77Image 39 Tour 10 Days – 9 Nights to 6 European Countries: France - Belgium -
Netherlands - Germany - Switzerland - Italy
Trang 78o Top 1: 3 gold taels 9999 (210 million VND).
o Top 4 and 5: 100 million VND cash.
Gift Cost For Retailers And Wholesalers
Cost (VND)QuantityTotal (VND)
European 6-country Tour 82.000.000 2 164.000.000
Trang 79Customers are increasingly shifting to online shopping, especially during Tet when thedemand for food and beverages surges Coca-Cola is launching a special promotion on e-commerce platforms like Shopee, Lazada, and TikTok Shop.
For each box of Coca-Cola 24 cans in the Tet 2024 packaging, customers will receive acomplimentary Coca-Cola Band watch available in three colors: red, black, and white,representing the brand's palette Additionally, various discount codes of up to 10% andvarious flash sale events both before and during Tet, exclusively for customers.
Image 41 Coca-Cola Band Watch
- Total Cost:
ClassificationQuantityCost (VND)
Trang 80Coca-Cola aims for the joyful message of the 2024 Tet campaign to spread to every corner ofthe cities, bringing a warm and intimate Tet experience to everyone.
POSM for Supermarket- Danglers: 20.000 VND
Trang 8282Image 43 Coca-Cola's Divider Samples
Trang 83Can Tho 5 40.000.000
83Image 44 Coca-Cola's Gondola End Demo for Tet 2024
Trang 84- Display Island: 20.000.000 VND
+ Duration: 22/01/2024 - 18/02/2024
+ Located in supermarkets in big cities such as: Ho Chi Minh City, Hanoi, Da Nang.
SupermarketLocationQuantity Cost (VND)
Aeon Mall - Ho Chi MinhCity
Trang 85Lotte mart (Hanoi, Ho Chi MinhCity)
- Ho Chi MinhCity
- Hanoi- Da Nang
Trang 86- Duration: 15/1/2024 - 4/2/2024.- Lo
- Total cost (inclusive of VAT):
Cost (VND)(Inclusive of
Ho Chi Minh City
Cong Quynh Roundabout, opposite Nguyen Thai Binh Market, District 1 (23/9 Park)
Trang 88- Bus Advertising: 10/1/2024 - 10/2/2024
- Location scope: Ho Chi Minh City, Da Nang, Hanoi.- Total cost (excluding VAT):
88Image 48 Roadshow Bus Advertising
Image 49 Bus Wrap Advertising
Trang 89LocationBus RouteTypeQuantityCost(VND)
Ho ChiMinh City
Route No 33: An Suong Bus Station - Suoi Tien - National University
That's the question Coca-Cola aims to address in its 2024 Tet TVC The TVC
89
Trang 90won't merely be a product advertisement but rather a heartfelt portrayal ofoptimism, belief, and hope.
- Tet Insight: After a year filled with fluctuations and challenges, everyone facespressures from life, concerns about the economy, and uncertainties about thefuture But among these emotions, there's a miraculous occurrence every Tetseason—the belief in prosperity, luck, and breakthroughs in the new year.- Big Idea: As Tet approaches, Coca-Cola wants to remind everyone about belief
and hope Regardless of the difficulties or pressures, people still believe that thenew year brings new opportunities, prosperity, and breakthroughs By delivering apositive message, the TVC will create an atmosphere of optimism, full of positiveenergy, and readiness to face challenges.
- Main characters: A family.
+ Middle-aged husband concerning about the economic situation.+ Middle-aged wife worrying about the family business.+ Son feeling pressure from his job.
- Side characters: The family's neighbors, a delivery person.
90Image 50 “COCA-COLA | DON TET MOI, DON NIEM TIN MOI” TVC
Trang 91TVC Duration: 1 minute.Script
Table 6 “COCA-COLA | DON TET MOI, DON NIEM TIN MOI” TVC Script.
- Overview of three family members sitting together at a table in the living room.
-The indoor setting isdecorated for Tet, featuring apricot blossoms and parallelsentences hanging onthe wall.
- The middle-aged husband sitting at the table, reading the newspaper, shaking his head in weariness.- The wife is using the calculator, seeing a negative number then sighs deeply.
- The son is working on the laptop, wearing a tired expression.
The background music is calm, evoking a melancholic emotion.
2 5s Close-up of thehusband and wife.
The wife turns to herhusband and says: “Tetis coming but I’m soworried.”
3 4s Overview of thefamily living room.
The son looks out thedoor due to the bustlingnoise from the
The backgroundmusic transitionsinto an uplifting91