ADVERTISING - MKT3017

Advertising Report
Brand : Coca Cola

Lecturer : Nguyen Dieu Ninh

Student : Nguyen Minh Hoang
Class : F-UON-M1
Executive Summary
 This report focuses on recommending an advertising strategy for the Coke Diet portion
of the Coca Cola Company. The author has analyzed the factors inside and outside the business
to be able to come up with the most suitable advertising strategy. Advertising campaign for
Coke Diet is conducted from February 2021 to the end of March 2021. In the process of
implementing the advertising strategy, Coca Cola needs to campaign on channels such as social
networks, TV, electronic newspapers, events. To evaluate the success of a campaign, Coca Cola
needs to rely on marketing indicators to decide a new direction.
 TABLE OF CONTENTS
1. Introduction 4
2. Context analysis 4
2.1. Customer context 4
2.2 Business context 5
2.2.1. Corporate and marketing strategy and plans 5
2.2.2. Brand analysis 5
2.2.3. Competitor analysis 6
2.3. Internal context 6
2.3.1. Financial 6
2.3.2. Organisation identity 7
2.3.3. Marketing expertise 7
2.3.4. Agency availability and suitability 7
2.4. External context 8
2.4.1. Key stakeholders 8
2.4.2. Social, political, economic and technological restraints and opportunities 8
3. Communication objectives and positioning 9
3.1. Communication objectives 9
3.2. Positioning 10
4. Audience communication strategy (3Ps) 10
4.1. Pull 10
4.2. Push 10
4.3 Profile 10
5. Advertising media 11
5.1. Implementation (media scheduling) 11
5.2. Budget allocation 12
5.3. Evaluation 12
6. Conclusion 13
7. Reference List 13
1. Introduction
During the Covid-19 pandemic, the Coca Cola Company was facing the right advertising
strategy to maintain its business. Coca Cola has been severely hit by the closure of bars,
restaurants, movie theaters and stadiums, which account for a large portion of their revenue.
This report focuses on planning an advertising campaign idea that has a balance between
rational and one emotional appeal.

2. Context analysis
2.1. Customer context
Segment characteristics
Coca Cola's products are loved by customers of many different ages. However, among
them, customers aged 18-25 are Coca Cola's biggest target group. This is a group of customers
with average income. Customers from 18-22 are mostly students, they have a monthly
allowance. Among them, there are still many customers of this age who have stable jobs.
Clients from 23-25 are young people, most of them have jobs and stable incomes. (Perch, 2020)
In terms of lifestyle, a group of customers aged 18-25 at Coca Cola rewarded to
participate in events for young people. Besides, they also regularly use carbonated beverages.
Coca Cola's customers are of all ages with diverse income levels. Due to the
characteristics of the product and the price, Coca Cola has many customer segments, not
focusing solely on any object.
Levels of awareness, perception and attitudes towards the brand/organization
Coca-Cola is a beverage that typically attends the majority of Vietnamese at the table.
Coca is appetizing with everyone at the party, making happiness when enjoying Vietnamese
food. Coca Cola's products appear from the canteen to restaurants, pubs, marriages.

2.2 Business context

2.2.1. Corporate and marketing strategy and plans
Coca-Cola has implemented many marketing strategies. This corporation is the number
one brand in the beverage, fruit juice, and bottled water market. From its flagship goods,
carbonated beverages, Coca-Cola has immediately expanded its products with many patterns,
shades, and tastes. These products are all labels of Coca-Cola spirits in more than 200 nations
and regions around the planet. (Linh, 2020)

2.2.2. Brand analysis

Mission
The mission statement of Coca Cola is to “rebuild the life of soul, body, and quality,
animate moments of enthusiasm and cheer through our trademarks and activities, and
generate goodness and create a distinction” (Coca Cola, n.d)
Vision
✔ People: Creating the best working conditions that staff could receive the best
motivation.
✔ Profile: Serving to the world with a quality drink brand.
✔ Partners: Building a system providing beverage drinks for clients and suppliers.
✔ Planet: Being faithful national offers a separation by developing and promoting
sustainable societies.
✔ Profits: Maximizing values for stockholders.
✔ Productivity: Being an active, compressed, and fast-growing company.
Coca-Cola has just invested in Vietnam since 1995 but still holds the leading position in
the beverage market with sales and distribution systems in more than 300,000 stores and
agents in all the country. (Coca Cola, n.d)
2.2.3. Competitor analysis
The beverage business in the Vietnam market involves Pepsi, Coca-Cola, Tan Hiep Phat,
Tribeco, Wonderfarm. Among them, the two biggest companies are Coca-Cola and Pepsi.
The competition between two main businesses in the beverage industry has created a
hindrance to entering the market with extremely high possible competitors. At the same time,
there are many options for customers in choosing the most suitable product.

2.3. Internal context

2.3.1. Financial
Coca-Cola announced that sales of the third quarter of 2020 decreased 9% compared to
the same period last year, down to 8.7 billion USD, while profit dropped 33%, to 1.7 billion USD.
 Source: Stock Analysis on Net
Trends improved compared to the previous quarter, Coca-Cola said, with increased sales
to consumers partially compensating for the drop in sales at bars, restaurants, and stadiums.
other channels. In response to the COVID-19 pandemic, Coca-Cola is continuing to make
adjustments to organizational practices and products. (Stock Analysis, n.d)
2.3.2. Organisation identity
For more than a century of existence, Coca-Cola has laid the foundations to become a
total beverage company and is constantly pursuing the mission of “Innovating the World”. It is
not only meant to quench physical thirst, but also inspire a spiritual life and connect people
together.
With outstanding developments in the past 133 years, along with more than 500 brands
loved by millions of people around the world, Coca-Cola has presented the challenges of the
future. The company has always reassessed itself of its role in the development of today's
society. (Coca Cola, n.d)
2.3.3. Brand Positioning
Coca Cola does not target a specific segment but adapts its marketing strategy by
developing new products.
 Cola is popular all over the world and loved by people of all ages while Diet Coke targets
the niche for health conscious people. Coca Cola uses a competitive positioning strategy to stay
ahead of its competitors in the non-alcoholic beverage market. (Coca Cola Journey, 2019)
2.3.4. Marketing expertise
The Vietnamese people's desire for Coca-Cola considers the success of activities pointed
at increasing brand love.
At the MMA Smarties Awards founded by the Vietnam Mobile Marketing innn2019,
Coca-Cola's marketing campaigns won five achievements. (Nghia, 2019).
Coca-Cola was known as the Greatest Brand of the Year in Vietnam, highlighted in the
specified list of seven classes, and won four successes, including three gold medals.

2.4. External context

2.4.1. Key stakeholders
❖ Customers
Coca Cola's most important external stakeholder is the consumer. Without consumers,
Coca Cola would simply be a name, not a commodity or a multinational and global company.
Coca Cola's customers in Vietnam vary from age to level of education or work. Based on the
diverse characteristics of customers, Coca Cola has had success in its product promotion
campaigns. Therefore, Coca Cola needs to maintain customer satisfaction.
❖ Suppliers
With Coca Cola as one of its customers, these suppliers can run and make huge profits
and do business on a continuum. The quality of work that these suppliers performed must meet
the Company's standards. These suppliers assure Coca Cola that their requirements are to the
extent and to be checked.
❖ Competitors are another external stakeholder.
Competitors help Coca Cola to have business strategies to stay strong in the market. It is
in the interest of these external stakeholders to ensure they remain competitive with what
Coca Cola exists and offers.
❖ The media is also an external stakeholder for Coca Cola.
Advertising is used by the Company to introduce existing and new products to
customers. Coca Cola has always capitalized on this by using the media to promote its brand in
Vietnam and around the world. From television, newspapers, magazines, radio and the
internet, the world can find Coca Cola everywhere.
2.4.2. Social, political, economic and technological restraints and opportunities
❖ Social
Vietnamese consumers are young, strong, they are very patriotic, national proud, love
sports, especially soccer, and are creative and want to experiment with new things. Vietnamese
people like to express themselves, care about their own health and their family's health. These
are the main consumer characteristics that the company needs to capture in order to come up
with the right strategies.
❖ Political
The Vietnamese legal system is quite stable and increasingly perfect, creating conditions
for businesses to develop sustainably and compete in a healthy way.
❖ Economic
The growth rate in the 2016-2019 period is quite high, 6.8% /year on average. The
economic and social infrastructure system is concentrated with investment resources. Many
important and large-scale projects and projects have been completed in the period 2016 -
2019; Economic restructuring associated with growth model innovation has been promoted
and achieved many results. (Trading Economics, 2021)
❖ Technological restraints
Technology is increasingly developed and widely used in production. Currently the
company is focusing on research and production of bottles that are easy to recycle and are
environmentally friendly.
❖ Opportunities
Coca-Cola's operations are essentially dependent on supply chain and logistics. Shipping
costs and fuel charges are always developing. Consequently, coming up with some high-level
and enhanced operations for delivery could be a chance.

3. Communication objectives and positioning

3.1. Communication objectives
The main communication objectives of this advertising plan for Coca Cola are:
 Create brand awareness among target customers: This report increases Coca Cola's
product image in the minds of customers and motivates them to buy the product.
Persuasion: In this research, the ideas come up to persuade hotels to choose Coca Cola's
products.
Sales: Increase sales of Coca Cola Diet.
Customer data: Coca Cole Diet is aimed at a group of customers wishing to choose
healthy beverages. Therefore, in this advertising campaign, I want to target customers who are
in the process of losing weight and prefer sugar-free drinks.
KPI: Coca Cola needs to track sales of and/or quantity of Coke Diet products after the
advertising campaign ends. Both of those metrics will give Coca Cola a deeper understanding of
whether sales are growing or not. Specifically, the target for sales of Coca Cola Diet products
should increase 15-20% compared to before.

3.2. Positioning
In Vietnam, Coca-Cola is not only place as the best brand in the beverage field, but also a
company with social responsibility, striving for sustainable development. Coca-Cola remains the
symbol of trustworthiness, inherent uniqueness, and great refreshment. (Coca Cola, n.d)
Emotion appeals: In this campaign, in order to improve effectiveness, Coca Cola's TVCs
need to bring a sense of safety and trust in Coke Diet products that do not contain ingredients
that cause obesity, harmful to health.

4. Audience communication strategy (3Ps)

4.1. Pull
Through the above analysis, I have chosen the pull strategy for Coca Cola Diet which is
the strategy of attracting customers to buy retail or consumers buying Coca Cola Diet by using
marketing tools that directly influence demand such as:
- Advertising on mass media (newspaper, television, Internet, radio, brochure ...).
- Events such as a concert, collect bottles for charity.

4.2. Push
There are two facilities in Hanoi and Da Nang that currently work as two branches of
Coca-Cola in the North and Central of Vietnam. With three production facilities in the North,
Central, and South regions, the company can develop its distribution channels in many areas.
(Nghia, 2019)

4.3 Profile
The best profile generates strong brand equity. Prominent organisations can leverage
their brand equity as part of their communications strategy. To promote the effectiveness of
this advertising strategy, methods such as PR, sponsorship and corporate advertising will be
implemented.

5. Advertising media
First, Coca Cola will choose to advertise in the advertising media. According to research
results published by OnePoll in 2019, many people spend more than 78,000 hours watching TV
their lifetime. Thus, television is one of the most popular modern entertainment channels
today. (Anderer, 2019)
Coca Cola will produce TVCs promoting products on television to convey to all ages.
Besides, the use of television helps Coca Cola convey sound messages, moving images to bring
confidence in the product as well as attract recipients and increase product persuasion.
It can be seen that social media is becoming a powerful advertising tool. Because of its
large number, many witnesses, ages, ... so it is potential to promote products/services to reach
all kinds of consumers, these social platforms can also quickly attract attention.
Besides, the price is also greatly affordable so that enterprises can save on marketing
expenses. The large number of influencers and KOLs with many followers also gives a business
another opportunity to promote their products.
In addition, Coca Cola will use social media to attract customers' attention by producing
and posting viral videos produced by Coca Cola on the official pages of Coca Cola and YouTube.
Making video and PR articles appearing on the internet reinforces the information TVC is
shown in promotional media.
However, in order for the product to attract more customers, the above channels are
not enough, so promotions and marketing events have been added. Promotions are a good
choice in terms of efficiency and definition within the target segment.
5.1. Implementation (media scheduling)
In Coca Cola's Coca-Cola Diet campaign, the company will use the " Continuous method
". The product that Coca Cola is targeting is the diet drink, which is gradually gaining popularity
in Vietnam.
The campaign will drive from arousing customer curiosity in the early stage to the climax
with the event party "Healthy with Coke Diet".
Channels Time Content Frequency

Facebook 8:30 am 3 Everyday

Instagram 9:00 am 3 Everyday

Broadcast media 8:00 pm 1 Everyday

01/02/2021-31/03/2021

YouTube 1pm -10pm 1 Everyday

01/02/2021-31/03/2021

PR Articles 10:30 – 12 am 3 Everyday

01/02/2021-31/03/2021

Website 1pm-2pm 4 Everyday

7/2/2021-7/03/2021

Event Party 6pm – 10:30pm 1 Only 15/04/2021

5.2. Budget allocation

Item Time Budget (VND)
Facebook Ads 3 months (Feb-Apr) 1.000.000.000
YouTube Ads 2 last months (Mar-Apr) 3.000.000.000
Instagram
Ads 2 last months (Mar-Apr) 100.000.000
Website Ads 3 months (Feb-Apr) 400.000.000
PR Articles 3 months (Feb-Apr) 150.000.000
TVC 2 first months (Feb-Mar) 1.500.000.000
Event party 1 day 2.000.000.000
8.150.000.000
Budget for event
Items Time Budget (VND)
Chau Bui 50.000.000
Van Hoa Half a
Palace day 195.000.000 ( 650.000/ person)
Total 245.000.000
The budget plan is suitable and agreeable with the current financial situation of Coca
Cola Company because it occupies huge financial strength, as analyzed above, so the Company
has the adequate financial capacity to invest in the campaign.

5.3. Evaluation
Because Coca Cola's advertising campaign focuses on communication channels to attract
customers to contact and identify the brand through that channel with influencers. Must see if
the interaction on social networking sites after cooperating with Influencer, Facebook, and
Instagram of Coca Cola increases engagement, will there be many new followers? If so, chances
are Coca Cola has reached the right audience.

As for marketing media, Coca Cola focuses on creating TVC content. The way Coca Cola
measures the effectiveness of this channel will be based on audience reach to TVC. The TVC
segment will be broadcast in the golden hour frame at 20 o'clock continuously in the first
month. When signing the contract, TVC asked the broadcaster to exchange data on the number
of viewers in the TVC segment. Not only the number but also the age and interest of the
audience will be reported by Coca Cola.

6. Conclusion
In short, the campaign "Healthy With Coke Diet" of Coca Cola will aim at improving the
profitability of the Company. More importantly, the campaign also aims to increase the brand
value and polish the image of Coca Cola in the public eye. With all the phases (Situational
Analysis, Campaign Targeting, Content Creation, Media Plan Building, and certain methods of
control & evaluation), this ad campaign features can be successful when steps are taken
seriously with the necessary resources being applied correctly.
7. Reference List
Anderer, J., 2019. The average person will spend more than 78,000 hours in front of the
television over their lifetime according to findings released by OnePoll in 2019, proving that
television is one of the most popular modern entertainment channels today.
https://www.studyfinds.org/survey-the-average-adult-will-watch-more-than-78000-hours-of-
tv/
Anh, B. (n.d). Marketing lessons from Coca-Cola's Global Director. Brand Vietnam.
https://www.brandsvietnam.com/congdong/topic/18898-Nhung-bai-hoc-ve-marketing-tu-
Giam-doc-toan-cau-cua-CocaCola
Coca-Cola Co. (NYSE:KO). (n,d). Stock Analysis.
https://www.stock-analysis-on.net/NYSE/Company/Coca-Cola-Co
Coca-Cola and the SME community sow the seeds of sustainable development. (2019).
Coca Cola Journey. https://en.cocacolavietnam.com/stories/coca-cola-and-the-sme-
community-sow-the-seeds-of-sustainable-dev
Introduction about Coca Cola. (n.d). Coca Cola Vietnam.
https://www.cocacolavietnam.com/ve-cong-ty-coca-cola
Khang, N. (2020). Coca Cola's Marketing Strategy. HBR.
https://hbr.edu.vn/marketing/chien-luoc-marketing-cua-coca-cola-ong-vua-nuoc-giai-khat-co-
ga.html
Linh, T. (2020). Analysis of marketing mix strategy of Coca Cola. Marketing AI.
https://marketingai.admicro.vn/chien-luoc-marketing-mix-cua-coca-cola/
Lifestyle of Vietnamese people after the COVID-19 pandemic. (2020). Q&me.
https://qandme.net/vi/baibaocao/phong-cach-song-cua-nguoi-viet-nam-sau-dich-covid-19.html
Nghia, T. (2019). What is Coca Cola's marketing strategy? Price strategy of coca cola.
Agency Vietnam. https://agencyvn.com/chien-luoc-marketing-cua-coca-cola
Perch, B. (2020). Coca-Cola Target Market. The Social Grabber.
https://thesocialgrabber.com/coca-cola-target-market/
 Tarah, N. (2020). Vietnam economy in 2020, keeping taking off incredibly or not?
Vietnam Times. https://vietnamtimes.org.vn/vietnam-economy-in-2020-keeping-taking-off-
incredibly-or-not-18274.html
Vietnam - Economic Forecasts - 2020-2022 Outlook. (2020). Trading Economics.
https://tradingeconomics.com/vietnam/forecast