Ho Phuong Hong MM ID: 17110021 CASE VJU_MBA02 STUDY CASE STUDY Coca-Cola Vietnam and ‘Cultural Leadership’ Campaign AN OVERVIEW OF MARKETING CONTENT Unilever, Cisco, Coca Cola, PepsiCo, etc. Not Nowadays, especially in the Internet era, there only that, it is the most effective marketing tool is no shortage of products and services, only of a thousand of small businesses. So, what is customers. As a result, Internet provides for the content marketing? customer a giant information store as well as According to the definition of google dictionary, giving them a ton of options. Thus, it is content marketing is a type of marketing focus important to know how to make the difference on creation and sharing of information in a for your business to make attention from variety of formats (e.g. videos, news, e-books, customer and pursue them choose your products infographics, emails newsletters, blogs, social under the information chaos times. There is no media posts, photos, etc) that does not directly doubt that the traditional marketing is becoming promote a brand but is intended to stimulate less and less effective by day and there exist the interest in firms’ products or services. Content better solution is content marketing. As marketing helps firms create sustainable brand everyone know, there exist a huge number of loyalty markets are using content marketing. For information to consumers to create a willingness instance, content marketing is used by many to purchase products in the future. famous brands all over the world, e.g. P&G, 1 as well as providing valuable Ho Phuong Hong MM ID: 17110021 CASE VJU_MBA02 STUDY COCA-COLA VIETNAM AND ‘CULTURAL LEADERSHIP’ CAMPAIGN C oca-Cola is one of the most well- the messages easy to spread and creating the known in success of campaign. Through campaign with Vietnam. Coca-Cola has more than the keyword ‘Happiness’, Coca-Cola has 2500 employees including 99% are local hires at defined clearly ‘what is happiness?’, Coca-Cola its three plants in Ho Chi Minh City, Da Nang believes that ‘Happiness is the chain of positive and Hanoi. Coca-Cola brands in Vietnam: Coca- emotions when we are filled with joy and Cola, Coke Light, Coke Zero, Sprite, Fanta, sometime it comes to you unexpectedly. In Minute Maid Nutriboost, Minute Maid Teppy, addition, Happiness is at the moment, it does not Schweppes, Dasani and Aquarius. belong to the past or shaped in the future. Not only Coca-Cola, many international brands In Vietnam, Coca-Cola has organized many have chosen ‘Happiness’ as a message sent to programs such as "Happy Bus" - a shuttle bus their customer. However, as a prestigious brand for students from the city center to the university all has campus. Not only that, Coca-Cola launched the successfully attracted worldwide people with campaign ‘Share a Coke’ with its happiness lies ‘Open Happiness’ since 2009. In every market, in the way people connect, give each other the Coca-Cola brings Happiness to customers based bottles or Coca-Cola cans printed the names of on the social and cultural con texts that makes friends and relatives. around the international world, brands Coca-Cola Source: ‘The real gift of Tet’ video 2 Ho Phuong Hong MM ID: 17110021 CASE VJU_MBA02 STUDY The idea of Happiness constantly brings "Happiness comes from changing prejudices in inspiration and creativities to Coca-Cola’s the society, bringing a better life". marketers. The strategy ‘Cultural Leadership’ is Under the atmosphere of preparation for Tet also associated with ‘Happiness’ and helps 2015, the short film named ‘The real gift of Tet’ Coca-Cola affirming its position in beverage which was widely shared on all Vietnamese industry. Many programs including ‘Crazy for social networks at that time. This is also one of good’, ‘There are the reasons for a better world’ the ‘Cultural leadership’ campaigns of the in another markets, not only brings joy but also company. Tet gifts are a cultural feature of the change the prejudices in society. In particular, traditional Vietnamese New Year. However, the these humanistic, economic development of the society easily contributing to the orientation of cultural values, makes people confuse the value of Tet, making helping consumers live optimistically and feel Tet accidentally become shopping season happier. Coca-Cola tentatively states that instead of family reunion. programs are deeply Source: ‘The real gift of Tet’ video After releasing the short films ‘The real gift of Tet’, the has succeeded in influencing the prejudices and awareness of more than million Vietnamese about Tet. Understanding consumer psychology and Vietnamese culture, the film used the image of Tet’s gifts to reflect that the financial pressure makes Vietnamese forget the real value of Tet holiday. In the other words, they cannot completely enjoy Tet with family unless leaves Tet preparation pressure behind. To change Vietnamese awareness 3 Ho Phuong Hong MM ID: 17110021 CASE VJU_MBA02 STUDY about Tet, Coca-Cola sent them the meaningful message ‘The most beautiful gift of the New Year is family reunion’. As a result, ‘The real gift of Tet’ has been shared by nearly 7 million views and is highly appraised by socio-cultural experts. Source: ‘The real gift of Tet’ video In conclusion, due to releasing ‘The real gift of Tet’, Coca-Cola has been extremely successful in building customer’s loyalty by providing the valuable message to them. Besides, Coca-Cola is not only reputable beverage brand but also becoming a brand of happiness and persistently create joyful moments for millions of people every day. Consequently, it enhances the trust of customer and raises Coca-Cola position in their mind. In the other words, it indirectly increases customer’s willingness to purchase Coca-Cola products in the future. REFERENCES 1. Wikipedia, ‘Content Marketing’, https://en.wikipedia.org/wiki/Content_marketing, retrieved 3-72918 2. Nhan Doanh, VNExpress, ‘Coca-Cola – Nhãn hàng của hạnh phúc’, established 13-2-2015, https://kinhdoanh.vnexpress.net/tin-tuc/doanh-nghiep/doanh-nghiep-viet/coca-cola-nhan-hangcua-hanh-phuc-3147220.html, retrieved 3-7-2918 3. PV, Infonet, ‘Coca-Cola và bài học marketing từ thông điệp hạnh phúc’, established 13-2-2015, http://cafebiz.vn/cau-chuyen-kinh-doanh/coca-cola-va-bai-hoc-marketing-tu-thong-diep-hanhphuc-20150213164234275.chn, retrieved 3-7-2918 4 QUESTION 1. How many plant does Coca-Cola have in Vietnam? .................................................................................................................................................. .................................................................................................................................................. 2. What is Marketing Content? .................................................................................................................................................. .................................................................................................................................................. 3. What are Marketing Campaigns Coca-Cola launched in Vietnam? .................................................................................................................................................. .................................................................................................................................................. 4. When and where the “The real gift of Tet” campainge was issued? .................................................................................................................................................. .................................................................................................................................................. 5. Who are targeted customer of “The real gift of Tet” Campaign? ............................................................................................................................................................. ............................................................................................................................................................. 5
