GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Nguyễn Minh Hoàng Student ID number: B1112012706

Student name: Phạm Thị Bích Trâm Student ID number: 21002039

Student name: Cung Khanh Linh Student ID number: 21001290

Student name: Nguyen Duc Xuan Anh Student ID number: 21000864

Student name: Dang Hoang Phuc Student ID number: 210001166

UNIT AND TUTORIAL DETAILS

Unit name: Principles of Marketing Unit number:

Tutorial/Lecture: Class day and time: Wednesday 12pm - 15am
Lecturer or Tutor name: Nguyễn Mai Hương

ASSIGNMENT DETAILS

Title: Group 5- CocaCola Project

Length: Due date: /03/2023 Date submitted: /01/2023

DECLARATION

I hold a copy of this assignment if the original is lost or damaged.

I hereby certify that no part of this assignment or product has been copied from any other
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assignment.
I hereby certify that no part of this assignment or product has been submitted by me in
another (previous or current) assessment, except where appropriately referenced, and with
prior permission from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person
except where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator
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database for future plagiarism checking).

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Student’s signature: Pham Thi Bich Tram
Student’s signature: Cung Khanh Linh
Student’s signature: Nguyen Duc Xuan Anh
Student’s signature: Dang Hoang Phuc
Student’s signature Nguyen Minh Hoang
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not
been signed.

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 MARKETING REPORT CONTENTS

A. Executive Summary.

B. Market Overview.
1. Company Profile.
2. Competitive Environment.
3. Situation and Company Analysis.
a) SWOT analysis.
b) Company Objectives
4. Marketing information and Customer Insight.
C. Market Segmentation/ Targeting/ Positioning and Differentiation.

D. Marketing Mix.
1. Product
2. Prices
3. Places
4. Promotion:
5. Three levels of products
a. Core Customer Value
b. Actual Product
c. Augmented Product

E. Customers/ Partners/ Relationship Management.

F. Conclusions.

G. Appendices.

H. References.

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A. Executive Summary.
Throughout outstanding marketing activities, we are a big fan of Coca-Cola's marketing strategy
focusing on expanding market share by leveraging brand strength, consumer insights, and strategic
partnerships. Internally, this case study will examine a culture of innovation and adaptability,
enabling it to respond effectively to emerging trends. Next, the report emphasizes Coca-Cola's
investment in targeted advertising, engaging storytelling, and digital marketing to maintain its
global presence. Through these combined efforts, we will refer to recommendations of how
Coca-Cola continually solidifies its position as a market leader and drives sustainable growth in an
ever-evolving industry. (Appendix A)

B. Market Overview.
1. Company Profile.
- Life-long mission of Coca-Cola is to inspire millions worldwide by recognizing intrinsic
behaviours and driving positive change. In addition, by grasping an understanding of the
psychology of consumers, Coca-Cola’s vision is assigned to revolutionizing mousetrap design,
including prioritizing hygiene, health, and eco-friendliness. Coca-Cola's core values serve as a
roadmap, guiding sustainable growth through inspired individuals, quality brands, and strategic
partnerships. Embodying this, our company slogan, "We always carry the mission of innovating the
world and making a difference." encapsulates our dedication to continuous improvement and
meaningful impact. By staying true to these principles, we strive to transform industries and inspire
future generations.

2. Competitive Environment.
The Coca-Cola Company has many competitors in the Vietnam market. The direct ones are
Suntory Pepsico. This company is also the leader in the beverage industry. Despite its shorter
lifespan, Pepsi is still able to not only capture the market but also compete directly with Coca Cola.
Cola and Pepsi have always been rivals, always competing in all aspects, but that's why people
always pay attention to the business and marketing strategies of both sides. The indirect competitors
consist of La Vie and Tân Quang Minh. La Vie mineral water is a wonderful combination of fresh
water with 06 types of natural minerals. Additionally, Tân Quang Minh has bird's nest water, which
is very good for users thanks to its high protein content.

3. Situation and Company Analysis.

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 To commence with, Coca-Cola has joined the Vietnamese market in 27 years with a dominant
65.9% market size in Vietnam's beverage sector, 347.8 million USD of market growth rate, and
20% of the market share

a) SWOT analysis.
Coca-Cola boasts numerous strengths, including its status as the world's most valuable brand,
affordability across various socioeconomic classes, strong customer loyalty, and commitment to
corporate social responsibility. In Vietnam, the company engages in CSR initiatives, such as Tet
holiday programs for children, to strengthen its social image and maintain a competitive edge.

However, Coca-Cola faces several weaknesses, such as its focus on carbonated beverages, an
undiversified product portfolio, and acquisition-related debt. The company's reliance on sodas may
be successful in the short term, but it could falter as global health trends shift towards healthier
consumption habits. Additionally, stagnant soft drink demand could hinder Coca-Cola's ability to
enter new markets, such as food and snacks. Rising water and raw material prices have also
impacted the company's gross and net profit margins.

Coca-Cola has opportunities to capitalize on Vietnam's large population and labor force, as well as
leverage advanced technology to enhance manufacturing and packaging efficiency. The company
can also maintain its market share in emerging economies, where soft drink consumption is
consistently growing, and appeal to younger Vietnamese consumers with its flavor and affordability.

Nevertheless, Coca-Cola must address several threats, including changing consumer preferences,
waste disposal issues, competition from PepsiCo, and negative publicity. As Vietnamese consumers
become more health-conscious, the company's dependence on carbonated beverages presents a
significant risk. Coca-Cola's environmental impact, including waste generation and water usage in
water-scarce regions, has also drawn criticism.

To thrive long-term, Coca-Cola must diversify its products, prioritize sustainability, and adapt to
consumer trends. This involves expanding into healthier options, implementing eco-friendly
packaging, and collaborating with local suppliers and technology. By proactively monitoring market
shifts and partnering with health professionals, Coca-Cola can develop products that align with
health-conscious trends, ensuring continued success in Vietnam and the global market.

b) Company Objectives

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- Coca-Cola Company has been operating in Vietnam for many years and has invested heavily in
the country to capture growth opportunities in the emerging consumer market. Coca-Cola holds a
dominant 65.9% market size in Vietnam's beverage sector. Despite fluctuating revenues, the
company remains a strong contender, primarily in carbonated drinks, bottled water, and fruit juice
segments.

- Competing with PepsiCo, Tan Hiep Phat, URC Vietnam, and Red Bull, Coca-Cola strategically
adapts its marketing efforts to sustain growth in a competitive landscape. The company's agility and
market-driven approach ensure its continued relevance and success in the Vietnamese market, with
347.8 million USD between 2020 and 2022.

- Coca-Cola's business objective is to achieve sustainable growth and global recognition as a

responsible, ethical organization. In Vietnam, the company employs a five-stage marketing process
encompassing research, segmentation, targeting, positioning, and post-purchase value creation.
Coca-Cola aims to offer a diverse range of beloved beverages that invigorate consumers and
contribute positively to people, communities, and the planet. (Appendix A)

4. Marketing opportunities and issues (Job-to-be done).

There are several market opportunities and issues that Coca-Cola company in Vietnam may need to
address.
One market opportunity is consumer segmentation. By dividing consumer audiences based on traits
they share, Coca-Cola can target the right people in the most effective way. In addition, listing out
business goals can help narrow down the kind of opportunities Coca-Cola should be looking for and
the best way to assess these opportunities.
However, Coca-Cola may also face some issues that need to be addressed. One issue is health
concerns. Carbonated drinks, including those manufactured by Coca-Cola, are a major source of
sugar intake, which can result in obesity and diabetes. To address this, Coca-Cola could consider
diversifying beyond beverages to reinforce its position as a market leader.
To address these market opportunities and issues, Coca-Cola could consider a strategic approach
such as a PESTLE analysis. This tool examines various factors that affect the market environment,
including political, economic, sociocultural, technological, legal, and environmental factors.
Additionally, Coca-Cola could take advantage of marketing opportunities by continuously searching
for growth and profitability through new products, services, and business models.

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Overall, Coca-Cola in Vietnam has several market opportunities to consider, including consumer
segmentation and listing out business goals. However, it also faces some health concerns related to
its carbonated drinks. To address these issues, Coca-Cola could diversify beyond beverages and
consider a strategic approach such as a PESTLE analysis to examine various market factors. By
taking advantage of marketing opportunities and continuously searching for growth and
profitability, Coca-Cola can strategically and formally address these issues and capitalize on market
opportunities in Vietnam.

C. Market Segmentation/ Targeting/ Positioning and Differentiation.

It is readily apparent that Coca-Cola has extensively selected their market with three brand extent,
consistent with:
+ Coca-Cola
+ Nutriboost
+ Sprite
Three above brand has wisely segmented their market based on the 7 following categories
(Appendix B) :
- Demographic: driving the brand's mission, Coca-cola still has a clear segmentation on its
targeted age group.
- Geographic: The popularity of the products creates a strong advantage for the company
- Behavior: The company knows how and when a consumer decides to spend their money on
a product or service.
- Psychographic: The emotions and excitement when customers use the product depend on
their activities.
- Current size: Popularity of the product when it is brought back by the Coca-Cola company
from another place or using advanced technology.
- Competitiveness: Potential competitors of Coca-Cola Viet Nam.

In Vietnam, Coca-Cola has adopted a multi-segment targeting strategy, which means that it targets
several specific demographic, behavioral and psychographic groups. The company's marketing
campaigns and messaging are designed to appeal to a range of consumers in Vietnam, including
young adults, families, and older consumers. Celebrations and parties are mainly the main attraction
in Coca Cola advertisements. They are interested in sports, outdoor activities, and cultural events.
In terms of differentiation and positioning strategy (Appendix C), Coca-Cola Vietnam focuses on
developing its products and services to bring unique features and attributes that add value to the

8
consumer experience. Coca-Cola Vietnam's positioning strategy seems to focus on providing a wide
variety of beverages that cater to different preferences of consumers.

D. Marketing Mix (4PS)

❖ Product:
➔ Coca-Cola consistently makes the public admire the campaign it has established to spread
other product lines besides glass bottles because of its status as the "Big Man" in the
beverage and carbonated beverage industries. In response, the business created a number of
fresh products, including Sprite, Fanta, Diet Coke, Nutriboost, Dasani, Fuze Tea, and others.
Coca-Cola does not stop there; they also increase the product's features and taste variety.
Customers now have the chance to try out novel goods like carbonated water and
conventional zero-calorie, low-sugar beverages. This radical alteration is thought to be
necessary in order to entice clients back to the brand once they become accustomed to the
usual flavors. Coca-Cola, Sprite, and Fanta are the three brands with the biggest market
shares across all product categories. These brands' growth rates are, nevertheless, quite
modest.
❖ Prices:
➔ In Vietnam, Coca-Cola has a price strategy based on market competitiveness. This indicates
that they base their pricing on the prices of their rivals, primarily Pepsi. Companies also
engage in price discrimination by setting different pricing for certain market sectors. It
consists of two elements such as:
★ For internal factors, Coca-Cola should take into account its production costs,
marketing expenses, and desired profit margins
★ For external factors, Coca-Cola needs to consider the prices of its competitors,
consumer demand, and the general economic environment in Vietnam.
● So, it can be said that Coca-Cola has adopted the following strategy for these products:
- The first is the 3P strategy:
➔ Price to value (from price to value): consumers are not only able to buy coca cola
but also benefit from the product
➔ Pervasiveness: consumers can buy coca - cola everywhere
➔ Preference (preference): making consumers not only love products but also
ensuring that Coca is the first choice when they look to soft drinks
- The second is the 3A strategy:
➔ Affordability: Coca Cola prices are guaranteed to suit everyone, anyone can buy

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 ➔ Availability: consumers must buy Coca whenever and wherever
➔ Acceptability: Coca Cola must make customers love and accept the product, feel
happy when using the product.

➔ In addition to the relatively low valuation to penetrate the market, Coca has also discounted
prices, adjusted prices to reward customers who pay ahead of time and buy products in bulk.
Moreover, Coca-Cola also uses the strategy of differentiating prices according to each type
of product.

❖ Places:
➔ Coca-cola originated in a small beverage shop with direct retail sales to consumers. The
size of Coca-Cola subsequently also grew day by day as more and more people began to like
it and sales started to rise. As a result, the Coca-Cola branch in Vietnam is progressively
growing with the aim of reaching customers fast with its goods. Subsequently, Coca-Cola
improved both its direct and indirect sales marketing tactics. Funding, formula, and brand
exclusivity, however, are rather concerning elements. As a result, Coca-Cola only built
bottling operations rather than building production facilities everywhere. Also, they will
provide completed items to these bottling facilities so that they may be finished and sent to
brokers, supermarkets, grocery shops, convenience stores, etc. Because of this, Coca-Cola
has been able to invest in machinery without spending as much money as before and
safeguard the formula at the same time.
★ For the sale of Coca-Cola goods at direct selling locations: where a variety of
beverages are offered, including carbonated beverages, Coca-Cola with low sugar,...
Coca-Cola also continuously enhances production equipment, packaging, labeling,
and machinery to guarantee the quality and freshness of its products. These
companies are the top option among consumers when it comes to carbonated
beverage brands since they are always renewing and enhancing quality, as well as
having the best consumer interaction methods at sales places.
★ The indirect sales approach of Coca-Cola: Coca-Cola, meantime, has adopted the
retail strategy at grocery chains and agencies to increase market share in the
beverage sector more quickly. All grocery chains, large and small, including AEON,
Big C, Vinmart, Coopmart, Lotte Mart, Emart, and others, make it simple for
customers to locate Coca-Cola goods. The typical shopping pattern for customers is
to browse the store before heading to the checkout.
➔ Therefore, Coca-Cola is always sold in many different places in supermarkets to stimulate
the shopping needs of consumers. Understanding this, Coca-Cola is now present in all small
stores nationwide and has policies to support store owners with attractive discounts. For
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 example: support sales management software, install display counters, billboards, and
promotions to stimulate demand... Thanks to that, Coca-Cola's revenue has increased
"vertically" in the 2000s. At that time, Coca-Cola was successful with its distribution
strategy for each retail store in the market.

❖ Promotions:
➔ Promotion is an advertising and promotion strategy in Coca Cola's 4P model. Coca Cola's
marketing campaign mainly conveys positive messages, spreading love and joy to everyone.
Coca Cola's main means of communication are TV, social networks, Internet, print
newspapers, etc. In addition, the brand has become a sponsor for major programs such as:
FIFA World Cup, American Idol, BET Network, etc. NASCAR, and more. In addition,
when in the Vietnamese market, it is impossible to ignore ads with effective revenue
collection strategies such as:
★ Coca-Happiness Cola's Factory campaign has officially begun in Vietnam with a
variety of intriguing, brand-new, and distinctive activities. The character system in
Happy Factory is intriguing and diverse; each character has a distinct personality, a
separate existence, and a special objective. They most importantly embody the spirit
of "Don't Try It Out": do things your way, live passionately, act instead of just
talking, and live joyfully.
★ The catchphrase "Share a Coke" underscores Coca-longtime Cola's commitment to
becoming a brand that fosters friendship and community. Coca-Cola reported rapid
sales and millions of social interactions surrounding the campaign after starting to
replace the business logo on Coke bottles with the 250 most popular names in each
nation. Coca-Cola hopes that "Share a Coke" will provide people a chance to share
personal life experiences while also promoting the company's brand.
★ Coca-Cola Vietnam has decided to offer 50 favorite cuisines on social media,
providing a fantastic social platform for 35,000 participants called Asian Street Food
Festival. This is part of the company's campaign, "Having Coca-Cola in Any Dish Is
Delicious." This event is one of the largest food festivals since it offers all visitors a
deeper look at different nations' cuisine traditions in addition to providing many food
fans with a new location to eat exquisite foods and Coca-Cola.
★ "I'd Want to Teach the World to Sing," from the Hilltop Campaign (1971). This
campaign is widespread. Leaving aside modern internet advertising, Coca-"Hilltop"
Cola's presents a timeless and remarkably straightforward visual (1971). Unaffected
by their skin tone or ethnicity, a group of individuals are humming "I'd Want to
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 Teach the World to Sing" while carrying a vintage Coca-Cola bottle in their hands on
a hilltop in Italy.
★ Advertising campaigns are like big "waves" spreading on different media channels.
This has helped Coca Cola create the most special connections with its consumers.

And to be more detailed about the levels of the product, here are three criteria a product
should have, such as core customer value, actual product, and augmented product.

➢ Three levels of products:

★ Core customer value: For Coke Diet (also known as Coca-cola Light's)
fundamental consumer value in the Vietnamese market. In order to combat customer
demand for low-sugar beverages and prevent obesity and significant sugar-related
disorders, sugar-free goods are the major subject of this article. Overall, Coca-Cola
has increased the quantity and depth of its existing product lines, positioning the
goods to appeal to various countries, particularly the Asian and Asian markets.
Coca-Cola and Vietnam are adept at using the brand to compete in the "huge" soft
drink industry.
★ Actual Product: This has marked the brand foundation since 2016, and Coca-Cola
also built a new identity image as well as a new perspective on the logo. Coke's logo
is changed to a curved design according to the image on the label of bottles and cans.
It has a more visual meaning: Still inspired by Coca-Cola®’s signature packaging,
the "Hug" logo creates a unique image that will be combined and integrated into
moments. beautiful engraving of life in the brand's communication activities. Also,
Coca-Cola has a thorough understanding of the market's requirements and swiftly
introduces items that suit customers' tastes in the fast-paced pace of everyday life.
(Appendix D)

Quality Coca-Cola wants to be the go-to beverage company. The requirements of

consumers are becoming more varied. Consumers have higher expectations for the
benefits of regular consumption of beverage products and are more interested in
nutritional information. Coca-Cola has studied and thought about decreasing the
quantity of sugar in its current product line in a reasonable way. Statistics show that
more than 1,100 Coca-Cola products have been made with less or no sugar so far.
Notably, Coca-Cola cut the sugar in almost 500 of its products in 2017. Coca-Cola
has been introducing a tiny container design concurrently to make it easier for
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 customers to manage how much sugar their bodies can tolerate. In addition to
modifying the label's content to be clear and understandable.
➔ Coke diet communication campaign emphasizes the message: Coca-Cola is also
collaborating with illustrators, photographers, and artists to use the Hug (Coke's new logo)
to illustrate what "real magic" is. They will bring everyday magical moments to life in ways
that are inclusive and collective but also personal and expressive.

➔ Segmentation: Coca cola focus on young people, specifically gen Z youth

★ Augmented Product:
➔ In the dog section: Coca-Cola introduced a diet Coke product in 1982 that had a
significantly lower sugar level than their other beverages and was targeted at consumers
who were concerned about their health and weight. Yet, this product's sales were utterly
underwhelming and did not catch the community's interest. Coke Zero, Coke Zero Sugar,
and Zero Calorie are all enhanced variants of this product that are still being marketed on the
market, but they have not yet been able to help the company generate the profits that they
had hoped for.
➔ The explanation is that the public has progressively grown accustomed to soda drinks, a
fizzy, entirely sugar-free beverage that is frequently used to make other beverages and is
regarded by many as the finest available. This item aids with weight loss. Coca-sugar-free
Cola and zero-calorie goods have done much worse than other products, despite the current
consumer inclination toward diet items. In order to use the budget for other goods that offer
more advantages, they are included in this category along with other Coca-Cola products
that need to be rebranded or discarded.
➔ In the stars section: Coca-Cola and Diet Coke are the two most well-known product
categories for Coca-Cola in the Stars group. These two items significantly increase the
company's income and earnings and have exclusive market shares in several areas
throughout the world.

E. IMC Plan- 6M models:

1/ Mission_Communication Objectives: The mission of the Share a Coke campaign in Vietnam is to
increase Coca-Cola's market share by creating a personal connection with its consumers. The
communication objectives are to increase brand awareness, generate buzz and word-of-mouth, and
ultimately drive sales.

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2/ Market- Target Market and Customer insight: The target market for the Share a Coke campaign
in Vietnam is young adults aged 18-25, who are active on social media and seek personalised
experiences. Customer insights suggest that this target audience values experiences over material
possessions, and seeks connections with others through shared experiences.

3/ Message-Communication Concept: The communication concept for the Share a Coke campaign
in Vietnam is "Share a Coke, Share a Smile". The campaign aims to encourage consumers to share
their personalised Coca-Cola bottles with friends and family, creating a positive emotional
connection with the brand. The "Share a Coke" campaign is a marketing campaign by Coca-Cola
that originated in Australia in 2011 and has since been launched in over 70 countries worldwide.

4/ Media- Communication Mix Channels and tactical approach to reach your target audiences:
- The communication mix channels for the Share a Coke campaign in Vietnam include:
+ Social Media: Facebook, Instagram, and TikTok to reach the target audience and generate
user-generated content.
+ Out-of-Home Advertising: billboards and bus shelters in high traffic areas to increase brand
visibility.
+ Event Sponsorship: sponsoring music festivals and sporting events to create brand
experiences.
+ Influencer Marketing: partnering with social media influencers to promote the campaign to
their followers.
- Tactical approach:
+ Launch a Facebook and Instagram campaign featuring user-generated content and
personalised Coca-Cola bottles with the hashtag #ShareACoke.
+ Create a TikTok challenge featuring consumers sharing their personalized Coca-Cola bottles
with friends and family, with a chance to win prizes.
+ Partner with music festivals and sporting events to create branded experiences, including
personalised Coca-Cola vending machines and photo booths.
+ Sponsor social media influencers to promote the campaign to their followers through
sponsored posts and giveaways.
5/ Money- Budget Allocation: The budget allocation for the Share a Coke campaign in Vietnam is 2
million USD, with the following breakdown:
+ Social Media: 500,000 USD
+ Out-of-Home Advertising: 500,000 USD
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 + Event Sponsorship: 750,000 USD
+ Influencer Marketing: 250,000 USD
6/ Measurement- Assessment on Campaign Effectiveness and risk factors to give recommendations:
- To assess the effectiveness of the Share a Coke campaign in Vietnam, Coca-Cola will track the
following metrics:
+ Brand Awareness: measuring the percentage of the target audience who are aware of the
campaign and Coca-Cola's personalised bottles.
+ Social Media Engagement: tracking the number of likes, comments, shares, and
user-generated content using the hashtag #ShareACoke.
+ Sales: tracking the increase in sales during the campaign period.
- Risk factors:
+ The risk of negative user-generated content or backlash on social media.
+ The risk of not reaching the target audience effectively through the chosen communication
mix channels.
- Recommendations:
+ Monitor social media closely to address any negative comments or feedback.
+ Consider partnering with more local influencers to increase relevance with the target
audience.
+ Conduct market research to understand which communication mix channels are most
effective in reaching the target audience for future campaigns.

F. Customers, Partners/ Relationship Management.

- Build engagement and strong relationships with chosen customers: The "Share a Coke" campaign
in Vietnam can focus on building strong relationships with chosen customers by offering
personalized bottles and cans with their names on it. Additionally, the campaign can offer incentives
such as discounts or special promotions for loyal customers who purchase multiple personalised
bottles or cans.
- Build strong relationships with marketing partners: the campaign can work with key influencers,
social media platforms, and retailers to promote the campaign and increase brand awareness.

G. Conclusions.
Coca-Cola is a well-known energy drink brand in Vietnam. To set business, marketing, and
communication goals, the corporation must do a thorough review of its SWOT analysis,
competitors, market size, and share. Coca-Cola must pick which market segmentation to target in
order to benefit the company and gain market penetration. With the addition of a new product line,

15
 Coca-Cola can harness the marketing mix once more to build brand recognition and strengthen
consumer relationships.

H. Appendices.

Appendix A
- Coca-Cola is capitalizing on Vietnam's emerging market, having invested $300 million since 2012
, currently operating 13 plants and employing over 8,000 people.. With a balanced approach,
Coca-Cola partners with local bottlers to expand markets through strategic mergers and
acquisitions, positioning itself as a market leader. Focused on long-term growth, Coca-Cola aims to
broaden its product portfolio, enhance distribution networks, and invest in sustainability initiatives
to benefit local communities and the environment. This comprehensive strategy highlights
Coca-Cola's commitment to exploiting the immense growth potential in Vietnam's consumer
market.

Appendix B

Offerings Coca-Cola Nutriboost Sprite

Demographic Almost every age group Target customers are Mainly those under the
uses Coca-Cola, but children from 3 years old, age of 5-30 years old use
5-35 years old is the age providing optimal nutrients the most. Especially,
to use Coca-Cola the at different times of the day. men use and know more
most. After the age of about Sprite than
35, few people use it women.
because they are
concerned about their
health when using
carbonated water.

16
 Coca Cola products are Nutriboost chose to build its Sprite has branches in
popping up everywhere, own chain stores in big cities three main areas: Hanoi,
from big restaurants like like Hanoi and Ho Chi Minh Da Nang and Ho Chi

Geographic all large and small City with more than 30,000 Minh City. Ho Chi
supermarket systems stores. Nutriboost's dairy Minh. Sprite's coverage
such as AEON, Big C, product portfolio is signed stretches across the
Winmart, Coopmart, and present at major country to ensure the
Lotte Mart, Emart, supermarket chains across fastest delivery of goods
grocery stores… to the country such as to agents, distribution
lemonade bars small, TopMarkets, Lotte, Aeon and retail chains. Sprite
from the beginning of Mall, Winmart,.... Nutriboost is a famous product, so it
the street to the alley, ... is a famous product, so it is is present in most
stretching from North to present in most regions of regions of Vietnam.
South. Coca-Cola is a Vietnam.
famous product, so it is
present in most regions
of Vietnam.

Behavior Coca is used almost The product helps the body The brand's products are
everywhere in people's to replenish water, replenish designed to be moderate,
daily activities such as energy, some nutrients are compact, and can be
camping, large and very beneficial to the body, used in many different
small parties or in help dispel thirst and fatigue, places. Especially
cinemas, ... Or just enhance health for you to suitable for picnics,
simple things like play or work. restaurants, cinemas,…
satisfying needs and
refreshing.

Psychographic From the look and feel Nutriboost targets Sprite uses sports,
of the bottle to the individuals who are music, and other young
vibrant bar, the act of interested in maintaining an activities in its Vietnam
opening the bottle that active lifestyle, such as marketing efforts to
shoots up to the nose athletes, fitness enthusiasts, portray a joyful and
and above all, the and people who participate adventurous image.
wonderful unique taste in outdoor activities. These In Vietnam, Sprite
of Coca-Cola flowing individuals are often looking targets health-conscious
down the neck; all for products that can support customers with

17
 create a special feeling their physical performance low-sugar and calorie
that Coca-Cola is a and help them recover from goods.
leading expert in exercise or physical activity.
creating those special
feelings.

Current size/ - Coca-Cola Vietnam - has launched new smart Lemon lime carbonated
Potential size has a strong focus on nutrition solutions with soft drinks have been on
digital strategies to Nutriboost UHT milk the market for more than
enhance its retail growth products featuring Fonterra's 80 years in Australia.
management (RGM) New Zealand dairy to meet The company brought it
and make informed consumers' demands for to Vietnam, trying to
decisions faster by nutrient-rich drinks [1] make it a popular drink
translating data into - has also expanded its in Vietnam.
actionable insights product lineup with the
- The company's launch of Nutriboost Milk
pipeline to assess its Drink, which is a nutritious
level of innovation also health drink that contains
aims to gain new protein, calcium, fiber, and
drinkers and vitamin D, with no added
significantly increase sugar, and has received a
the value of each five-star health rating[2].
transaction.

Competitiveness Coca-Cola faces For dairy products, the level Sprite has set prices
competition from other of competition in the market based on a policy of
major soft drink brands is very high. Nutriboost sticking to rival prices.
such as Pepsi, Suntory, encountered "heavyweight" In particular, a typical
and Fanta, as well as competitors such as TH True competitor with this
local brands such as Tan Milk, DaLat Milk... - the brand is 7Up. Therefore,
Hiep Phat and Tribeco. leading names in the Sprite and 7Up often
Vietnamese dairy market. compete with each other
at the same price.

Appendix C:
1. Differentiation
Coca-Cola Vietnam has made a difference in the Vietnamese market through its focus on quality,
heritage and unique flavors, as well as its commitment to responsible and sustainable business
practices. This may involve emphasizing the quality and taste of beverages, appealing to specific
consumer segments, or leveraging a strong brand image and recognition to stand out in the market.
In addition, Coca-Cola Vietnam has received many awards as the Employer of Choice, the
Company with the Best Place to Work in Asia and one of the Best Places to Work in Vietnam,

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demonstrating the driving force behind its development. company growth by creating a better
working environment.
2. Positioning
Coca-Cola is a leading global brand in the carbonated soft drinks industry, and its marketing
activities in Vietnam have been successful in promoting brand love. The company's market
segmentation in Vietnam focuses on geographic, demographic, psychographic, and behavioral
elements to drive the market into different segments. The brand positioning of Coca-Cola in
Vietnam is based on the company's broad differentiation strategy, which emphasizes superior
quality beverage products, packaging, high brand image, and recognition.

Positioning Maps:

Coke Life positions itself as the good taste soft drink with low calorie. Therefore, it could compete
with the normal soft drink product on the health while competing with those sugar free soft drinks
on the taste. The perfect balance between the taste and the health could let the company well serve
the customers who want both taste and health.
In terms of differentiation strategy, Coca-Cola Vietnam focuses on developing its products and
services to offer unique features and attributes that add value to the consumer experience. The
company's competitors in the sweetened beverage market in Vietnam include Suntory PepsiCo,
URC Vietnam, and Tan Hiep Phat, all of which are vying for market share in this highly
competitive industry.
In term of positioning strategy, Coca-Cola Vietnam's positioning strategy seems to be focused on
offering a diverse range of beverages that cater to different consumer preferences. The company's
recent transformation into a total beverage company is aimed at expanding its product offerings

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beyond traditional carbonated soft drinks and increasing its market share in nonalcoholic
ready-to-drink (NARTD) beverages.
Unique Selling Proposition
A unique selling proposition refers to the unique benefit exhibited by a company, service, product,
or brand that enables it to stand out from competitors and highlights product benefits that are
meaningful to consumers. Coca-Cola has used its unique selling proposition "live the Coke side of
life" to create intimacy with its consumers and evoke memories and experiences with the brand.
Positioning Statement
Coca-Cola's positioning statement in Vietnam could be "Coca-Cola is the high-quality, refreshing
beverage that brings people together and enhances their enjoyment of life. With our iconic brand
identity and heritage, we have been spreading happiness and joy around the world for over a
century."

Appendix D:

- As for the brand name, it gives customers access to relevant goods ("Coca-Cola diet") with logos
and typefaces that are designed in an amazing and fashionable manner and have already established
a strong memory for them. consumer psychology, too. "Real Magic" is included in the newest
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slogan as well. In addition, unlike ordinary Coca-Cola, Coke Diet's design color is gray or black
rather than red. This Coca-Cola diet's distinguishing feature is that it makes it easier for people to
digest when they eat an excessive amount of oily, poorly digestible food, hence improving their
digestive systems. Coke Diet products in Vietnam come in a variety of package sizes, including
300-ml glass bottles, 1.5-liter PET big bottles, 220-ml tin cans, and 390-ml plastic bottles.

H. References:

[1]"Strategy: The Coca-Cola Company (KO) Strategy A balanced focus on brands while responding

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Long-Term Growth Potential There is a significant long-term growth opportunity for both

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https://investors.coca-colacompany.com/strategy

[2]"10/25/2012. HANOI, VIETNAM, Oct. 26, 2012 - The Coca-Cola Company today announced a

new system investment of US$300 million over the next three years in Vietnam to further

capture growth opportunities in one of the world's major emerging consumer markets. The

stepped-up investment, commencing in 2013, will bring to US$500 million the total ..."

https://www.coca-colacompany.com/press-releases/coke-invests-300-million-for-growth-in-vietnam

[3]"Coca-Cola is a market leader in the carbonated soft drink industry worldwide. The strategy of

franchising to its global bottling partners has enabled it to grow quickly. By partnering with

local small bottlers in under-developed markets, it is able to strategically merge or acquire

these small local businesses to expand the local markets."

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ul

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