Marketing Plan Cocacola Vietnam free essay sample

It consists of examining market research, auditing situation analysis and carefully scrutinizing the soft drink industry and possibilities for Coca Cola in the market. We have carefully analyzed the internal and external business environments and critically examined the industry in general, considering all external threats and opportunities. 2. Introduction In  1886,  Coca-Cola  was first  introduced  to the public, which  attracted  the attention  of most people  who enjoy the  colorful and unique beverage. Today, the  name Coca-Cola  soft drinks  is regarded as  a symbol  of America,  not  just in America but almost  200  countries around the world. Demographic analysis Vietnams population is currently around 86 million people, an average annual increase of 947 thousand people. Vietnam is a country of many races: there are 54 ethnic groups, in which the Vietnamese are the most numerous. The Vietnamese account for about 86% of the population throughout the country and people live in the delta, while most other ethnic group living mainly in midland areas and mountainous areas. We will write a custom essay sample on Marketing Plan Cocacola Vietnam or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Results from a sample  survey figures showed today, Vietnam is in a period of demographic bonus, the period that the population of working age more than twice that age groups population depends. However, our country also began to enter the period of aging. In addition to the youth market factors, consumer incomes in urban Vietnam have increased significantly in recent years. In a certain extent, this will continue to affect consumer habits and lifestyles of the people of Vietnam. Large population and increasing every year, the population concentrated in the plains, and large cities, so this area is the primary market. Population structure of gold will bring opportunities for companies in the industry have been the source of child labor, skilled. 2. SWOT Analysis: Coca-Cola contains caffeine and caramel which can adverse effects on the teeth (if prolonged) which is an issue for health care. It also has got sugar by which continuous drinking of Coca-Cola may cause health problems. Being addicted to Coca-Cola also is a health problem, because drinking of Coca-Cola daily has an effect on your body after few years. . c) Opportunities: Brand recognition is an important factor in affecting Cokes competitive position. Coca-Colas brand name is known well throughout 94% of the world today. The main concern of Coca Cola Marketing Strategies has been just to improvise its system and make it even more recognizable. The bottling system of Coca Cola allows the company to take advantage of its growth opportunities. d)Threats: The main threat is Price. A small increase in price, let’s say just 1 rupee will have a drastic effect on sales. Only because people will go for the next available substitute i. e. Pepsi so price change is a major factor in affecting Sales of coca cola and in marginal profits. Coca Cola can face major losses if it goes for a sudden increase or decrease in price. 4. Market objectives Cocacola_tap maker the worlds largest fresh water it has been successful in many countries around the world so as to penetrate into Vietnam market cocacola has chosen a strategy to serve the entire market. Initially, cocacola focus on market segments that demand characteristics and population density have higher rates. In the period of market access in Vietnam based coacola respectively north (Hanoi), central Da Nang), south (Ho Chi Minh) and gradually expand to the neighboring city. After having studied the Vietnam market, cocacola identified these cities that are capable of very high consumption of their products Overall beverage market in Vietnam is considered high potential. So, that Coca Cola has begun to penetrate from 1960, and until December 2 / 1994 shall continue to come back (after the embargo on American trade. ) Estimated market will continue to grow significantly  in the coming years (2012 will increase 46% over 2007). Coca Cola assessment Vietnam will grow dramatically in the next 10 years, maybe the top 25 markets most of its potential. So make coacacola market segments primarily by geography (focus on large cities where the population density and high frequency of use) and demographic (primarily youth-type objects  demand for high). It is also a target market of cocacola. Coca-Cola only works in the field of beverages, including drinking water, drinking alcohol and carbonated drinks. The company has created a lot of drinks with flavor, different models to meet the diverse needs of customers, such as low gas Coke, Sprite, Fanta, Coke and Vanilla flavor, Coke, juice,. In recent years, the company has research and development constantly adding new products to serve consumers Vietnam Joy as bottled water, energy drink Samurai, Sunfill fruit pulp, and add more flavor  new position for the traditional products to meet the tastes and the tastes of Vietnam as Fanta Lemon, Fanta Strawberry, Lemon Soda, etc. Coca-Cola Company continues to do long-term commitment in Vietnam and innovation to meet the increasing demand in the beverage market dynamics and potential in Vietnam 5. Price strategy Cocacola product price is based on buyer perceptions of value. They see the buyers perception of value rather than the sellers cost which is an important basis for pricing. They use the cost factor prices in the marketing mix to build perceived value in the minds of buyers. Rates are set also based on the perceived value. Cocacola pricing has strategy of market penetration: unlike the high pricing strategy to refine market strategy, business valuation cocacola new products to the relatively low market penetration, in the hope that will attract  a large number of customers and gain a large market share. Discount pricing: most enterprises cocacola will adjust its prices to commercial customers who prepay, buying large quantities of cash payment discount. In other words, a discount is given to customers who buy products in bulk. The price of the product regardless of the form: according to models and the product of Cocacola items are priced differently, but the rate of stocking differs. Price may depend on product category: cocacola enterprises often produce many types of products and goods. They vary in brand, form, size, and signal power so that they are priced at different scales. Currently, the price of Coke products in the market is higher than that of same products, respectively, but the difference in price is not high. 6. Distribution The  products  Coca-Cola  are produced in  three  bottling plants  located in  Ho  Chi Minh  City, Hanoi  and Danang. In 2001,  Vietnam government  agreed to allow  three  bottling plants  merged  under  the centralized management  structure,  in which  the  Coca-Colabottling plants were built  in Vietnam . Two  bottling plants  in Hanoi and  Da  Nang  are operating  as  two branches  of  Coca-Cola  Company  in northern and in middle part of Vietnam. With  three  manufacturing plants  in the  north, central and south  enabling  companies  to expand  the distribution network  in the  area,  to provide adequate  product  for  the  subsidiaries  in  this area. For  beverage products,  the distribution  is important,  the  Pepsi  on  the Vietnamese owns more than  Coca  distributors, so  Coca  continues to  expand  distribution network through  cafes, restaurant,  and  attract  dealers  by increasing  the  support of  agents  such as accompanying gifts ,  decorating  shop  support,  financial support†¦ 7. Advertising One of the secrets for the success of Coca-cola is advertising activities. Everyone knows that the quality and taste of Coca-Cola has not changed for more than 100 years. However, they take advantage of advertising activities, marketing to build a popular brand. Coca-Cola is one of the few companies spend an amount equivalent to the cost of production to polish brand right from the start. In addition, the confidence of the Coca-cola is what makes the brand today, which is expressed in their advertising slogans. The motto such as The great national temperance beverage (1906), 6 million a day (1925), The only thing like Coca-Cola is Coca-Cola itself (1942), What you want is a Coke (1952)  Coke is it (1982) and Always Coca-Cola (1993) have demonstrated ambition and confidence of the brand. Coca Cola has always invested in the advertising strategies of its products. At the retail stores and in supermarkets, Coca Cola products are always eye-catching. To obtain this privilege, Coca Cola has to pay a huge amount of money. They always take an active priority for advertising their products to people through television, newspapers, activities and games. According to media companies and market research TNS Vietnam, Coca-Cola in Vietnam has spent about U. S. $ 1. 5 million for product advertisements on television and in newspapers in 2008. The advertising of Coca really attracts the attention of people with unique ideas, creativity. New commercials of Coca came up with Mr BRRRRRRRrrrr, the Happiness Factory and most recently with ad ideas on how to celebrate the victory of the famous football star with the official song of World Cup 2010. 8. Promotion For the success of Coca-cola on the Vietnam market today, these marketers have taken advantages of communication tools. Understanding the psychology of consumers, Coca-cola is aware that promotional activities are one of the best tools to promote the image of the product to consumers. Coca-Cola Company has recently launch promotions across the country for young dynamic â€Å"Flip Win.   The difference of this program with other promotions is that they consider group rather than an individual. This spirit is reflected from a winning formula: pair of cans to bottle caps or rings to win prizes that young people are interested in . Customers purchasing the product bottles and beverage cans produced by Coca-Cola Vietnam, such as Coca-Cola, Fanta Orange, Sprite, Samurai, Thums Up will have a chance to win the attractive prize Piaggio LXV  125, mobile phone Sony Ericsson W700i, T-shirts, clocks and Coca-Cola The awards are not merely objects but also show how to use young people as well as expressing the personality style of life they enjoy. Young people drinking bottles or cans of Coca-Cola products will have bottle cap ring shaped half of the prize. If they put together 2 cans lids or two rings to make a prize sign they will win. So chances of winning will be higher if the customer are together to coordinate and collect information of luck. The use of other forms of promotion not only allows the companys sales increase, but it captures the value that the company gives its customers. This is a powerful communication tool not only for Coca-cola but most companies to grow its market share. 9. Multi-strategies Coca-Cola Vietnam often organizes interesting activities and meaningful to customers, especially for the youth. These activities create an innovative, dynamic, optimistic, happy image. These activities can enhance the relationship between Coca-Cola and consumers. One of the successful campaigns is Happiness Factory campaign: to show the world is full of passion and a bottle of Coca-Cola can inspire consumers, which are held in many creative activities. On this occasion, Coca-Cola also spent nearly a million of trial products to consumers in big cities like Hanoi, Ho Chi Minh City and Can Tho. Another one is Sing with Coca-Cola the opportunity for young people to sing and discover new talents. As one of the celebrated series of operations of the campaign is BRRRR drink Coca-Cola is being implemented nationwide contest  SUMMER BRRRR-KOOL is organized to encourage the spirit of experiencing new things in life which is full of joy and inspiration. Coca-Cola would like to bring a fresh and entirely new, unique and like no other experience to consumers. Coca-Cola campaign organization Coca-Cola There are always delicious dishes: to promote the culinary culture of Vietnam through many fun activities including reality TV program cooking competition  . Meal is an opportunity for people to gather, chat and enjoy delicious food together. A delicious meal with a fun atmosphere increases the emotional bond between family members, friends, colleagues Thus, Coca-Cola made the Coca-Cola There are always delicious dishes to promote and enrich the cultural cuisine Vietnam as well as combine food and enjoy a mix to bring your appetite and bringing people closer together. Coca-Cola has sponsored the reality TV showcooking competition: 9 am Sunday aired weekly on Channel HTV9 starting 18/10, replay at 10h20 on Saturday  HN1 channels and Friday 20h30, 10h30 Saturdays on Channel HTV3. This is not just an entertaining program, but also a knowledge of food supplements, to help you have more information to choose foods that are good for your health, know how to prepare favorite dishes, as well  as there are exciting moments with friends and family. Coca-Cola also provides professional culinary sites with useful information on Channel 14 at: http://duataiamthuc. kenh14. vn/: Here, the young participants can register and update about the cuisine compete with Coca-Cola, answer questions to win weekly prizes and share with friends about the delicious food, the specialty of each region along  addresses the national cuisine. On this occasion, Coca-Cola also provides 300,000 free trial samples at restaurants, cafes in two urban areas of Hanoi and HCMC. The program Sharing the same one the best? For Coca-Cola beginning in the people you love : send hundreds, thousands of good wishes to the people all over the country. Special programs beginning in Coca-Cola will spend the same amount of 233,420,000 corresponding to 46,684 words of love you have given the close friends during the time of the program to support community programs for Clean Water  the same. With this significant program, this years New Years clients not only share the love with coca, but also contributes to the community. Cokes new campaign inspired, especially the activities celebrating winning a complete improvisation. Fans can share the joy of victory through music, interactive events. In addition, the programs parade trophy World Cup (Coca-Cola FIFA World Cup Trophy Tour) will be the focal point in this chain of events. The message of this activity is: Together Coca-Cola Celebrate South Africa win the World Cup.   Gold Cup through the journey through 86 countries before handing the championship team in South Africa in the summer. Vietnam is the 2nd stop of the official journey around the world, after the departure earlier this month in India, 1 / 2010. Coca-Cola to bring our customers and also football fans the chance to see firsthand and take photo with the most prestigious gold trophy this planet. The activities of the festival called on fans to express the spirit of optimism and passion for football to harmony with the spirit of sports enthusiasts worldwide. With this event, fans have  opportunity to see firsthand the most prestigious gold trophy planet, also participate in recreational activities such excitement: take photo with the gold trophy, watch 3D movies on the exciting moments of  FIFA World Cup, a battle of the game exciting challenge, Coca-Cola is served free of charge and many other exciting activities. As World Cup approaching, Coca-Cola Vietnam for fans Vietnam contest Celebrate Endless fun with attractive award final. Thereby, on 15 / 3 until 31 / 5, fans will post the clip to celebrate goals penned http://www. coca-cola. zing. vn/ website. Persons with impressive clips celebrating goal have highest number of votes on this web page will be rewarded to South Africa with a capacity of 12 young football talent in The Global Football Camp Coca-Cola  South Africa 2010 in June. TV viewers will decide which 12 will face South Africa won the power to participate in The Global Football Camp Coca-Cola South Africa 2010 in June to come through the reality television program by VTV  implementation, training records images, challenges and competition of 24 applicants and broadcast on VTV3. All recruitment activities, training, and daily challenges of the children in The Global Football Camp Coca-Cola South Africa 2010 as well as in 4-day training will be focused this broadcaster  Vietnam and the recording into a 12 episode reality TV, broadcast on VTV3 each week at 7 pm, and again on Thursday next three weeks on VTV6 at 20h45 with time approximately 30 minutes per file. Over 12 episodes, outside activities and challenging training, viewers will see the story with the emotional and happy and sad memories of the children throughout the program. Team with highest number of votes from viewers during the broadcast will win South Africas capacity to participate in The Global Football Camp Coca-Cola South Africa 2010 in June to come. Through the program, they meet and exchange with brand ambassador of Coca-Cola is the field of music singer Phuong Vy. In addition, they also see the video clip celebrating goals of the players, the team known for creating a way to celebrate the unique goals of the individual and the team. In four days of training under the guidance of coach Trieu Quang Ha, professional groups and two representatives of VFF brand ambassador of the sport in the Coca-Cola is the national players and the football players of Binh Duong club player Philani South African, 24 children were divided into two teams (each team 12 children) to be trained in basic professional football, pass the loopchallenge and compete directly antagonistic. Conclusions After completing our project we have come up with following recommendations for the Coca Cola Company, which are following: †¢ So the Coca-Cola Company should think about bringing innovations in their products for example new diet flavors or maybe more juices so as to fulfill the need of local market. †¢ Marketing team should try to increase the availability of Coke in rural areas. †¢ Coca Cola Company should think about producing Coke Can locally. Because currently coke Cans are only smuggled from abroad and sold at high prices. The Coca Cola Company can capitalize on this factor.