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Đề tài thảo luận tiếng anh 2 TMU: Present a product whose marketing campaign impressed you......................................................................................................................................................................................................................
- TOPIC: PRESENT THE PRODUCT WHOSE MARKETING CAMPAIGN IMPRESSED YOU WELCOME TO MY GROUP’S PRESENTATION Today we ‘ll talk about the product whose marketing campaign impressed us and we decided to choose Coca Cola brand But first…we need to know what a marketing campaign is A marketing campaign consists of specific activities designed to promote a product, service or business It is the coordinated series of steps that can include promotion of a product through different mediums (television, radio, print, online) using a variety of different types of advertisements And, a successful campaign relies quite more on advertising activities As you know,Coca cola is the no.1 brand of carbonated water, which is known by 94 percent of population in the world Coca Cola corporation is established in the US in 1893, first called Coke and works on 200 countries in the whole world Coca-Cola’s agency in Viet Nam is founded in 1994 Until now, they have main factories in HCM, Ha Noi and Da Nang Their slogan is: “Our customers on around the world are who deserve to be enjoyed drinks with the best quality” Coca cola is one of the most successful brands in FMCG in the world and they have many impressive marketing campaigns Coca-cola in recent years has made a different through product innovation and create differentiation for their brand through media activities Nearly all of what nature the secret of success that Coca-Cola corporation has been done comes from the idea of entrepreneur Asa Candler talent Asa Candler spared no money on advertising to build brand As early as 1895, Coca-Cola beverage have been sold in all US states Asa Candler made a campaign to introduce the largest ever at the time Coca-Cola had marketing teams everywhere Simultaneously on the mass media and billboards, coca-cola appear with more frequency unmatched Thus, from the outset, Coca-Cola knew how to invest in promotional activities, marketing to thereby building a famous brand throughout the world Today, when the marketing and advertising have become familiar elements strong support to the development of the majority of the brand, Coca-Cola continued to assert “ ego” when giving the advertising campaign "fever" such as: 1.“ Share a coke” campaign : This marketing strategy traded out the company's iconic logo on 20-ounce bottles for 250 of the country's most popular names Essentially, consumers had the chance to have a generic name, such as "David," printed on Coca-Cola bottles and were encouraged to share those bottles with friends and family Additionally, consumers could share their experiences and stories on Twitter with the hashtag #ShareaCoke Those who shared their stories were entered to have their photos featured on the company's website and across company billboards 2.Coca Cola Friendly Twist : It dreamed up a design for Coke's plastic bottles featuring a cap that could only be opened when fit together with another bottle's cap and twisted Thus, you have to pair off to be refreshed To show off the design, the brand found people in most desperate need of a little friendly conversation, who are also generally not opposed to pairing off: college freshmen at the beginning of the school year It put a stash of the bottles on a campus The students had to partner with someone if they wanted to open their Coke While the initial days of class are mainly filled with excitement, making new friends can be a bit intimidating That’s why Coca Cola Colombia and Leo Burnett came up with a unique way to help students shake the first-year jitters and bond with their fellow freshmen 3.Coca Hug Machine: The Coca-Cola Company and Ogilvy & Mather have created the ‘Cola-Cola Hug Machine’ to bring doses of happiness into the lives of people anywhere and everywhere This regional initiative, which is part of “Open Happiness”, The Coca-Cola Company’s global marketing campaign, started in Singapore People were pleasantly surprised to see a regular-looking CocaCola vending machine, with the words “hug me” in large letters on the front Those bold enough to embrace the machine were rewarded with cans of ice-cold Coca-Cola and left with huge smiles on their faces “Happiness is contagious The Coca-Cola Hug Machine is a simple idea to spread some happiness,” explained Leonardo O’Grady, ASEAN IMC Director, The Coca-Cola Company “Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large “Whether you were hugging the machine or experiencing the event online, our goal was the same - to put a smile on your face and share that emotional connection Reactions were amazing… people really had fun with it and at one point we had four to five people hugging the machine at the same time as well as each other! In fact, there was a long line of people looking to give hugs – it was really heartwarming ” 4.Tweet your Christmas Wish: For Christmas 2011 Coca-Cola gave people the chance to have their tweets displayed on its giant neon sign in Piccadilly Circus Users had to submit their messages through Coke Zone and could then view a live stream of the billboard to see their message come up if they couldn’t be there in person In 2011 there were 94 tweets per day, twice as many as in 2010 , with a total of 864 tweets displayed Overall there were 6,278 total webcam views, which isn’t really a startling amount, but it’s still quite a neat campaign Besides, coke has always come up with the innovation and new marketing methods This is the first company to test methods for customers to try the product and use coupons They are also the pioneer in the feminist movement in the workplace Coca cola is known as the company has revolutionized the marketing method, make many other corporations to imitate the ways of their promotion in the hope of achieving a successful part of the group that achieved This proves that a strong brand as Coca has impressive marketing campaign The most impressive marketing campaign of Coca Cola and the difference between it and the other brands Coca- cola has many successful marketing campaigns which are popular in the world such as share a coke, the coca-cola happiness machine, coke zone, king of recycle, super bowl 2012, tweet your Christmas wish, the friendship experiment, the “Ahh” effect, digital media advertising campaign But the marketing campaign impressed us is the series of activities about " Give coca-cola give the feelings" In 2014, this soft drink company has launched a strategy of “ booming” , which is printing the name of the user on the cans The rush of photographing with bottles or cans of coca-cola which print his name was " make rain make wind " in Vietnam after the " addictive" for youth in more than 123 countries throughout two summer This is considered as one of the creative advertising campaign and most effective in the history of this brand After the “ fever” print the name on cans of Coca-Cola in 2014, Coca-cola continues to bring activities print the emoticons on cans The program " Give coca-cola give the feelings" take place in 12 cities and provinces across the country so wherever you also would be get cans of coca cola which print his name or his emotion icons The creative activities of Coca-Cola will create conditions for young people revealed the feeling is difficult to say in words, easy reveal the feelings spontaneously and entirely Another strategy to promote this campaign is the ads “talking” The talking advertising boards at Nguyen Van Troi crossroads in Ho Chi Minh city had attracted the attention of traffic participants after just 10 days of occurrence The appearance of unique interactive banners with the logo “ hello”, “hugs”, “ glance”, made 24 hours of people living over Ho Chi Minh city becoming lively 60 seconds wait signal traffic lights was no longer boring, rather it was the funny moments The meaning of the emotional table brought was not only stop at the smile when in traffic but also help people share positive emotions and closer together than Specifically, Viet Nam was the first market to promote this campaign, ahead of more than 200 countries worldwide This is a turning point marking the implementation turned emoticons in the real world, brings moments of elationfilled summer Moreover, when comparing with another brands such as Pepsi.co or Tan Hiep Phat, we can see Coca-cola is the most outstanding marketer Now I will explain the reason why Coca cola is the best choice for ourshelves First, it is hard to say in 1990s, Pepsi.co beat Coca cola in the Vietnamese market At this time, Pepsi.co was the pioneer in the soft-drink sector, and Coca cola had no advantages or any chances to overcome Pepsi.co because they just were late comer Pepsi.co had everything: the best brand name, the good services and high-quality products, there is no denial that their marketing strategies are very helpful, so it is easy to understand why they can win the market After few years, Coca-cola decided to join in the Vietnamese market when their enemy, Pepsi.co was very popular and they built up a strong communication with theVietnamese people throughout distribution channels But the important reason is Vietnamese people prefer the sweet taste of Pepsi.co more than Coca-cola So how Coca-cola overcome these challenges? Firstly, they made up their minds to keep using retail marketing strategy The purpose of this strategy is that they want to market a different taste to people who had been similar to only one sweet taste of the soft-drink from Pepsi.co for many years Secondly, they want to market their products to a large number of small shops with special offers to create the market share Therefore, on 1st January, 2013, Coca-cola coopearted with Co.op Mart, the leading supermarket in Vietnam`s market They gave their customers umbreallas, cups, as bonus gifts when the customer buy Coca-cola products By this way, Coca-cola was successful to attract more customers, improve their business imagine and made their brand name become popular with people Now, I will give you a clearly example about the war between Pepsi.co and Coca-cola In 2011, Pepsico invited TVXQ- a famous Kpop artist, to act as their sole representative with the purpose to increase their sales, otherwise, Coca-cola chosen to sponsor a music festival which had BigBang performed in Vietnam The result is that Coca-cola was the winner The reason is very simple: they promoted their product through music Everybody knows Kpop music is very popular with young generation, especially in Vietnam, so Coca-cola choose a simple marketing strategy to achive and draw more attention from people, holding a music festival, invite a famous artist and make people pay attention to their brand Comparing with Pepsi.Co, who is also choose an Kpop famoust artist to promote their products but not coming to Vietnam, of course they can`t win Coca-cola This marketing campaign is considered the top ads caught the consumer ‘s curiosity of Coca and this is not only a usual ads, but it also brings very meaningful message to everyone That is the reason why Coca outstrips Pepsi in recent years There is strong excitement within the Coke Vietnam team as expressed by Uyen Pham Na, Marketing Director, Coca-Cola Vietnam, "Share a Coke emoticons is, once again, proving our way of doing marketing with the "Consumer at heart" I believe Coke Emoticons will be a new way for Vietnamese teens to communicate their feelings This campaign not only brings Coca-Cola closer to our consumer but also benefits our business with promising volume increase." Stan Lim, Creative Director, Isobar Singapore added, "Working on the latest iteration of 'Share A Coke' has been a dream scenario for Isobar By personalizing their product with names and now the ubiquitous language of emoticons, Coke and the agency team has created something that seamlessly blends online and offline behaviors, that travels across borders, that will live and grow in the virtual and in the physical world." ... impressive marketing campaign of Coca Cola and the difference between it and the other brands Coca- cola has many successful marketing campaigns which are popular in the world such as share a coke,... the majority of the brand, Coca-Cola continued to assert “ ego” when giving the advertising campaign "fever" such as: 1.“ Share a coke” campaign : This marketing strategy traded out the company's... promote this campaign is the ads “talking” The talking advertising boards at Nguyen Van Troi crossroads in Ho Chi Minh city had attracted the attention of traffic participants after just 10 days of