Coca- Cola 2B

I. Introduction (Company+ Product description)

1.Company description

*Background: Coca-Cola is an American multinational beverage corporation and is

considered as one of the most famous soft drink companies. Due to the affordable
price and great flavor of Coca-Cola, Vietnamese people have enjoyed it since their
debut

*History timeline:

1886: Coca-Cola was first launched by John Pemberton at his Pemberton Chemical
Company

1994: Coca-Cola officially joined Vietnam’s business

1995: The first joint venture between Coca-Cola Dong Duong and Vinafimex
company was established in Northern Vietnam

Now: one of the most successful soft drink companies

*CEO and chairman of Coca-Cola’s company is James R. Quincey.

In 1996, Quincey joined the organization, has held several senior positions around
the world.

in 2017, he was named CEO and in 2019, he was named Chairman of the Board

* Mission statement:

+“Refresh the world, make a difference” =>aiming to improve life, improve

communities and exceed expectations; focusing both on products and humans

+Leave a legacy for the plant by creating a positive social effect through
sustainable business practices ( Coca-Cola company 2021).

2. Product information

*Function: helps thirst reduction and is regarded as a refresher drink on occasions

or gatherings, seeks to bring people together in a meaningful way.
*Feature:

Design: traditional font printed in white on a vibrant red background in the

rectangle shape

Net weight: 330 ml

Provides 139 calo which is the same as 7% of energy that mature people need to
absorb in order to maintain a balanced and nutritious diet

* Market share

Coca-Cola Beverages Vietnam Ltd Co. had a 10% market share of soft drinks
(October 2020)

The market share has a 0.4% point change from 2018 to 2020

Coca-Cola ranked 3rd in Soft drinks in Vietnam, compared to other competitors

Figure 1: The Coca-Cola Beverages Vietnam Ltd co. market share in October 2020
(Passport)
Figure 2: The Coca-Cola Vietnam compared to other company (Passport)

* Brand awareness

Regarding carbonated soft drinks, Coca-Cola comes to mind for 61.3% of percent
of Vietnamese respondents and the overall brand recognition is nearly 100%.

https://www.slideshare.net/WS-Vietnam-Market-Research/ws-report-softdrink-
using-habit2013-45100233

Coca-Cola was named the Best Brand of the Year (2019) with nominations in
seven categories.

https://en.cocacolavietnam.com/new
s/coca-cola-bagged-multiple-awards-crowned-as-brand-of-the-year-at-mma-
smarties-awards-2019#:~:text=Smarties%20Awards%202019-,Coca%2DCola
%20bagged%20multiple%20awards%2C%20crowned%20as%20Brand%20of
%20the,at%20MMA%20Smarties%20Awards%202019

Using their advertising campaigns to sustain their prestigious position and lead
their market share; enhance the brand image and deliver successfully their
messages to customers.

II. Target customers

*WHO?

Children and young people based on their habits and lifestyle

Ages: from 15 to 40 years old

Gender: Both gender

*WHAT?

Lifestyle: Dynamic people, party and concert lovers who have freedom

People who take care of their family, money positive

*WHERE?

Groups of people living in both urban and suburban areas (Hanoi capital, HCMC)

III. Positioning:

Price:
Coca-Cola original 330ml can 9,500VND

Pepsi original 330ml can 10,600VND

Sa xi Chuong Duong original 330ml can 8,400VND

(Retrieved from bachhoaxanh.com)

Pepsi’s price is higher than Coca-Cola, and Sa xi Chuong Duong is the lowest among the three
brands with the same quantity and packaging.