VIETNAM NATIONAL UNIVERSITY
UNIVERSITY OF LANGUAGES & INTERNATIONAL STUDY
FACULTY OF LANGUAGES EDUCATION & PROFESSIGNAL DEVELOPMENT
----------
REPORT OF INTRODUCING TO MARKETING
ANALYSIS OF THE MARKETING ASPECTS OF THE COCA COLA
COMPANY
Lecturer: Ph.D. Le Thi Thu Mai
Major: Economic – Finance
Class: SNHU.20E6
Group: 1
1. Đoàn Thị Phương Thảo
2. Kiều Hoàng Lan Hương
3. Hoàng Phương Thảo
4. Nguyễn Thị Kiều Linh
5. Hoàng Minh Anh Tú
6. Nguyễn Thị Quỳnh
7. Đặng Thị Lành
Hà Nội, 14 tháng 8 năm 2022
MKT 113: COCA COLA COMPANY
Table of Contents
GENERAL INFORMATION................................................................................................................................3
WEEK 2: COMPANY ANALYSIS ......................................................................................................................4
Brief history of Coca-Cola: ............................................................................................................................4
I.
1.
Overview of Vietnamese Coca-Cola: ........................................................................................................4
2.
History and development: ..........................................................................................................................4
3.
Company logo: ............................................................................................................................................6
II.
Strategic Marketing Planning of Coca-Cola ............................................................................................7
1.
Where are we now? ....................................................................................................................................7
2.
Where do you want to go? ...................................................................................................................... 10
WEEK 3: THREE TRENDS RELATE TO EACH OF THE FIVE FORCES AS SOCIAL, ECONOMIC,
TECHNOLOGICAL, COMPETITIVE AND REGULATORY ASSOCIATED WITH COCA-COLA .... 13
Social forces .................................................................................................................................................. 13
I.
1.
Demographics: ......................................................................................................................................... 13
2.
Economic forces ....................................................................................................................................... 14
3.
Coca – Cola’s competitors in the industry ............................................................................................ 15
WEEK 4: UNDERSTANDING CONSUMER BEHAVIOR ........................................................................... 22
IDENTIFY THE CONSUMERS WHO ARE MOST LIKELY TO BUY COCA – COLA PRODUCT
22
I.
1.
Demographics characteristics: ............................................................................................................... 23
2.
Behavioral charateristics: ....................................................................................................................... 24
3.
Geographics characteristics: .................................................................................................................. 24
4.
Psychographic characteristics: ............................................................................................................... 24
II.
1.
III.
DESCRIBE THE PRODUCT................................................................................................................. 25
The main points of difference Coca Cola. ............................................................................................. 25
MAIN EFFECTS ON THE PRODUCT ................................................................................................ 27
1.
Marketing mix ......................................................................................................................................... 27
2.
Psychological ............................................................................................................................................ 29
3.
Sociocultural ............................................................................................................................................ 30
WEEK 5: MARKETING RESEARCH ............................................................................................................. 31
COLLECT CUSTOMER FEEDBACK .................................................................................................... 31
I.
1. Coca Cola uses Big Data for market research .......................................................................................... 31
2. The Coca-Cola Vanilla ................................................................................................................................ 32
II.
IDENTIFY WHICH DATA YOU NEED .............................................................................................. 32
III.
THE EFFECTS ON THE METHOD ON THE PRODUCT AND THE COMPANY ...................... 33
MKT 113: COCA COLA COMPANY
1.
Advantages ................................................................................................................................................ 33
2.
Disadvantages ............................................................................................................................................ 33
WEEK 6: MARKET SEGMENTS .................................................................................................................... 33
COCA - COLA MARKET SEGMENT ..................................................................................................... 33
I.
1.
Geographic ............................................................................................................................................... 33
2.
Demographic ............................................................................................................................................ 34
3.
Psychographic Segmentation .................................................................................................................. 34
4.
Behavioral Segmentation ........................................................................................................................ 35
II.
2 KEY PRODUCT DIFFERENCES TO MEET EACH MARKET ................................................... 35
1.
Segment 1. Geographical segmentation ................................................................................................. 35
2.
Segment 2: Demographic Segmentation ................................................................................................ 36
3.
Segment 3: Segmentation by psychology ............................................................................................... 36
4.
Segment 4: Segmentation by behavior................................................................................................... 37
WEEK 8: MANAGING SUCCESFUL PRODUCTS, SERVICES, AND BRANDS. .................................... 39
COCA - COLA PRODUCT LIFE CYCLE: ............................................................................................. 39
I.
1.
Price .......................................................................................................................................................... 39
2. Direct distribution ...................................................................................................................................... 40
3. Retail distribution ........................................................................................................................................ 41
4. Supermarket and agent distribution channel ........................................................................................... 42
5. Restaurant distribution channel................................................................................................................. 42
WEEK 10: MANAGING MARKETING CHANNELS AND SUPPLY CHAINS ........................................ 45
I. Coca Cola distributes products to target channels ....................................................................................... 45
1. Distribution model of Coca Cola ................................................................................................................ 45
2. Coca-Cola's focal market ............................................................................................................................ 45
3. Selling at the most profitable direct selling points: .................................................................................. 46
4. Activity time:................................................................................................................................................ 46
WEEK 11: INTEGRATED MARKETING COMMUNICATIONS AND DM ............................................. 47
1. Campaign advertising ................................................................................................................................. 47
2. Direct Marketing ......................................................................................................................................... 48
3. Promotion ..................................................................................................................................................... 48
4. Public Relations ........................................................................................................................................... 50
5. Personal Selling............................................................................................................................................ 51
MKT 113: COCA COLA COMPANY
GENERAL INFORMATION
Company name: The Coca – Cola Company
Founded year: 01/01/1994
Hotline Review: 1900555584
Charter capital: 12.376 billion VNĐ
Address: 485 Highway Hanoi, Linh Trung ward, Thu Duc district, Ho Chi Minh city.
Tax code: 0300792451
Fax: 028-38972831
Tel: 028-38961000
E-mail: vu@coca-cola.com
Website: http://www.cocacolavietnam.com
Fields of business: In Vietnam, Coca-Cola provides 8 main drinks - soft drinks (sugar or
sugar free), energy drinks, juices, fruit milk drinks, coffee, complementary drinks for
activities. sports, ionic supplements and tea.
The position of Coca-Cola Company: For many years, Coca-Cola has always been one
of the multinational corporations with great contributions to the economy. In the beverage
industry alone, with a total investment of nearly 1 billion USD since 1994, Coca-Cola has
become the largest foreign investor in Vietnam.
These efforts have made Coca-Cola one of the top 3 enterprises honored by the Vietnam
Chamber of Commerce and Industry (VCCI) as "Sustainable Development Enterprise" in
2018, 2019 and 2021. The business was also honored by Career Builder in the highest
position in the survey results "Favorite Employers in Vietnam" in 2019, selected by
Anphabe as "The Best Place to Work" in 2019 and recognized by HR Asia as “Business
with the best working environment in Asia” 2020.
Leaders: Chairman of the board: Muhtar Kent.
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WEEK 2: COMPANY ANALYSIS
I.
Brief history of Coca-Cola:
Coca-Cola is the number 1 carbonated beverage company in the world. Today, the
name Coca-Cola beverage is almost considered an American symbol, not only in the US
but in nearly 200 countries around the world. The company strives to refresh the market,
enrich the workplace, protect the environment and strengthen the public tradition.
Coca-Cola (also known as Coke) is a soft drink trademark registered in 1893 in
the United States. The father of Coca-Cola was the pharmacist John Pemberton and in the
understanding of the American people at that time Coke (Coca Cola) was an oral drug.
Later, when he bought Coca Cola, Asa Griggs Candler - The financial leader Coca Cola's
top three have changed the minds of American people about the image of Coca Cola
1.
Overview of Vietnamese Coca-Cola:
Coca-Cola is one of the most famous international brands in Vietnam. Coca-Cola
Vietnam currently has factories located in Ho Chi Minh City, Da Nang and Hanoi,
creating about 4,000 jobs directly as well as indirectly creating 6 to 10 times more jobs
from its operations. in its supply chain. With the orientation to become a comprehensive,
consumer-oriented beverage company, the company is constantly improving and
providing a wide range of quality and diverse beverages, including low-sugar and sugarfree product lines, at the same time diversifying models and expanding business coverage
everywhere. Coca-Cola's beverage brands in Vietnam include Coca-Cola, Coca-Cola
Light, Coke Zero, Sprite, …
2.
History and development:
February 1994: Coca-Cola returned to Vietnam within 24 hours after the US lifted
the trade embargo against Vietnam.
August 1995: Coca-Cola Indochina Pte Limited Company (CCIL) entered into a
joint venture with Vinafimex – a state – owned enterprise under the Ministry of
Agriculture and Rural Development, forming a carbonated beverage company. Coca-Cola
Ngoc Hoi in Hanoi.
September 1995: Coca-Cola Indochina Pte Ltd (CCIL) entered into a joint venture
with Chuong Duong Beverage Company, forming Chuong Duong Coca-Cola in Ho Chi
Minh city.
January 1998: Coca-Cola Indochina Pte Ltd (CCIL) continued to enter into a joint
venture with Da Nang Beverage Company, forming Coca-Cola Non Nuoc Co, Ltd.
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October 1998: The Vietnamese government allows joint venture companies in the
South to convert to 100% foreign invested companies.
March 1999: The Government allowed Coca-Cola Indochina to buy back all shares
in the Joint Venture in the Central region.
August 1999: The Government allowed the transfer of Coca-Cola ngoc Hoi joint
venture into the form of a 100% foreign-owned enterprise with the name Coca-Cola Hanoi
Beverage Company.
January 2001: The Vietnamese Government allows the merger of 3 businesses in
3 North, Central and South regions into a unified company called Coca-Cola Vietnam
Beverage Co, Ltd, headquartered in Thua Thien Hue. Germany, Ho Chi Minh city and 2
branches in Ha Tay and Da Nang.
On March 1, 2004: Coca-Cola Vietnam was transferred to Sabco - one of the
famous Coca-Cola bottling groups in the world.
2004 - 2012: After becoming a 100% foreign-owned company, Coca-Cola Vietnam
Beverage Co., Ltd. continuously reported losses for many years despite the steady increase
in revenue every year. Specifically, in 2004 Coca-Cola Vietnam's revenue was only VND
728 billion, but in 2010 this figure increased to VND 2,529 billion, nearly 3.5 times higher
in 7 years. However, the company still reported a loss.
2012: Coca Cola Vietnam took over the bottling operation from Sabeco in this
market again.
2013, 2014: After the public stirred about Coca-Cola reporting losses, and
suspicions of transfer pricing and tax evasion, this was the first year Coca-Cola reported
a profit after many consecutive years of losses. Specifically, the profit in 2013 and 2014
was 150 and 357 billion dong, according to the data announced by the tax department of
Ho Chi Minh City.
2015-2019: The company continuously grew in revenue and profit, so the company
started paying taxes.
In 2019: Coca-Cola Vietnam was recognized as the top 2 sustainable businesses in
Vietnam by VCCI and the Top 1 favorite employer by Career Builder.
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MKT 113: COCA COLA COMPANY
3.
Company logo:
Coca-Cola is the most popular soft drink in the world. Produced by
the Coca-Cola Company, it is sold in more than 200 countries and
is often referred to simply as Coke.
When John Pemberton first invented what became known as "coca"
in the late 19th century, his original intention was only to see it as
a "medical invention," but Coca-Cola later had an impact. to the
freshwater market during those decades. The Coca-Cola logo, as
well as the company's brand, has been rated as the most recognizable in the
world.
The first Coca-Cola logo was designed in 1885 by John Pemberton's colleague
and librarian Frank Mason Robinson. With the idea that two Cs would look great
in advertising, Robinson came up with the name Coca-Cola. and used its cursive
type as the company's logo.
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MKT 113: COCA COLA COMPANY
II. Strategic Marketing Planning of Coca-Cola
1.
Where are we now?
a)
Competitors:
Year of birth: Coca-Cola is a beverage product, invented in 1886 in Columbus,
Georgia by John Stith Pemberton.
Main competitors to Coca-Cola in Vietnam:
TÂN HIỆP PHÁT
PEPSICO
HABECO
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b)
Competitor analysis:
Competitor Established Factors Market Strengths
in
share
Vietnam
Coca-Cola 1886
3
41.3% - Strong
brand
identity.
- Access to a
wide market.
- World wide
construction.
- The largest
brand
association
and customer
loyalty.
Pepsico
1898
6
22.7% - Famous
brand.
- Wide range
of product
samples.
Habeco
2003
1
Tân Hiệp
Phát
1994
4
25.5%
8
Weakness
- Fierce
competition
with Pepsi.
- Low
commodity
diversification.
- Controversy
about
packaging
(plastics)
- Disadvantage
of being a
latecomer.
- The product
does not
protect the
nutritional
standards.
-The
The product
company has distribution
a long
policy is still
tradition,
limited in
known for
distribution
many
management,
generations.
such as
- Wide
approving the
distribution
issuance of
and sales
books to be a
network
distribution
nationwide.
agent.
- Mainly focus
Technological on developing
lines, modern in the
production
domestic
facilities.
MKT 113: COCA COLA COMPANY
- High quality
human
resources.
- The Board
of human
resources and
a vision.
- Invest in
research and
development.
market, no for
export.
- Financial
potential is not
strong enough
compared to
foreign
companies.
c)
Competence:
Coca-Cola cares about all different types of customers (from the elderly to the
young)
Coca-Cola is making continuous efforts:
+) To refresh the world
+) To inspire moments of optimism and happiness
+) To create value and make a difference
d)
Competitive advantages:
Different, unique
Cost control
Strong brand portfolio
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-
Customer collaboration
Good service, associated with retailers.
2.
a)
Where do you want to go?
Dog
In 1982, Coca Cola launched a diet Coke product with a much lower sugar content
than their other products aimed at customers who are interested in health and weight
problems. their weight. However, the sales of this product were completely unimpressive
and did not receive the attention of the community.
So far, this product is still appearing and being sold on the market, with many
different improved versions such as Coke Zero, Coke Zero Sugar and Zero Calorie but
still not bringing the desired profit for the brand.

Therefore, they are classified in this category, are Coca products that need to be rebranded or discarded in order to use the budget for other products that bring more benefits.
b)
Cash Cow:
No product could fit this position better than Coca Cola's flagship product: their
iconic Coca Cola drink. Coca Cola has always been the main product and the symbol of
this beverage company.
The product has impressive annual sales even after 130 years of operation, an age
that is enough to inculcate the taste and image of this drink in generations of consumers.
c)
Star:
Dasani and Kinley are currently the leading products of Coca Cola in helping them
compete and gain market share with other bottled water brands such as Aquafina, Lavie,
etc.
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Kinley is the brand used by Coca Cola in most countries in Asia, while Dasani is used in
European countries. The above two products are currently Star - The Star in Coca Cola's
BCG matrix.
In fact, consumers tend to choose bottled water much higher than other beverage products.
Surveys have shown that most customers think that bottled water products will be much
cheaper than soft drinks of the same capacity.
Not only that, the community trend is now more and more towards health protection,
making soft drinks become a secondary choice compared to filtered water, due to
knowledge about obesity, diabetes issues. Sugar and cardiovascular are increasingly
popular in the community.
=> Therefore, soft drinks are currently the most promising beverage market with the
highest market share, with the most stable development at present. Although Coca Cola
is facing competition among many other beverage brands, with the expansion of this
market segment, Dasani and Kinley are promising to bring the biggest profit to this brand
in a stable way. determined with time and is being invested by Coca Cola in many
countries around the world.
d) Question Mark:
Next in Coca Cola's BCG Matrix is Question Mark - Question marks, which represent
products that contain potential opportunities or risks. Surprisingly, Fanta and Sprite, two
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products with a long life that are not less than Coca Cola, are the two products placed in
this category.
Although quite famous in the market, Fanta and Sprite are currently performing not very
well compared to what Coca Cola expected.
These two products did not gain popularity and were quite inferior by the brand's own
Coca Cola product. Surveys have shown that up to 67% of consumers do not know that
Sprite and Fanta share the same brand as Coca Cola.
Brand Sayings – Refreshing the world, one story at a time.
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Segmentation, targeting, positioning of Coca Cola: Segmentation helps brands
identify the right products for specific customer groups; Coca Cola does not target a
specific segment but adjusts its marketing strategy by developing new products. Cola is
popular all over the world and enjoyed by people of all ages while Diet Coke soft drinks
target the niche for health conscious people.
Customer Analysis in Coca-Cola's Marketing Strategy: Coca-Cola targets a mass
market. And the customer expectation is low price, great taste, convenience &
accessibility and different options to choose from.
Competitive advantage in Coca Cola's Marketing strategy: Coca Cola has a
competitive advantage over its competitors in terms of operations, cost control, brand
portfolio, marketing channels, customer partnerships.
WEEK 3: THREE TRENDS RELATE TO EACH OF THE FIVE FORCES
AS SOCIAL, ECONOMIC, TECHNOLOGICAL, COMPETITIVE AND
REGULATORY ASSOCIATED WITH COCA-COLA
I.
Social forces
1.
Demographics:
Education level: People’s preference of healthy drinks over flavored drinks

Solution: It has started making more reduced and no-sugar versions of its drinks in
order to manage the sugar and calories intake of its consumers. The organization has also
created new sugar-free brands such as diet coke, coke zero sugar, DASANI, Gold Peak
Unsweetened Tea, smart water, sprite zero and vitamin water zero for those that have
concern for sugar consumption.
The company posted sales that beat analysts’ estimates in the first quarter, helped
by refreshed versions of its core diet brands and a growing portfolio of products that push
beyond soda into new categories.
The growth of both new and core brands affirms the company’s long-term strategy.
Slow results previously failed to excite investors, putting Coke’s stock in a holding
pattern. That may now change. The shares gained as much as 1.6 percent as of 7:42 a.m
in early trading in New York.
a)
Age:
The primary target of Coca – Cola is younger customers within the age bracket of
10 – 25 and a secondary market composed of people aged 25 – 40.
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Coca – Cola company has also expanded its product to non – cola beverages to
target those not fond of drinking its regular cola drinks. A Coca – Cola product such as
Sprite is specifically designed to target teens and college students, while others target the
young working group.
b)
Cultures:
The primary difference between Coke in other countries and Coke in the United
States is the sugar that is added. Sometimes the type of sugar varies, but the amount of
sugar that is used also varies in the different kinds of Coke. Mexican Coke uses high
fructose corn syrup instead.

Different countries and cultures have different preferences for how sweet Coke and
other soft drinks should be, too, which is another reason why the amount of sugar the
carbonated soft drink has in it can vary between countries.
2.
Economic forces
a) Inflation: Inflation in Viet Nam is quite stable, the inflation rate in 2015 was 0.63%, a
record flow figure in recent years, 2016 was 4.74%, 2017 was 3.53%, 2018 was 3.54%,
2019 was 2.79%, 2020 is 2.32%.
b) Three trends of economic forces:
- Invented the zero – calorie Coca Cola product.
- Promote products to global markets when possible.
- Expanding, building projects in new countries.
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
Currently, Vietnam is a market with abundant resources, people’s income has also
increased significantly, life is also better. That also affects people’s consumption habits
and shopping needs. With only 8,000 VNĐ to 15,000 VNĐ for one can or one bottle. It is
suitable for everyone from rural to urban areas, they can enjoy this drink.

Opportunity:
Coca – Cola has a large business capital.
The product price is at an average level, so it is preferred by many people.
In the rea of globalization has created a great opportunity for Coca – Cola to
penetrate the markets of countries around the world.
The growing science and technology gives Coca – Cola the opportunity to apply
mordern technologies to its production lines.
Vietnam is a country with a young population structure that helps create an
abundant and cheap labor source.

Challenge:
Interest rates in Vietnam are high, making it difficult to borrow capital for
investment and production expansion.
Inflation in Vietnam is high, the prices of goods increase rapidly, so consumers will
cut unnecessary consumer goods and choose cheap products.
The unstable economy will affect the business activities of the company.
3.
Coca – Cola’s competitors in the industry
When it comes to competitors of Coca – Cola we can immediately mention Pepsi,
this is Coca Cola’s biggest competitors, these two companies have been competing with
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each other since the 19th century. Coca Cola and Pepsi have roughly the same size and
they have similar products and strategies. The degree of differentiation between the two
brands is also low and therefore the price competition is fierce. Everyone has heard of the
“Cola wars”. Therefore, the level of competition between these two businesses is very
large.
In addition, Coca – Cola also competes directly with many other competitors such
as Keurig Green Mountain Group, Schweppes, RC Cola. Hires Root Beer and Nehi, …
Thus, through analyzing the pressure coming from Coca – Cola’s competitors, we
can see: When consumer tastes and trends change, Coca Cola may face great pressure
from competitors in the industry. However, this brand has been around for a very long
time and they can adapt and capture the changing trends of users in the world. Moreover,
they also have a very strong financial potential. In addition, the brand has a loyal fan base
and the company has come up with new strategies by moving with beverage trends. The
pressure coming from the competitors is moderate.
In the first year of implementing the advertising campaign, they onlly sold about
30,000 liters of Coca Cola, but less than 30 years later, the whole group was able to
consume over 70 million liters.
* Customer’s bargaining power:
The bargaining power of individual customers for Coca Cola is low. Individual
customers often buy in small quantities and they are not concentrated in specific markets.
However, Coca Cola and Pepsi have a low degree of difference, mainly Pepsi sells similar
flavors. Switching costs are not high for customers and the two brands still enjoy high
customer loyalty. Coca Cola customers are also not overly price – sensitive. If a retailer
has some bargaining power, it is only because they buy in bulk. However, in general, Coca
Cola does not face much pressure from customers’ bargaining power.
* Supplier bargaining power:
The bargaining power of Coca Cola suppliers is very weak. This is due to the large
number of supplier to another, not every supplier can switch away from Coca cola easily.
That could lead to a loss for any supplier. Meanwhile, the number of individual suppliers
from small to moderate size is very large. Therefore, the pressure coming from Coca
Cola’s suppliers is low due to:
+) Large number of suppliers.
+) Small to moderate size of individual suppliers.
+) Transitioning integration is difficult for vendors.
+) Conversion costs for Coca Cola are not too high.
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*The threat of substitute products:
The main Coca Cola substitute are Pepsi beverages, juices and other hot and cold
beverages. The number of products that can substitute for Coca Cola drinks is very high.
There are a number of juices and other healthy drinks on the market. Lpw switching costs
for customers. In addition, the quality of the substitute is generally good. So, based on
these factors, the threat of substitute products is very strong.
* Threats from new entrants:
- In this beverage industry branch. New brands entering the industry will have to face
many difficulties. It is impossible to develop a brand overnight. Moreover, the cost of
investing in brands, products, personnel, premises, and marketing is huge. Customer
loyalty in the industry is moderate and for any brand to build customer loyalty will take
some time. So while new entrants came compete with brands like Coca Cola or Pepsi on
a smmaller or local level, building a big brand is very difficult thing both capital and
skilled human resources.
* Competitor analysis:
Coca
Cola
Performance
Metrics
Capabilities
Objectives/Value
Strategy
- Revenue is
up 16% in
2021.
- Sales are
down 11.4%
in 2020
- Coca-Cola
products are sold
in over 200
countries.
- Coca Cola has a
lot of money in
the bank. Cocaadvertising Cola's
spend in 2011 was
$3.2 billion,
according to the
company.
- Coca Cola has a
strong
organizational
capability.
- Leadership:
Having the
foresight to forge a
better tomorrow.
- Collaboration:
Leverage collective
intellect
- Accountability: It
is up to me if it is
to be
- Passion: Heart
and mind
commitment
- Inclusion: Our
brands are as
diverse as they are.
- Integrity: Be
- Product: Coca Cola
has expanded its
product line beyond
carbonated
beverages, with new
colors, designs,
and tastes such as
Fanta, Sprite, and
others. Avoid
obesity by drinking
low- sugar
beverages that are
healthy for the
consumer's health.
They also
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MKT 113: COCA COLA COMPANY
- Coca Cola
employs a
large number of
brilliant people all
around the world
honest
- Quality: We will
follow what we say
we will
18
concentrate on
packaging,
particularly
around special
holidays.
- Price: Coca Cola
always adjusts
product prices to
match the income
ofconsumers in each
country.
- Place: Cocadistribution Cola's
networks are based
on the fast-moving
consumer products
distribution model
(also known as
FMCG). Coke's
effective distribution
network has
nearly eliminated the
market's small
and medium-sized
retail stores.
- Promotion: Coca
Cola uses its social
responsibility as an
advertising tool to
impress customers.
Besides, Coca Cola
also has many trial
campaigns for
consumers in many
big cities. They
understand that
promotion is still the
MKT 113: COCA COLA COMPANY
best tool to promote
brand image, help
increase sales for
businesses, and
bring great value to
customers.
Pepsi
Net revenue
grew 8.8%
to $22.46
billion in
2020.
Global presence:
More than 200
nations and
territories offer the
company's
products.
- Distribution
network:
Among the
distribution
networks are:
Customer
warehouses,
direct-to- store
deliveries, and
third-party
distribution
networks are all
options. Pepsi also
delivers some
products to
customer
warehouses from
its manufacturing
plants.
- Supply chain: a
huge, global
supply network
with thousands of
Long-Term
Growth: PepsiCo
wants its
employees to think
in terms of longterm growth. It's a
skill that blends
creativity,
perseverance, and
ambition with
others.
- Empowered
Employees:
PepsiCo
is a company that
believes in offering
its
employees
independence and
autonomy as long
as
they operate within
the company's
governance.
- Trust and
Responsibility
PepsiCo expects its
workers to be
trustworthy and
19
Products: Wide
range of soft drinks
to snacks and sports
nutrition as well as
other acquisition
categories.
- Place: Using a
global network to
distribute products
to consumers. With
two main forms:
Retailers and Online
merchandisers.
- Promotion: This
element includes the
marketing
communication
strategies and
tactics the company
uses to reach its
customers.
- Price: Use two
pricing methods
depending on the
product line:
Market- based
pricing strategy and
Hybrid
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Keurig Revenue
Dr.
growth of
Pepper 1.8 percent
and 5.2
percent for
Keurig Dr
Pepper in
Q2 and Q3
2020,
respectively
suppliers from all
over the world and
aimed at
generating a quick
and flexible
supply chain.
- Broad product
offering: Pepsi
offers a broad
product offering
that includes both
standard and lowcalorie options.
- Marketing:
Invest a
significant amount
of money in
marketing and
promotions each
year. The
company
spent $4.2 billion
on advertising and
marketing in
2018.
accountable.
Everyday Value
These two basic
pricing strategy
principles,
according to the
corporation, are of
critical importance
in
driving the
company's success.
Diverse product
line: In the period
from 2013 to now,
KDP has been
constantly
launching its
products and
brands. Especially
soft drinks.
-Good distribution
channel, operating
in the world:
Team First
- Deliver Big
- Think Bold
- Be Fearless &
Fair
20
Product:
diversification from
soft drink
to tea, water, juice,
and more.
- Price: employ a
competitive tactic to
set a price for their
goods. They are far
less expensive than
Pepsi and Coca
Cola.
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In addition to the
U.S. market, KDP
also strives to
bring its products
to many
consumers around
the world. The
company has
registered and
continues to apply
for business
registration
licenses in other
markets such as
the UK, EU,
Japan, China,
South Korea, ...
through its brands
and that of
partners such as
Tully's Coffee,
Timothy's Coffee,
Celestial
Seasoning,
Gloria's Jean, ...
They also provide
new clients with a
discount.
- Place: Products are
available all around
the world. It follows
both direct and
indirect delivery
channels, with
roughly 20
manufacturing hubs
and around 200
distribution centers.
They have two
objectives: the first
is to ensure that
items are made
accessible to clients
according
to their time and
location demands
through their
effective supply
chain.
Another goal is to
guarantee that their
product arrives in
good functioning
condition at the
retailer or to the
final consumer.
- Promotion: Its
brand marketing
using a variety of
appealing posters,
bottle shapes, and
covers that change
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with the seasons,
television, banners,
and radio ads to
impact buyers in
both cognitive and
positive ways.
Participating in film
pictures and
sponsoring other
activities,
particularly football,
which is a popular
sport.
WEEK 4: UNDERSTANDING CONSUMER BEHAVIOR
I.
IDENTIFY THE CONSUMERS WHO ARE MOST LIKELY TO BUY
COCA – COLA PRODUCT
The primary target market – in terms of their demographic characteristics and any
other kind of characteristics you believe are important.
Coca – Cola’s market segmentation focuses on four various elements, namely
geographic, demographic, psychographic, and behavioral
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1.
Demographics characteristics:
Age: The primary target of Coca – Cola is younger customers within the age
bracket of 10 – 25 and a secondary market composed of people aged 25 – 40.
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2.
Behavioral charateristics:
With Coca – Cola, it positions its products as thirst – quenching and refreshing. The
products they offer are said to bring joy to its target market. The drinks and other products
from Coca Cola are also associated with having a great time with family and friends while
enjoying daily life. Additionally, the company also markets its products consistenly and
of premium quality.
For those looking for high quality drinks, one of the names that will surely come
into their minds will be Coca Cola. The company has an extensive selection of
refreshments; each offers a positive experience for cumsumers. In contrast to other
beverage brands, Coca Cola brands itself as a product that provides happiness and
positivity in customers’ lives. Ultimately, the company’s primary focus is to cater to the
needs and preferences of its global customers.
3.
Geographics characteristics:
Coca Cola focusing on urban and suburban areas (it also ensures a countryside
product distribution network. This is in the realization that as the company expands, there
is a demand from those in rural areas.)
4.
Psychographic characteristics:
The company targets the market that desires an intense flavor with their regular cola
drinks in terms of taste. Meanwhile, diet cola drinks and their variants target those
customers that are health conscious. The Coca Cola company has also expanded its
product to non – Cola beverages to target those not fond of drinking its regular cola drinks.
A Coca Cola product such as Sprite is specifically designed to target teens and college
students, while others target the young working group.
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II.
1.
a)
DESCRIBE THE PRODUCT
The main points of difference Coca Cola.
Logo:
Coca Cola’s logo has become a bold symbol in the minds of customers around the
world for more than 100 years.
The white swirls stimulate the passion and enthusiasm of today’s youth. The colors
used in the logo consist of only 2 colors white and red are designed simply and blended
together to create attracting the attention of customers, especially young people.
b)
Emotions contained in each bottle of water:
Coca Cola doesn’t sell carbonated soft drinks; they sell “happiness” in every can.
Happiness is something everyone wants, and Coca Cola know how to touch the hearts of
its customers.
The Coca Cola cans have redesigned lids open, so when anyone opens the cans,
they can see a smile. The adjustment is so subtle that loyalists won’t see anything change,
and when they see it, what everyone can do is smile.
Price:
The pricing strategy that Coca Cola applies will be based on the following criteria:
+) The price will be set based on the customer’s demand for the item.
+) The price must maximize the profitability of the company.
+) The price should not be too low or too high than the price of the competitor.
+) The price is suitable for each target market.
c)
Master of Word – of – Mouth Marketing:
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Word – of – mouth marketing is one of the key factors in Coca Cola’s success. After all,
what Coca Cola wants is to bring people together, live in the same team with the same
habits and interests.
Problem
Price
Solving
There are many products with
different prices
Create a 0 calories Coca Cola
product
Dieters, wanting to lose weight
d)
Motivation, personality, and emotion:
For the word – famous beverage brand with more than 100 years of history Coca
Cola, consumers often:
Decide to follow the habbit and be loyal to this brand, because they trust the product
Coca Cola’s will meet their needs
Coca Cola is a product in the known and popular group, which is the brand
customers know, prefer and choose when shopping.
Motivation of customers when buying Coca Cola: An average of 11,200 people is
drinking this brown beverage every second. What motivates customers to choose Coca
Cola products? Positive motivations are the needs, wants and desires that have a real
impact on the customer’s desire to use a product of Coca Cola:
+) Need drinks to satisfy their thirst, and Coca Cola satisfies their needs.
+) Present yourself as part of an economic social class. Instead of filtered water, they use
+) Coca-cola to create a modern and strong personality.
+) Coca-cola gives consumers refreshment, satisfying habits, enjoying delicious taste,
spending time with everyone
Therefore, this is a clear sign that drinking coca-cola is conscious action and to
trigger emotions and stimulate the consumer. In addition, the Coca-Cola company must
hold on and make an impact through the production, marketing and packaging of its
products to motivate consumers to buy and use them.
Coca-Cola classic, Diet Coke (low gas, low sugar coke), Sprite, Fanta, Vannilla,
Coke (Coke hương Vani), Cherry Coke, Mello Yello Dasani Spring Water. Coca-Cola's
product diversity motivates consumers to experience new products and choose products
that suit their tastes and needs in a time and the different place.
2.
Customer’s personality and emotions toward Coca Cola:
Coca-Cola factors affecting the personality and emotions of consumers when buying
Coca-Cola products:
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+) Coca-Cola brand: a combination of sincerity and excitement, refreshing joy and honesty,
excitement and friendliness, creating close relationships with consumers through
campaigns and social media advertising.
+) Age of consumers: Age has a direct relationship with a person's ability to think, as
people of a certain age often go through the same experiences in life and thus this makes
them share the same needs, values, experiences, symbols and memories, consumers' needs
and preferences often change with age.
+) Generation Z teenagers: This generation also loves a fun, vibrant and trending lifestyle,
that's why Coca-Cola offers marketing strategies that affect teenagers, such as " Share a
Coke - Share a feel” (share a can of coke, share a feeling) with the emoji on Coke cans,
they allow consumers to personalize the cans at major stores popular with young people,
as well as customizing stickers on Zalo.
+) Middle-aged generation: is a group that is loyal and cautious in purchasing. As age
increases, appetite leads to a decrease in appetite, elderly people also seem to be picky
about the foods they put in their bodies. The sweetness of cola and the focus on health
make the older generation not interested and no longer enthusiastic about bottled beverage
products.
III. MAIN EFFECTS ON THE PRODUCT
1.
Marketing mix
* Price
Coca cola products are priced by looking at the buyer's perception of value, not the
seller's cost Coca cola penetration pricing strategy: Relatively low new product price to
penetrate the market market, to gain a large market share.
Discount pricing: most Coca colas adjust their prices to reward customers who pay
ahead of time, buy in bulk, offer discounts for those who buy and pay immediately, and
even buy products. products in large quantities. There is also differentiated pricing by
product type, pricing by product type.
*Advertisement:
Coca-Cola is one of the few companies that spends the same amount of money on
production costs to polish the brand name right from the start.
Besides, Coca-Cola's confidence is what makes the brand today, which is clearly reflected
in their QC slogans. For example, "the great non-alcoholic drink of the country", "" 6
million a day”, “Real stuff”, “What you want is a Coke bottle”, “That's Coke”, “always
Coca-Cola”
At retail stores and supermarkets, coca is always sold at eye level, right in front of
corridors, or eye-catching places. Coca's QCs are very impressive, expressing a sense of
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novelty like guessing QC. about Happiness Factory, QC with the idea of how to celebrate
the victory of famous football stars with the soundtrack of Waving Flag, the official song
of the 2010 World Cup. One of Coca-cola's most successful QCs is the "happiness
Machine" campaign.
*Promotions
Understanding the psychology of consumers, Coca cola does not forget that
promotional activities are one of the best tools to promote the image of the product. The
use of promotions not only helps the company's sales. company increases, but it also
represents the value the company brings to its customers.
Coca-Cola Vietnam Company has launched a nationwide promotion program for
dynamic young people: "Open the lid, you will win for a lifetime". The difference of this
program with regular promotions. often the main spirit of “Share the joy” is for a group
of friends rather than for an individual. The awards are a way for young people to express
their individuality and way of enjoying life.
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2.
Psychological
Customers decide the existence and development of the business, if customers
accept and consume products, the business will have income, so businesses need to
capture the psychology of customers to make recommendations. products that satisfy
customer needs.
*Awareness
Coca cola has pursued 3P and 3A pricing strategy to gain advantage and best serve
consumers.
3P strategy
3A strategy
Price to value
Affordability
Pervasiveness
Availability
Preference
Acceptability
*Learn
Coca cola always has a strategy to leave a deep impression on consumers:
The font does not change on the logo
-
Using exclusive bottle model
-
Picture hammer
Retail price unchanged
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3.
Sociocultural
Cultural and social environment
With more than half a century at the forefront of the beverage market, Coca Cola
has built and developed continuously and achieved many great achievements. Coca Cola
is one of the leading businesses in the world that has built its own unique corporate culture
and matches its personality.
With its development, in addition to business strategies, Coca's corporate culture is
also the key to helping the brand grow strongly in the context of fiercely competitive
market.
7 well-defined Coca Cola corporate culture values apply to all employees:
Honest and straightforward
Always take the initiative to complete your work
Benefits for customers
Teamwork
human resource development
Respect and Credibility
Commitment to responsible work
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With its unique corporate culture, Coca Cola has attracted thousands of applicants. The
working environment of Coca Cola gives employees a space according to international
standards.
Teamwork
Collective results are valued more than individual results. The company encourages
employees to complete their goals, besides having the care and help of team members, in
the department and in the company to complete their own goals in order to accomplish
the common goal.
=> Coca Cola's corporate culture is oriented towards the belief that each employee has a
certain potential for successful career development.
WEEK 5: MARKETING RESEARCH
I.
COLLECT CUSTOMER FEEDBACK
1. Coca Cola uses Big Data for market research
Thanks to Big Data's data analysis strategy, Coca Cola has maintained a stable
number of customers. Coca Cola has maintained 2 specific strategies. One is to use
customer data, research out products with. The second is from market research data to
determine product distribution and marketing plans.
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2. The Coca-Cola Vanilla
Product line The Coca Cola; Vanilla product line is a prime example of this strategy.
Coca-Cola Vanilla was invented in the United States. And quickly won the public's
attention. Market researchers tested the appeal of the new product line concept in the
United States. To gauge consumer response through taste tasting, Coca-Cola was able to
identify the product. Should taste like to attract customers.
In this way, the Vanilla flavored Coke made a breakthrough in the United States
with great appeal to customers. In the same way, Coca-Cola has researched and
understood the needs of customers in different countries around the world to adjust Coke
flavor accordingly. It is these valuable data sources that have helped Coca-Cola
successfully approach and bring its product lines closer to customers and maintain a stable
loyal customer base.
II.
IDENTIFY WHICH DATA YOU NEED
Methods of collecting customer feedback:

Put comment button, review on the web, fanpage

Online chat on website

Fill in other information when purchasing such as interest, interest, ...

Using Google Analytics
Method of generating ideas Idea:

Case: 1 new product is Coca-Cola 0 calories

Focus, observe on customer group

Experiment
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Survey design to collect data:
To collect data from our customers, we have created a survey and here is the link:
https://forms.gle/QahTqvBCVnX2UAs98
III. THE EFFECTS ON THE METHOD ON THE PRODUCT AND THE
COMPANY
Pros and cons of survey methods in marketing research:
1.
Advantages

Relatively easy to administer

Can be developed in less time (compared to other data-collection methods)

Cost-effective

Conducted remotely can reduce or prevent geographical dependence

Capable of collecting data from a large number of respondents

Numerous questions can be asked about a subject, giving extensive flexibility in
data analysis

With survey software, advanced statistical techniques can be utilized to analyze
survey data to determine validity, reliability, and statistical significance, including the
ability to analyze multiple variables

A broad range of data can be collected (e.g., attitudes, opinions, beliefs, values,
behavior, factual).
2.
Disadvantages

Respondents may not feel encouraged to provide accurate, honest answers

Respondents may not feel comfortable providing answers that present themselves
in an unfavorable manner.

Respondents may not be fully aware of their reasons for any given answer
because of lack of memory on the subject, or even boredom.
WEEK 6: MARKET SEGMENTS
I.
1.
COCA - COLA MARKET SEGMENT
Geographic
Segmentation Coca-Cola's market segmentation is primarily a geographical
segmentation. Coca-Cola is based on the market itself to divide them into diverse regions,
different geographical areas, separate. For example, the neighborhood, city, country,
region... Through its geographical division, Coca-Cola creates a wide distribution network
of Coca-Cola beverages in all countries. country in which this famous brand operates.
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Even so, the geographic segmentation, which Coca-Cola uses to support its business,
operates primarily in the suburbs and around the city center rather than in more remote
rural geographies.
It can be mentioned that in the centers such as Hanoi, Ho Chi Minh City. In Ho Chi
Minh City, Singapore, New York, Seoul, Shanghai, Da Nang, Coca-Cola stores are spread
throughout. This shows that Coca-Cola's plan to segment the market based on regions is
very effective in the end. And it also gives Coca-Cola business a great source of income
as well as an undeniable reputation globally.
2.
Demographic
Segmentation The next market segment adopted by the Coca-Cola business is the
demographic type. The above sentence can be understood as follows: dividing a large user
group into a series of different market “teams” based on common factors, for example:
nationality, education level, generation, religion, age, profession, etc. According to those
criteria, the company gives itself a fairly large database to apply for the purpose of
distinguishing customer groups. From there, the actual goal is achieved in the form of a
survey related to the "appearance" of the user.
This can be identified as the type of user group that identifies simply in the market
segments of Coca-Cola. Similar to the idea above, demographic segmentation also helps
businesses locate target shoppers. Then help them sell in the most effective way and also
anticipate the mistakes that shouldn't happen. This is a pretty detailed way of grouping,
individual to shoppers. But also because of that, Coca-Cola becomes able to understand
the users of its products better, and then create a list of beverage products that suit their
needs.
3.
Psychographic Segmentation
Psychographic segmentation is a difficult but also very interesting type for a large
number of individuals interested in understanding customer psychology. This market
segment of Coca-Cola will group shoppers according to the customer's standards,
lifestyle, or personality. This type of segmentation can be considered very difficult to
understand because in the same demographic, different psychographic structures can
coexist. Maybe that's why it raises the question "Why is Coca-Cola capable of developing
and creating a drink that suits all personalities?".
The experts operating in the market segmentation of Coca-Cola must be
sophisticated individuals as well as very studious. Because it is very difficult to understand
the thoughts and feelings of customers. An individual buying a product will sometimes
have a set of opposing thoughts, and sometimes they are not identical. Simply put, maybe
today that person wants to buy Coca-Cola, but when they go to the store, they change their
mind. Therefore, grasping the individual psychology of consumers to create products that
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are not only suitable Matching personality but also creating excitement for buyers is not
as simple as you think. This type of market segment for Coca-Cola will need to be
constantly cultivated by their beverage company owners.
4.
Behavioral Segmentation
Finally, behavioral segmentation of individuals helps Coca-Cola divide consumers
into separate sets of potential buyers based on information, attitudes, usage, and
assessment methods. their product prices. Some other typical metrics include: user status,
loyalty, benefits, attitudes, and willingness to buy.
All of the above factors seem quite difficult to determine exactly, but just a little
observance can partly guess what they mean. Coca-Cola businesses may partly make the
most of this type of market classification to bring themselves more potential consumers.
So as a result, Coca-Cola successfully built itself a strong foothold in the market. And
Coca-Cola's drinks are increasingly rich, not boring, and are used by many ages.
In short, Coca-Cola is one of the leading consumer goods merchants with highly
effective business strategies, including market segmentation by various types. Although
there are many forms of market segmentation, Coca-Cola only uses four main types of
segments mentioned above. We can see Coca-Cola's foresight when conducting
commercial activities. Other businesses can learn from Coca-Cola through how the
beverage business uses market segmentation. From here, the business market is growing
more and more, giving birth to a series of product lines that are more suitable for users'
minds.
II.
2 KEY PRODUCT DIFFERENCES TO MEET EACH MARKET
1.
Segment 1. Geographical segmentation

Coca Japan is a product of the Coca Cola brand but it is specifically designed for
the Japanese market.

The first and most noticeable difference is the product packaging. Unlike the usual
plastic cans or plastic bottles, Japanese Coca-Cola has an attractive and eye-catching
packaging – an aluminum bottle with an aluminum cap, with a volume of 300ml and can
be reused many times. This is a new and unprecedented type of packaging. Besides this
design, now the Japanese version also has aluminum cans and the design is completely
different from the regular version.
Like other versions, Japanese Coke has some key ingredients such as water, CO2,
caramel coloring, flavoring agents (vanilla, cinnamon, citrus) and sweeteners. However,
the novelty that makes the difference for Japanese fresh Coca is in the taste. Japanese
Coca has a delicious, sweet taste (not too sweet like other versions on the market) and
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especially a strong gas concentration that increases the feeling of refreshment and creates
excitement when used.
2.
Segment 2: Demographic Segmentation
From the very beginning, Coca Cola was aimed at young people and even placed
ads on school bulletins in Atlanta in the 1880s and 1890s. in 1931, the brand combined
with the image of Santa Claus just finishing a coke bottle to become one of the most
prominent product certifications of all time, with hot youthful style and here, coca. cola
was successful, according to the survey, coca cola was well received by young people.
Age: Coca-Cola is mainly aimed at young people, showing a youthful and
dynamic style.
-
3.
Segment 3: Segmentation by psychology
Coca-Cola constantly improves packaging and designs become more beautiful
and convenient. Bottle packaging coca includes: 330ml, 1.5L Pet bottle, 330ml
container, the company also offers 390ml plastic bottle with compact and elegant design,
to easily meet the shopping needs of each.
Coca Colaintroduced the unique “Fanta Fun” bottle model. This is a fun and
unique bottle with a unique and attractive design that makes the Fanta product more
attractive and stylish. This new bottle design will highlight the youthful style, Dynamic
characteristic of Fanta brand, suitable for young people.
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Coca Cola's efforts to improve packaging and design in order to give customers a new,
unique, happy, optimistic and convenient feeling when using
-
Coca Cola only operates in the beverage sector. including drinking water, non-
alcoholic drinks and carbonated drinks. The company has created many types of drinks
with different flavors and designs to meet the diverse needs of customers, such as: Coke
less gas, Sprite, Fanta, Vanilla flavored Coke, Fruit flavored Coke, ... In recent times,
the company has constantly researched and developed many new products to serve
consumers.
4.
Segment 4: Segmentation by behavior
Customer benefits: quality, satisfying demand:
Coca-Cola regularly organizes many promotions to give gifts to customers such as: Pop
the double cap - Win for a lifetime, Sing with Coca-Cola- Cola, Happiness Factory ... have
made good impressions of consumers, especially young people, for Coca-Cola
Usage level: little, medium, much
III. NEW PRODUCT
Coca Cola startlight
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
Target customers: for youth, art lovers, people who have healthy diets.
(psychographic segmentation)
 Details:
- "Cream soda, caramel flavor" with a cotton candy smell. Starlight will also come
in a sugar-free version.
- "Inspired by space, Starlight was created with the vision that—in a world of infinite
possibilities—somewhere in our universe, another kind of Coca-Cola, another way
of connecting with each other might exist," the brand said in a press release.
- "It aims to bring space to life through a simple sip, capturing some of the mystery
and essence of what we love about what lies beyond our atmosphere."
Coca Cola with Coffee Mocha

Target customers: people who want the uplifting and refreshing taste of a Coke
with the familiar flover of coffee (behavioral segmentation) because we know that
while there’s nothing better than a 3.pm ice cold Coke, we are competing with
coffee during these break moments.
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
Details: Coca Cola has released a mocha flavor of its popular ready – to – drink
line of coffee – infused soft drinks. Joining the already available dark blend,
vanilla, caramel, and vanilla zero sugar, the mocha flavor “sips like a Coke and
finishes like a coffee”.
WEEK 8: MANAGING SUCCESFUL PRODUCTS, SERVICES,
AND BRANDS.
I.
COCA - COLA PRODUCT LIFE CYCLE:
Coca Cola completed its distribution system around the world,
in 1960 doubled the number of factories, accounted for 60%
of the world beverage market share, and became the leading
brand in the beverage field.
1. Price
Market, easily adapting to customer needs and contexts,
thereby optimizing demand from customers.
Discount (discount): selling on e-commerce platforms to have
many discount codes and free shipping for customers, on
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holidays, the policy of buying 2 get 1 free, discount when buying a whole box...
Payment term (payment policy): cash payment, electronic payment (eg: bank, shoppee
pay, VNpay, apple pay...)
Marketing strategy of Coca Cola on distribution system (Place)
One factor that makes Coca-Cola the most loved beverage brand in the world is its
availability. It can be seen that the distribution system of Coca-Cola is a system following
the distribution model of FMCG. Coca-Cola is present from rural to urban areas and is
present in grocery stores and supermarkets in each market they target. The distribution
strategy (Place) of Coca-Cola is extremely diverse.
2. Direct distribution
Direct distribution channel is a strategy used by the Coke family from the very
beginning of the business. With the advantage of this form, it helps the brand to sell
directly, actively distribute goods, and grasp the source of goods in a timely manner.
Currently, in addition to direct distribution through agent stores, Coca-Cola also continues
to maintain direct distribution through e-commerce channels such as Shopee, Lazada, tiki,
tik tok... or at vending machines to find and buy suitable products.
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3. Retail distribution
Coca cola's retail distribution channel strategy to approach small groceries comes
from the needs of consumers. In rural areas, shopping habits through retail channels are
much larger than those of supermarkets and e-commerce channels. Distribution form
Coca-Cola establishes retail discount rates to promote retailers. The items displayed on
the shelves will attract customers to buy.
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4. Supermarket and agent distribution channel
The strategy of supermarket and agent distribution is to not have to travel many
trips, simple management. Therefore, when placing coca cola cans on shelves at
supermarkets and agents with beautiful locations, they attract customers more quickly. In
addition, Coca Cola also offers attractive promotions. From there, customers visiting the
supermarket will stimulate the demand to buy products of consumers.
5. Restaurant distribution channel
Coca-Cola's customers are quite focused on the hotel restaurant distribution
channel. Many restaurants and hotels offer Coca-Cola food and drink combos to promote
customer purchases. For example, the brands Mc Dollar, KFC, Jollibee, ... are often
familiar and associated with Coca-Cola products. Grasping this mentality, Coca Cola
water will be placed in a priority position, thus increasing sales. Revenue is an essential
factor.
Products
Change the design and model of Coca cola from plastic bottles, cans to Coca cola bags,
or boxes with attached straws.
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Coca cola changes taste for people who need to gain weight that can increase the amount
of protein and protein in the product.
Coca cola milk to increase the nutritional content for consumers.
Design Coca cola more diverse and novel colors instead of just one red color.
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Promotion strategies
Coca-Cola is the gold standard in terms of advertising and branding. Coca Cola’s
promotion strategy focuses on aggressive marketing through ad campaigns using media
channels such as television, online commercials, print media, sponsorships, and so on.
Coca-Cola sponsors important events such as American Idol, BET Network, NASCAR,
NBA, NCAA, Olympic Games, FIFA World Cup, among others.
Coca-Cola also airs commercials on television in a variety of national languages
around the world. Coca-Cola started the “Taste the Feeling” campaign in India in March
2016, intending to remind people of the joy and happiness that Coke delivers to their
lives. Coca-Cola has evolved into a mass-market product that is expected to be available
at any time, anywhere.
Proposed strategies:

With advertising, companies should build content that is close to people, towards
connecting family and social relationships such as friends, colleagues, and so on.
Moreover, companies should maintain communication on mass media to remind
consumers.

With sales promotion, there are some special days of product discounts
throughout the year such as Tet holiday, Mid-autumn festival, ...

With public relations, coca-cola company should have a campaign to protect the
environment and propagate to the community such as three empty cans can be
exchanged for a new one.
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MKT 113: COCA COLA COMPANY
WEEK 10: MANAGING MARKETING CHANNELS AND
SUPPLY CHAINS
I. Coca Cola distributes products to target channels
Analyze the direct marketing channels in your plan:
With the goal of quickly supplying products to consumers, Coca Cola later had other
distribution strategies such as through agents, supermarkets, wholesalers, etc. However,
the direct distribution strategy is always focused. Today, Coca Cola distributes directly to
consumer in the following forms:
Selling online on sites commerce
Vending machine system
Selling at direct selling points
1. Distribution model of Coca Cola

At level 4 we will have a wider market coverage than the remaining levels
distribution channels of wholesale businesses will bring wider coverage and will earn
more revenue for the remaining levels.
2. Coca-Cola's focal market
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MKT 113: COCA COLA COMPANY
Coca Cola's target market is mainly between the ages of 15-35. While Coca Cola's
products are also popular with middle-aged customers, the brand's core customer segment
is mainly teenagers and young adults. It receives strong love from both male and female
consumers.
3. Selling at the most profitable direct selling points:

Coca has maintained this form of distribution from the beginning until now, and
in the future.

Help brands quickly absorb customer comments. From there, bring timely
solutions for their products.

Save costs and grasp to always innovate services ⇒ contribute to increase sales,
expand business networks

Help buyers avoid buying fake and poor quality products

Consumers will have full access Sufficient information on the source of goods,
rich in choices and satisfying needs in the best way

Direct selling also has an impact on reducing inflation, sellers providing
information, focusing on finding ways to solve problems. of the buyer, offering the
benefits of the product will help the buyer to spend smarter and more efficiently.
4. Activity time:
Consumers will have full access to product information, rich choices and satisfy
their needs in the best way.
Direct selling also has an impact on reducing inflation, the fact that sellers provide
information, focus on finding ways to solve buyers' problems, and offer product benefits
will help buyers spend smart more and more efficient.
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MKT 113: COCA COLA COMPANY
WEEK 11: INTEGRATED MARKETING COMMUNICATIONS
AND DM
1. Campaign advertising
Make a movie (~1h) about the iconic coca cola bear: the bear's humor and cuteness will
appeal to both children and adults and make a deep impression on customers
This bear has appeared in the marketing campaign of Coca-Cola but not many people
know about it.
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2. Direct Marketing
These days, it can be said that Coca Cola is one of the most popular drinks in
Vietnam as well as in other countries. Coca Cola has the main brand that makes the
history and reputation of the company: Coca cola and a series of other carbonated drink
brands: Sprite (Lemon flavored carbonated drink), Fanta (Orange flavored carbonated
drink), Schweppes soda drink, juice with nutri boost milk, teppy orange juice, dasani
filtered water and Aquarius sports drink….
Coca Cola is also one of the corporations that spends heavily in its advertising
communication to reach many customers and in localities.
Marketing strategies of Coca Cola are always top priority and invest a large amount of
money. In supermarkets and retail stores, the company's products are always displayed
in eye-catching places to attract customers.
Thanks to understanding the psychology of consumers, Coca Cola always offers
promotions to attract Vietnamese users. This is a way for them to increase sales and
promote their business image effectively.
3. Promotion
- Opening and selling Coca-Cola products at convenience stores: buying from 2 CocaCola products will get 1 gift.
- Scan the QR code on the bottle for a chance to win special gifts.
- Buy glass bottles to exchange gifts.
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- Buy 6 cans get 1 free bottle of the same type.
- Combine with apps: Momo, VNpay… to receive promo codes
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MKT 113: COCA COLA COMPANY
4. Public Relations
Bringing warm winter to upland children:
With children in the city fortunately being warmed by their parents with sweaters and
cotton shirts when it's just chilly, children in the highlands have to struggle against the
cold. bare feet, an old shirt is torn and torn, even without enough clothes to wear and have
to shower with cold water during the winter.
Their innocent eyes, trying to cope with the winter really made us think in silence. We
cannot compare the lives of urban children with the lives of their peers in the highlands,
but in fact these are still two colors of life. This is also the reason we proposed the public
relations concept of Coca Cola. Coca Cola should buy for upland children hot and cold
bottles, teaching and learning equipment, and children's supplies in the 5 mountainous
provinces of Dien Bien, Cao Bang, Tuyen Quang, Yen Bai and Dak Lak. Or there are
warm meals for the children who study part-boarding at the school
Charity results:
will help Coca Cola create business value. When businesses support the community to
solve the root of problems that the community is facing, the results will also contribute to
creating a healthy business environment, and at the same time improving the quality of
life where the business is located. operating industry. At that time, charitable activities
will both benefit the community and create value for Coca Cola.
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5. Personal Selling
Coca-Cola can use vending machines everywhere to sell products to consumers. They can
install credit card slots as well as start accepting apple payments to make it easier for
consumers to pay.
In addition, Coca Cola should use its relationship with certain companies and even
amusement parks to serve only Coca-Cola products and Coke machines. These
relationships force consumers to buy products as well as refer more people to the brand.
- Sponsoring events and having Coca Cola salespeople participate in those events.
- The sales person is the one who observes the position of the brand in the market and
compares with the competitors on the brand and reports to the regional sales manager so
the company also needs to provide training facilities for sales staff so that they can sell
well and effectively, have experience in approaching and attracting consumers.
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