Market Exploration

Presented by: Date:

Group 5 July 28, 2022
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Today's
Agenda
1. Product identification
2. Customers findings & insights
3. Channels exploration & analysis
4. Recommendations
5. Sustainability initiatives
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DATA COLLECTION

Source of data collection

Observations: In-depth interview

with 40 shoppers and 10
retailers
Location: Ho Chi Minh city,
Hanoi, Binh Duong, Vung Tau

Channels:
● CVS: 15
● Super/hypermarket: 5
● Wet market: 10
● Restaurants: 5

Overview Product & Customers Analysis Recommendation

MARKET OVERVIEW IN VIETNAM

Food and beverage market overview

Vienam ranked 10th in 975,867 billion VND F&B accounts for 35%
Asia for the most revenue (+3.85 YoY) in in total spending of
attractive F&B markets 2020 (15.8% GDP) customers
2019

Source: BMI (2020)

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Overview Product & Customers Analysis Recommendation

MARKET OVERVIEW

NARTD market overview

Global market size was
valued at USD 833.1
billion in 2021
58% of customers are
Expected annual growth
globally shifting to
rate is 5.6% from 2022 to
premium non-alcoholic
2030
beverages

Source: Grand View Research

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Overview Product & Customers Analysis Recommendation

PRODUCT &
CUSTOMERS
IDENTIFICATION

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PRODUCT

What makes a product “premium"?

PRICE and/or
QUALITY
than others in the bringing added
same category values to the users

Overview Product & Customers Analysis Recommendation

PRODUCT

Not a BIG difference in both prices

and values added

Overview Product & Customers Analysis Recommendation

PRODUCT

Except for…

Overview Product & Customers Analysis Recommendation

 OUR CHOSEN PRODUCT FOR ANALYSIS

Slightly higher prices

(about 20% higher than others in the
category, observed in all channels)

Disruptive functional benefits

(certified from Japan)

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Overview Product & Customers Analysis Recommendation

SOURCES OF GROWTH

Non-users that choose

Existing Coke’s users Existing Coke’s users
healthier options from
that stay loyal that left
competitors

Leave for Coke’s original Room to play for

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Overview Product & Customers Analysis Recommendation

TARGET AUDIENCES

THEY ARE…
Women, aging from 20-30, living in urban areas (3 key
cities including Hanoi, HCMC, Danang)

THEIR BEHAVIORS…
● In general: Living a hectic lifestyle, conscious about
health & environment, like to eat out with friends
● When shopping: Like to explore new things, consume
beverages on a daily basis, sensitive to promotion

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Overview Product & Customers Analysis Recommendation

CUSTOMERS’ INSIGHTS

Core benefits of Coke Plus:

Suppress fat absorption and
moderate blood triglyceride Product truth
levels post-meal

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Overview Product & Customers Analysis Recommendation

CUSTOMERS’ INSIGHTS
Top reasons for using Coke:
(1) Booster: Kick-off a day Well-served by Coke original
(2) Routine: Thirst quenching
(>80% of TAs say they will stick to
(3) Connect: To drink with
Coke Original for these needs)
friends and family in meals

Category truth

Core benefits of Coke Plus:

Suppress fat absorption and
moderate blood triglyceride Product truth
levels post-meal

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Overview Product & Customers Analysis Recommendation

CUSTOMERS’ INSIGHTS
Top reasons for using Coke:
(1) Booster: Kick-off a day Well-served by Coke original
(2) Routine: Thirst quenching
(>80% of TAs say they will stick to
(3) Connect: To drink with
Coke Original for these needs)
friends and family in meals

Category truth

Core benefits of Coke Plus: To find a solution that release

Suppress fat absorption and
moderate blood triglyceride
levels post-meal
the thirst for Coke flavors but
Product truth Consumer truth still stay healthy when using
with food
(however, >93% are not aware of
Coke Plus; >57% claim to use
other products for these needs)

JOB TO BE DONE: To highlight product's benefits when using with meals & focus on the right channels
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Overview Product & Customers Analysis Recommendation

CHANNELS
EXPLORATION

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OFFLINE
ONLINE
ONLINE CHANNELS
CHANNELS- -ECOMMERCE
CHANNELS OFF-PREMISE

Food Delivery App E-Commerce

● Convenience
● Fast and convenience
● Home Delivery
Characteristic ● Nhiều discount + Combo
● Easy to compare amongst
●
brands

●
Pricing Deal or Combo with Food Discount by pack (2-3 items)

Mealtime and/ or Snack time

Sale Occasions
Daily
Occasion Personal demand
At home/ study/ workplace

Immediately usage Storage

Purpose
With friends Usage at home with large quantity

Materials CAN, PET CAN, PET

Use by Many people Many people

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Overview Product & Customers Analysis Recommendation

OFFLINE CHANNELS - ON-PREMISE/RESTAURANTS

Display products near the

Charac- dining area
Used in place Purpose
teristic ● Served with meals
● Fixed options

Fixed price
RGM, CAN, PET Materials Pricing
Less promotion

1 person On week in person

Use by Occasion
Many people Weekend with family / friends

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Overview Product & Customers Analysis Recommendation

OFFLINE CHANNELS - OFF-PREMISE/GENERAL TRADE

● Easy and fast to purchase

Characteristic
● Dominated in rural areas

Fixed price
Pricing
Less promotion

Occasion On week in person

Storage, Immediate using

Purpose
at home

Materials PET, RGB

Use by 1 person

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Overview Product & Customers Analysis Recommendation

OFFLINE CHANNELS - OFF-PREMISE/MODERN TRADE
● Spacious,and modern exhibition space
Characteristic ● Sales support services
● Inconvenience, dominated in urban area

Pricing Often reduce prices by selling in boxes (20+ items)

Occasion Weekend with family / friends

Purpose Storage, Immediate using at home

Materials PET, CAN

Hyper & Supermarket Use by Many people

● Import & display new products (following trends)

● Easy & fast to purchase, dominated in big cities Characteristic
● Have relaxing● space to sit down

Discount by pack (2-3 items) Pricing

On week in person / group of 2 Occasion

Storage, Immediate using at home,
Purpose
Using at purchase place, On the way
CAN, PET Materials
1 person Use by
CVS & Minimarts
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Overview Product & Customers Analysis Recommendation

RECOMMENDATIONS

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EVALUATION

JOB TO BE DONE: To highlight product's benefits when using with meals & focus on the right channels

2 key strategic focus

BOOSTING AWARENESS BOOSTING SALES OF

OF COKE PLUS and COKE PLUS

Food delivery apps

Hyper/Supermarkets
via via CVS & Minimart
Traditional channels
On premise - Restaurants

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Overview Product & Customers Analysis Recommendation

EXECUTION - RAISING AWARENESS

Super/hypermarket
Generate the space in the
display booth, showcase

Organise minigames to
discover Cocacola Plus

Buy Cocacola original, get

Cocacola Plus

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Overview Product & Customers Analysis Recommendation

EXECUTION - RAISING AWARENESS

Traditional channels
Provide merchants with Provide incentives for retailers:
standee/banner discount or display tools

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Overview Product & Customers Analysis Recommendation

EXECUTION - ACTIVATION

DELIVERY APPS PROMOTION

DISPLAY IMAGE of
Pop-up SUGGESTION
products in landing
BANNER when
page with catchy visual
customers are
and motivating quote
searching for beverage

Provide ACCUMULATED Sale in

POINTS for further COMBO/DISCOUNT
purchase when purchasing with
food

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Overview Product & Customers Analysis Recommendation

EXECUTION - ACTIVATION

CVS & Minimarts

Banners optimization in Combo buying with food Activation activities and

sit-together areas served at CVS merchandize giving
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Overview Product & Customers Analysis Recommendation

EXECUTION - ACTIVATION

ON-PREMISE - RESTAURANTS

THE GIANT COKE MACHINE

With digital signage

displaying Coke Plus’s TVC

Customers can get their

own Coke Plus when at the
restaurants

GROUP GAMING while waiting for food

orders, claiming Coke Plus’s vouchers
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Overview Product & Customers Analysis Recommendation

THE COCA-COLA
COMPANY’
SUSTAINABILITY
INITIATIVES

Sustainable Date:
Development Goals March 20, 2025 28
EVALUATION ON THE CURRENT

Environmental Economical Social

● Biodiversity ● Stakeholder Engagement ● Connect Communities

Conservation ● Partnerships ● Creating jobs & DEI Initiatives
● Water Consumption ● Social Projects
● Packing
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Overview Product & Customers Analysis Recommendation

PROPOSAL FOR FUTURE

Sustainability

● On Website
● At Office ● Capital for
● Offer remote work
● Packing material Merchandise
● Energy-efficient
● The Giant Coke ● Recycled Workshops
Upgrades
Machine ● Students Projects
● Do business with
green businesses

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Overview Product & Customers Analysis Recommendation

THANK
YOU!
Q&A

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