Young marketers assignment 23.1 ba loc-hoang lan
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The document discusses Coca-Cola's "Share a Coke" shopper marketing campaign in Vietnam. The campaign's objective was to increase summer consumption of Coca-Cola and get people talking about the brand again. It launched with personalized Coke bottles labeled with common names. It then expanded to include bottles printed with customers' actual names when buying in certain stores. Over 1,000 Coca-Cola cheerleaders helped kick it off by handing out 130,000 personalized bottles in major cities.
Young marketers assignment 23.1 ba loc-hoang lan
- 1. Assignmet 23.1: Shopper Marketing Group: Ba Loc – Hoang Lan
- 2. What is Shopper Marketing “All marketing stimuli, developed based on a deep understanding of shopper behavior, designed to build brand equity, engage the shopper (i.e consumer in ‘shopper mode’), and lead him or her to make a purchase at the point of purchase ( ‘moment of truth’)”
- 4. “SHARE A COKE” – COCA COLA SHOPPER MARKETING BACKGROUND The program “Trao Coca-Cola, Kết Nối Bạn Bè" comes from Australia called "Share a Coke" and this has spread to 123 countries around the world. The program has received 35 prestigious awards of several associations, advertising festivals around the world, such as Cannes, Spikes Asia, ADMA, Sigi Awards ... This year, the idea in the name of consumer packaging once again stir young Vietnam. OBJECTIVE The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again.
- 5. “SHARE A COKE” – SHOPPER MARKETING EXECUTION PHASE 1 "Share a Coke" is started early in June, with many innovation accordance with Vietnamese culture. Specifically, in the early days of the program, Coca-Cola launched its dedicated product family, loved in 8 calling for members in a house, as Ông yêu, Bà yêu, Bố yêu, Mẹ yêu ...
- 6. “SHARE A COKE” – SHOPPER MARKETING EXECUTION PHASE 2 The next stage, the Coca-Cola products with the popular personal name are launched to everyone begin the journey of search, make a purchase and give to themselves or their friends.
- 7. “SHARE A COKE” – SHOPPER MARKETING EXECUTION PHASE 2 – EVENT ON GROUND On the first day of the program (9/6), more than 1,000 cheerleader of Coca-Cola has also pioneered 130,000 awarded Coca-Cola bottle at nearly 200 locations in Hanoi and HCMC.
- 8. “SHARE A COKE” – SHOPPER MARKETING EXECUTION PHASE 2 – KIOT SUPERMARKET Customers buy 5 cans of Coca-Cola will donate 1 can be printed by the customer name option.