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Communication Tool
Phuong Anh Vu, M.A

Topic: Design a promotion campaign for

Coca-cola for the Lunar New Year 2021

Hanoi, 2021
 Table of Contents

1. Situation analyst....................................................................3
2. Target audience.....................................................................3
3. Communication objective.....................................................4
4. Design message......................................................................4
5. Select channel........................................................................5
6. Budget....................................................................................5
 1. Situation analyst
Lunar New Year is always a time for people to come home to reunite after a long
year, to return to their families, to their homeland, to welcome the warm time and
get ready for the coming new year. It can be said that the Lunar New Year is the
time when the shopping needs of consumers increase strongly. Taking advantage
of this time, all brands are pushing to promote their products and brands.
Especially for FMCG industries, this is the opportunity to make the most profit of
the year. For this reason, businesses are willing to spend huge budgets on
marketing activities with the desire to strengthen emotions with consumers, boost
sales and become the top brands in the occasion. Tet. Another noteworthy point at
this point is that consumers tend to shop more online and actively participate in
programs and mini games to receive incentives.
Although the year 2020 with the strong spread of Covid-19, the world has suffered
great losses both in terms of people and economy. In Vietnam, thanks to the
determination to fight the epidemic and the solidarity of the entire people, almost
all special events of the year are held normally. With the fierce competition of
many brands along with the goal of boosting sales, Cocacola also promotes its
promotional activities.

2. Target audience
Coca-Cola takes every customer as a target, however, its segmentation is mainly
based on “age, family size, and income.”
Age is one of the most important segments of Coca-Cola dividing it mainly into
two parts: Coca-Cola mainly addresses its product to a young customer base aged
between 10-35. That is why they often use well-known pop stars to promote their
product. Also, the company targets universities, schools, Colleges, etc. in acquiring
contracts. However, the coca-Cola diet products also address an elderly segment
considering people with diabetes who are often 40 plus.
Income is another important factor: the company offers its product in many
different sizes and packages at different price levels making it affordable also for
students, families, the middle-class, etc. This segment is also connected to family
size, because of the variation in bottle size and packaging.
But in this Lunar New Year campaign, Cocacola focuses mainly on households
and those who are working and studying in big cities, far from home.

3. Communication objective
Reach as many customers nationwide as possible, especially target customers. To
become the top of customer mind brand combined with the message for customers
to think about going home with Cocacola.
Focusing on customer details will quickly return home after 2020 with a lot of
influence by Covid 19. 2020 has been a relatively bleak year for the outbreak of
the Covid 19 pandemic and its effects, global economic crises, many unemployed
people, and many businesses filing for bankruptcy. Going through the really
difficult year 2020, although Vietnam has done very well, it is inevitable that it
will affect people's lives. Build in the mind of the customer an image that everyone
can be happy with cocacola and increase in sales impressively.

4. Design message
“Spring mounts - Tet reunites”
“Xuân gắn kết, tết xum vầy”
Coca Cola is a big brand and is a popular beverage today. Especially, this brand is
also a giant in the advertising industry when it spends a huge amount of money on
advertising:
 Attraction: Tet is according to the concept of Vietnamese people in general
and Asians in particular, this is a time for people to gather together, spend
time together. This is also the most special time of the year for everyone to
get together for the fullest Tet holiday for the family. Knowing that Coca has
brought a message very close to anyone to remind everyone towards a warm
Tet reunion with family - "Spring cohesion - Tet reunion"
 Interesting: The message that coca sends always corresponds to the
packaging of the product. Typically, when it comes to coca, people will be
familiar with the image of the swallow bird signaling spring. In addition, the
distinctive red color accentuates the vibrant colors of the warm Tet. In
addition, a swallow is also a group of birds as well as the coca message sent
to its customers towards the reunion.
  Desires: According to Vietnamese media, red is the color of luck, warmth -
what people always crave, but the packaging of Cocacola products correctly
mentally. customer. In addition, the image of the swallow creates the
message "Spring mounts - Reunion New Year", making customers see their
wishes fully - complete, reunited, lucky.
 Action: through this message, Cocacola urges people to return to their
homeland, to return to their families to celebrate the New Year together, to
gather around the tray with Cocacola products.

5. Select channel
• Mass media: Tivi. As one of the official advertising channels of the
government, this is one of the channels that coca-cola regularly uses to
promote the image of the business, creating a trust for consumers to help
enhance its position. Because the cost of advertising this channel is very
expensive, not all businesses can advertise.
• Social media: Youtube, Facebook, Instagram,... With the current
development of the internet system with diverse ages of use, Coca-Cola has
spent the majority of marketing expenses for this advertising channel.
• Outdoor Media: Billboard, Inner city led screen, Street furniture, Transit,
Alternative. This form of advertising will be advertised on national
highways and highways. Affirming brand position in customers' hearts and
creating brand recognition.
• Individual media: Chain store. Both a distribution channel for goods and an
advertising channel for the company's product image, this is a channel that
saves a lot of costs for current retail businesses.

6. Budget
Coca-Cola has always relied on advertising to promote and market the brands, and
this is why we always lead, have been on the market for over a century.
Channel Time Place Budget
3 months at the Facebook ads,
Social network 1.5B VND
end of year google display
4-5 months before
Mass media VTV3 15B VND
Tet
Outdoor media 6 months around Billboards 5B VND
 outdoors, public
Tet
transport

Members

Stt Name Tasks Rate

Set up outline, timeline,
assign the task, do the
19 Nguyen Thi Nghia (leader) A
communication objective,
synthesis report
Advertisement actor, and
23 Nguyen Vu Trang Nguyen B
design message
Design poster and
41 Nguyen Thu Trang A
situation analysis
Advertisement actor,
42 Pham Thu Trang B
choosing media
Create ideas, shoot
43 Vu Hien Trang advertising content, edit A
videos
Advertisement actor,
44 Nguyen Viet Trung C
identify target audience
Advertisement actor,
38 Nguyen Van Toan B
Estimated budget
Director shoots
32 Nguyen Viet Thanh A
commercials, edits videos