THE FINANCIAL

UNIVERSITY OF FINANCE – MARKETING

FACULTY OF MARKETING
------------

INTEGRATED MARKETING
COMMUNICATION
TERMINAL EXAMINATION
Instructor: Nguyen Thi Minh Ngoc
Faculty: Marketing
Specialization: Marketing Communications
Classroom section: 2321702049708

Group of students:
1/ Nguyễn Mỹ Nhung
2/ Nguyễn Thị Tố Vân
3/ Nguyễn Huỳnh Thùy Dương
4/ Lâm Tú Hà
5/ Du Gia Khương

Ho Chi Minh City, August 2023

 THE FINANCIAL
UNIVERSITY OF FINANCE – MARKETING
FACULTY OF MARKETING
------------

DEVELOPING AN INTEGRATED MARKETING

COMMUNICATION PLAN FOR SUNTORY
PEPSICO’S MINRINDA IN VIETNAM FOR THE
FIRST SIX MONTHS OF 2024
Instructor: Nguyen Thi Minh Ngoc

Group of students:
1/ Nguyễn Mỹ Nhung
2/ Nguyễn Thị Tố Vân
3/ Nguyễn Huỳnh Thùy Dương
4/ Lâm Tú Hà
5/ Du Gia Khương
Classroom section: 2321702049708

Ho Chi Minh City, August 2023

 ALTERNATIVE TABLE AND LEVELS OF COMPLETIONS
No. Full Name Student code Assignment of work Evaluation

- Reason for choosing topic.

- SWOT
Nguyễn Huỳnh Thuỳ - Objectives
1 2121003813 20%
Dương - Overall Approach
- Action & Deployment Plan
- KPI

- Competitors
- Positioning
- Objectives
2 Lâm Tú Hà 2121003693 20%
- Overall Approach
- Action & Deployment Plan
- KPI

- Segmentation
- Objectives
3 Du Gia Khương 2121003665 - Target Audience Analysis 20%
- Action & Deployment Plan
- KPI

- Market & Category

- SWOT
- Objectives
4 Nguyễn Mỹ Nhung 2121013492 20%
- Overal Approach
- Action & Deployment Plan
- Budget

- Company & Brand

- Objectives
- Action & Deployment Plan
5 Nguyễn Thị Tố Vân 2121010969 20%
- Design
- Overall Approach
- Word

i
 COMMENTS OF INSTRUCTOR

Score in numbers Instructor's signature

(Score in words) (Instructor's full name)

FACULTY OF MARKETING

ii
PLAGIARISM CHECKER

iii
 LIST OF TABLES
Table 3.1. Mirinda brand position table ......................................................................... 8
Table 3.2. SWOT Model of Mirinda .............................................................................. 9
Table 3.3. Combined Strategy Matrix following the SWOT model .............................. 9
Table 4.1. Target Market .............................................................................................. 11
Table 5.1. Stategy approach ......................................................................................... 14
Table 6.1. Mirinda IMC Plan ....................................................................................... 15
Table 6.2. Plan PR articles of phase 1 .......................................................................... 17
Table 7.1. Phase 1 KPIs ............................................................................................... 25
Table 7.2. Phase 2 KPIs ............................................................................................... 26
Table 7.3. Phase 3 KPIs ............................................................................................... 27
Table 7.4. Budget in the campaign ............................................................................... 27
Table 7.5. Campaign timeline ...................................................................................... 29
Table 8.1. Risk management plan phase 1 ................................................................... 30
Table 8.2. Risk management plan phase 2 ................................................................... 30
Table 8.3. Risk management plan phase 3 ................................................................... 31

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 LIST OF FIGURES
Figure 2.1. Top 10 markets in the world in terms of sales as well as consumption volume
in the beverage market today ................................................................................................ 2
Figure 2.2. Graph of the change in spending on soft drinks within 2 years (from Q3/2020
to Q2/2022) ........................................................................................................................... 2
Figure 3.1. Suntory Pepsico Vietnam Beverage logo .................................................... 5
Figure 3.2. Mirinda Logo ............................................................................................... 5
Figure 3.3. Brand positioning map ................................................................................. 8
Figure 6.1. . TVC Tết Mirinda - Mình kể, cả nhà đều vui ........................................... 18
Figure 6.2. LCD at universities promote for tiktok challenge - Bung Chất Mírinda ... 20
Figure 6.3. Poster kick off Mirinda Costume Design Contest from cans and bottles -
“Bật chất - Bật đam mê” ..................................................................................................... 21
Figure 6.4. Example for activation booth ..................................................................... 23

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 TABLE OF CONTENT
CHAPTER 1 - REASON FOR CHOOSING TOPIC ....................................................1
CHAPTER 2 - MARKET AND BUSINESS OVERVIEW ...........................................2
2.1. Overview of Vietnam's beverage market ..................................................................... 2
2.2. Consumption trends in the Vietnamese beverage market .......................................... 3
2.3. Internet usage trends in Vietnam ................................................................................ 3
2.4. Market development potential ..................................................................................... 3
CHAPTER 3 - THE COMPANY’S SITUATION ANALYSIS ....................................5
3.1. Company (Suntory PepsiCo Vietnam Beverage) ........................................................ 5
3.1.1.Introduction .............................................................................................................. 5
3.1.2.Brand Mirinda .......................................................................................................... 5
3.1.2.1. Introduction ....................................................................................................... 5
3.1.2.2. Brand Campaign ................................................................................................ 5
3.2. Competitors .................................................................................................................. 7
3.2.1.Direct competitors .................................................................................................... 7
3.2.2.Indirect competitors ................................................................................................. 7
3.2.3.Potential competitors ............................................................................................... 7
3.2.4.Competitive advantage ............................................................................................. 7
3.2.5.Positioning ............................................................................................................... 8
3.3. SWOT model ................................................................................................................ 8
CHAPTER 4 - OBJECTIVE AND TARGET AUDIENCE ANALYSIS ....................10
4.1. Marketing objectives .................................................................................................. 10
4.2. Communication objectives ......................................................................................... 10
4.3. Target Market ............................................................................................................ 10
4.4. Target Audience ......................................................................................................... 10
4.5. Insight......................................................................................................................... 13
CHAPTER 5 - STRATEGIC APPROACH ...................................................................14
CHAPTER 6 - ACTION PLAN .......................................................................................15
6.1. IMC plan .................................................................................................................... 15
6.2. Phase 1: Awareness ................................................................................................... 16
6.2.1.Discussion on social networks: “Bung chất - Bật vui - Sống tự tin.” ................... 16
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 6.2.2.TVC: “Tết Mírinda - Mình kể, cả nhà đều vui” ..................................................... 18
6.3. Phase 2 ....................................................................................................................... 19
6.3.1.Tik Tok Challenge - #BungChat - cùng Mírinda ................................................... 19
6.3.2.Mirinda Can and Bottle Costume Design Contest - “Bật chất - Bật đam mê” ..... 21
6.4. Phase 3 ....................................................................................................................... 22
6.4.1.Sponsor the game show “Rap Viet” season 4 ........................................................ 22
6.4.2.Fundraising run “Bật Mírinda - Bật Mí hạnh phúc” ............................................ 23
CHAPTER 7 - KPIS & BUDGET ...................................................................................25
7.1. KPIs ............................................................................................................................ 25
7.1.1.Phase 1 ................................................................................................................... 25
7.1.2.Phase 2 ................................................................................................................... 26
7.1.3.Phase 3 ................................................................................................................... 27
7.2. Budget ......................................................................................................................... 27
7.3. Timeline ...................................................................................................................... 29
CHAPTER 8 - MANAGEMENT.....................................................................................30
8.1. Phase 1 ....................................................................................................................... 30
8.2 Phase 2 ........................................................................................................................ 30
8.3. Phase 3 ....................................................................................................................... 31
REFERENCES .................................................................................................................32

vii
 CHAPTER 1
REASON FOR CHOOSING TOPIC
Suntory Pepsico Vietnam Beverage Company Limited is one of the leading companies
in Vietnam in the fast-moving consumer goods (FMCG) industry. Dr. Le Duy Binh -
economist, director of Economia Vietnam shared that the fast-moving consumer goods
(FMCG) industry has an important meaning in any economy at the seminar "FMCG
enterprises recover the economy". economy, making a breakthrough after the Covid-19
pandemic” on VnExpress. Currently, Vietnam's fast-moving consumer goods (FMCG)
industry is assessed and identified as one of the fastest growing markets in the ASEAN
region.
According to Mr. Le Duy Binh, FMCG makes up the majority of Vietnam's total retail
sales, and in 2021, the total retail sales of goods in our country will reach about 180 billion
USD. During the past decade, the growth rate of the FMCG industry has been 10-12%, in
the two years of the pandemic, it was 6%. In just the first 8 months of 2022, the growth rate
has reached 19%, showing that this industry has recovered strongly. Dr. Le Duy Binh
expects the growth rate of 10 - 12% can continue to be maintained in the next 5 to 10 years.
(Huyen Anh, 2022).
According to a report by Brand Vietnam, Vietnamese consumers showed signs of
sharply cutting down on eating and drinking norms and related consumption activities at
the time of the epidemic. In contrast, the purchase of FMCG goods maintained and grew
stronger.
Beverage is a fast-moving consumer goods (FMCG) product with high consumption
and is one of the best-selling products in this category. Many big brands in the world have
invested and joined this field. In many countries, the average daily rate of beverage
consumption is close to 50%. In Vietnam, this segment has a very high growth rate, with an
average consumption of over 23 liters/person/year. Beverage companies account for 85%
of total beer and beverage production.
Currently, the Vietnamese beverage market has a multitude of product categories.
Especially in carbonated soft drinks, it also meets a large part of consumers' needs with
many unique and attractive options. The two major players that dominate the beverage
market are Coca-Cola and Pepsi. However, the Mirinda product of Suntory PepsiCo
Vietnam Co., Ltd. has recently made a strong and impressive comeback, especially thanks
to the communication strategy.
For this subject, the team chose the topic of media planning for Mirinda products of
Suntory PepsiCo Co., Ltd. in the Ho Chi Minh City market from January to June 2024.
Building on Mirinda's success for Up to now, the goal is to increase product awareness,
increase customer loyalty to the brand, motivate consumers to buy and use products,
increase sales and maintain and expand the market share of the company.
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 CHAPTER 2
MARKET AND BUSINESS OVERVIEW
2.1. Overview of Vietnam's beverage market
Beverage is a commodity in the FMCG industry, it has great consumption and is in the
top of the products with the highest sales volume in this industry. In the world, this is also
the item that many famous brands invest and participate in the most, in many countries, this
is an item with an average number of users per day at nearly 50%.

Figure 2.1. Top 10 markets in the world in terms of sales as well as consumption volume in the
beverage market today

Vietnam's beverage market has grown again after the Covid-19 pandemic. Retail sales
of soft drinks in 2022 will reach 4,500 liters, an increase of about 5% over the same period
in 2021. It is forecasted that the growth of beverage
consumption in the period 2022-2024 ranges from
4.3-4, 8%. Prospect of Vietnam's beverage market is
considered to be rich in potential in many small
segments.
Among the industry groups in Vietnam in 2022,
the beverage manufacturing industry is the group
with the highest growth rate compared to the same
period last year, with revenue 77.5% higher than in
the third quarter of 2021. In particular, the sales of
the beverage group in 2022 made a strong impression
when they both grew in the first and second Figure 2.2. Graph of the change in spending on soft
quarters of 2022. drinks within 2 years (from Q3/2020 to Q2/2022)
(Source: Kantar)
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 In Vietnam, there are many different types of soft drinks on the market today, to
meet the needs of consumers. There are many beverage manufacturers on the market today.
They are always looking for and making new drinks. The leading enterprises that cannot
fail to talk about the success of the beverage industry are: SUNTORY PEPSICO Vietnam
Beverage Co., Ltd., Coca Cola Vietnam, Tan Hiep Phat Group, Red Bull Co., Ltd. Lavie
Co., Ltd., Vinamilk Company,... Vietnam's non-alcoholic beverage market segment in
recent years has mainly been the competition of Suntory PepsiCo and Coca-Cola. In the
country, Tan Hiep Phat is the most formidable opponent of these two names.
2.2.Consumption trends in the Vietnamese beverage market
The current trend of Vietnamese people's beverage consumption has posed many
challenges for businesses, especially those specializing in the production of carbonated soft
drinks. The problem for these businesses is to find suitable directions, create carbonated
beverage products that meet the new consumption trends of Vietnamese people, and at the
same time plan. and implement effective marketing strategies, communication strategies,
etc. to attract consumers and continue to stand firm in this fiercely competitive market.
2.3.Internet usage trends in Vietnam
In January 2023, Vietnam had a total of 77.93 million Internet users, reaching an
Internet usage rate of 79.1% of the total population. According to an analysis by Kepios,
the number of Internet users in Vietnam has increased by 7.3% compared to 2022. However,
there will still be about 20.9% of Vietnam's population, or about 20.6 million people, not
using the Internet at the beginning of 2023.
Regarding the proportion of social network users in Vietnam, 64.4 million people aged
18 years and older are using social networking platforms (accounting for 89% of the total
population aged 18 years and older at the time of the survey). list). The 5 most used social
networking platforms in Vietnam include: Facebook (91.6%), Zalo (90.1%), TikTok
(77.5%), Facebook Messenger (77%) and Instagram (55.4%).
=> The rise and popularity of social networks in Vietnam offers opportunities to reach
potential markets and a large customer base. However, businesses will also face some
challenges such as: the problem of reaching customers without using the Internet,
competition, and challenges in attracting and managing the brand's image on social
networks.
2.4.Market development potential
Currently, according to the Vietnam Beer and Alcohol Association, there are about 1800
beverage production facilities. The annual growth rate increases steadily at 6-7%, while in
other markets such as France and Japan, it is only expected to reach 2%/year.
Also, according to data from vtown.vn, carbonated soft drinks account for 23.74% of
Vietnam's beverage market share. With a beverage market of nearly 2,000 beverage
production facilities, along with impressive growth year over year in the beverage sector.

3
Brands have a lot of opportunities to develop, especially when the current trend is not to
focus too much on brands, this is the key for many new names to emerge, sometimes
surpassing other senior names.
Vietnam - a market with great potential for the beverage industry to develop. The first
is due to Vietnam's hot and humid climate, which has a great impact on the demand for
beverage products. Besides, the beverage industry over the years has also achieved steady
growth. In the beverage market with high consumption like Vietnam, the value of non-
alcoholic beverages has grown strongly in recent years.
The Vietnamese beverage market is expected to grow strongly in the coming years. All
brands are preparing to enter the "battle" of the future, this will be the time when
communication strategies are ready to explode to attract customers to use their products.
Therefore, studying the weaknesses and strengths of the market is essential to be able to
create an effective campaign for your business.

4
 CHAPTER 3
THE COMPANY’S SITUATION ANALYSIS
3.1. Company (Suntory PepsiCo Vietnam Beverage)
3.1.1.Introduction
PepsiCo is a leading global food and beverage corporation, owning 22 brands, each
with over $1 billion in annual revenue. PepsiCo has been present in Vietnam since 1991
and has grown tremendously over the past 30 years. PepsiCo's core businesses are Quaker,
Tropicana, Gatorade, Lays, Pepsi, PepsiCo offers a wide range of food and beverage
products from fun products to healthy products for people. consumption. The company
creates initiatives to protect the environment by saving electricity, water consumption,
reducing packaging and actively implementing corporate social responsibility.
- Mission: “Becoming a leader in consumer goods
manufacturing with a focus on convenience foods and
beverages. We constantly seek and create healthy
brands for investors, create growth opportunities and
bring many economic benefits to our employees,
business partners and the communities in which we
operate. We always strive to operate based on honesty,
financial fairness and integrity in all our actions.” Figure 3.1. Suntory Pepsico Vietnam
Beverage logo
3.1.2.Brand Mirinda
3.1.2.1.Introduction
Mirinda is a soft drink brand that originated in Spain in 1959 and is now owned by
PepsiCo with a global distribution system. The name of the brand comes from each
Esperanto which is translated as “admirable” or “astonishing”.
Mirinda has many different fruit flavors such as orange, apple, strawberry, sassafras,
cream soda, tamarind, blueberry etc., including carbonated and non-carbonated drinks.
Mirinda's orange flavor represents the majority of Mirinda's worldwide sales following the
rebranding of the flavor in the early 1990s.
Since the 1970s, Mirinda has been owned by PepsiCo
and is primarily commercialized outside the United States. It
competes with other beverage brands such as Fanta, Tango,
Crush, Sunkist, etc. with flavor brands localized to each
country. Mirinda was present in Vietnam from 2000 - 2002 and
is currently sold in different packaging types and capacities
Mirinda introduced in Vietnam is a globally famous
soft drink and a member of the Suntory PepsiCo family - the
famous giant in the world soft drink market.
3.1.2.2.Brand Campaign
Mirinda positions itself as a brand for teenagers with a
cheerful and dynamic image, a drink that goes with young Figure 3.2. Mirinda Logo
people in fun and parties.
5
 In the first half of 2015, the brand is said to be outdated and unable to connect with
target customers. Mirinda has launched the campaign “Bí mật bật mí dzậy mới dzui” with
Mirinda sassafras to encourage young people to share their “weird” hobbies. Along with
the slogan “Being nerdy is being cool”. These hobbies are then turned into funny pictures,
which are displayed anonymously and voted by teenagers as their favorite hobby. Thanks
to this campaign, young people can share and enjoy those joys without fear. From there,
creating a spillover effect on social networks. At the same time re-create a happy, youthful
and dynamic image in the mind of customers.
Mirinda campaign - Happy New Year 2016 with the slogan "Bold Fun Enabler" -
Mirinda wants to affirm the role of the brand as "the one who brings laughter". The message
is to bring laughter instead of material gifts, by encouraging young people to show boldness
and creativity in giving lucky money during Tet, bringing a positive change to the tradition.
In order to inspire and motivate young Vietnamese to create a revolution about lucky
money: it is lucky money with a smile to express their good wishes for the recipient.
In order to help young people confidently confess their truest feelings, boldly "tell the
truth” On the day of lying, Mirinda's “Cá tháng Tư, Thật Thật Đùa Đùa” campaign has
become an interesting new trend on April 1st. Many young people joke that April Fools is
a special "confession day" for those who are shy and timid. Because the truth is a joke,
accepted love is fun for both sides. If you are unfortunately rejected, just smile and say
"sticky fish" and you can delete it immediately. Understanding the psychology of young
people, this campaign of Mirinda received a strong response.
The TVC series of Tet music “Chuyện cũ bỏ qua” is carefully invested, Mirinda wants
to convey the message “Tet is the right time to easily erase everything, making room for
joy and laughter”. The campaign aims to direct people to good, joyful things, to let go of
sorrows to be ready to welcome more positive and joyful things in the new year. Young,
catchy tunes along with the performance of famous artists Bich Phuong, Truc Nhan, Ricky
Star have contributed to conveying the message and creating a positive effect for Mirinda
during Tet.
In the year 2023 rebranding campaign with slogan “No Flavor Like Your Flavor”. The
campaign aims to rejuvenate the brand and create a connection with teenagers, while
reflecting the variety and creativity of Mirinda's fruit flavors. The campaign was successful:
- Cheer customers there are some individual interests and personalities, not constrained by
social norms. Mirinda wants to encourage young people to express themselves confidently
and courageously, not afraid to be different and unique.
- Create a new and attractive brand for the brand, in line with the trends and needs of modern
youth. Mirinda wants to create a fun and vibrant space where young people can share and
enjoy the irresistible delicious fruit flavors of Mirinda.

6
- Affirming its position as one of the world's leading carbonated beverage brands, with
constant creativity and innovation.
3.2.Competitors
3.2.1.Direct competitors
Fanta by The Coca-Cola Company. Fanta offers various fruit flavors, with orange being
the most popular. Fanta positions itself as a fruity beverage for individuals aged 7-25,
providing refreshment and joy. This is a direct competitor to Mirinda because:
- Both are fruit-flavored carbonated beverage brands, offering a range of flavors such as
orange, apple, grape, and berry.
- They target the same customer segment – those who enjoy fruity beverages, seeking
refreshment and vitality.
- Both brands hold positions within the top 5 carbonated drink brands in Vietnam.
- Their strategies involve consistent product innovation, promotional campaigns, and
sponsorship of cultural, sports, and entertainment events.
- Pricewise, Fanta and Mirinda are comparable, ranging from VND 7,000 to 10,000 per can.
3.2.2.Indirect competitors
Other carbonated fruit-flavored brands like Sprite, 7Up, and La Vie Sparkling.
- They target consumers with preferences for non-alcoholic fruit-flavored beverages.
- Despite differing in flavor and advertising, they target a similar customer segment with
similar characteristics and comparable pricing.
- All three brands belong to large corporations with established market presence in both
carbonated and non-carbonated drink segments.
3.2.3.Potential competitors
- Energy drink brands: RedBull, Monster Energy, Warrior, and Sting. They have the
capability to develop new products or flavors to compete in the beverage market, attracting
consumer interest and new choices. They could appeal to a portion of Mirinda's consumers,
especially those seeking energy, vitality, and focus.
- Bottled mineral water brands: La Vie, Aquafina, Dasani. These mineral water brands are
enriched with health-beneficial minerals. They might capture a part of Mirinda's consumers,
particularly those interested in health and reduced sugar content in beverages.
- Healthy bottled tea: Oolong Tea Plus, Herbal Tea by Dr. Thanh, Green Tea No Sugar.
These bottled tea brands incorporate natural ingredients like green tea, lotus leaf,
chamomile, etc. They could attract a portion of Mirinda's consumers concerned with health
and weight management.
3.2.4.Competitive advantage
- Diverse and innovative flavors: Mirinda Vietnam offers a range of products with various
fruit flavors, not limited to just orange. This diversity and innovation provide customers
with a wide selection.

7
- Brand reputation: Mirinda is an established brand, fostering trust and credibility among
consumers. This makes it easier for the brand to attract loyal customers familiar with its
products.
3.2.5.Positioning
Mirinda positions itself as a brand of carbonated soft drinks with diverse and enjoyable
fruit flavors, targeting youthful, dynamic consumers who appreciate novelty. It caters to
those who value creativity, freedom, and a carefree attitude.
Recently, Mirinda unveiled its new global brand platform, “There's no flavor like your
flavor”, accompanied by a fresh visual identity system. This repositioning aims to establish
Mirinda as a brand that celebrates creativity and uniqueness across generations. The new
global slogan not only signifies the creation of unique taste experiences but also embodies
the spirit of innovation, courage, and positivity among the young and creative.
To better understand Mirinda's positioning on the brand landscape, the table below
clarifies the assessment based on two factors: the diversity of flavors and the nutritional
value of Mirinda compared to its competitors:
Table 3.1. Mirinda brand position table

Mirinda Fanta Sprite 7Up La Vie Sparkling

Diversity of flavors 9 8 6 6 8

Nutritional value 5 6 7 7 7

Figure 3.3. Brand positioning map

3.3.SWOT model
To understand the strengths, weaknesses, opportunities, and challenges of Mirinda
Vietnam, the two following tables will clearly illustrate those aspects:
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 Table 3.2. SWOT Model of Mirinda
Strengths
S1: Past performance has helped build a long-standing
reputation and brand positioning, trusted by
consumers.
S2: The product portfolio is diverse and rich.
S3: Strong distribution system and wide distribution
network.
S4: Strong marketing communication activities
directed to specific messages.
S5: Strong financial resources from parent corporation
PepsiCo.
S6: Sustainable business strategy and high social
responsibility.
Opportunities
O1: In Vietnam, the growth rate of the beverage
industry is stable.
O2: Vietnam's weather is mainly hot and sunny,
suitable for carbonated soft drinks.
O3: Technology and social networks are developing,
helping consumers know more about products.
O4: Carbonated soft drink is the favorite drink of
young people.
Table 3.3. Combined Strategy Matrix following the SWOT model
SO
S1O1: Promote communication activities to reach a large
audience.
S2O4: Developing products to meet the needs of young
people.
S3O3: Promote shopping on social networks.
S4, S5O3: Financial investment for advertising in the
media to reach and stimulate consumers to buy products.
WO
W1W2O3: Take advantage of the development of
technology and social networks to build brand image and
develop corporate communication activities.
W3O1: Taking advantage of the steady growth of the
beverage industry, focusing on developing healthy
carbonated soft drinks.
Weaknesses
W1: Haven't built a consistent and unique brand
image.
W2: Continuous and diverse communication activities
are required.
W3: Carbonated drinks are unpopular with health-
conscious people.
W4: There have not been many activities towards the
environment.
Threats
T1: Market risk with many substitutes from Mirinda's
competitors.
T2: The carbonated beverage market is facing pressure
from health-oriented consumption trends.
T3: Facing environmental and human health harms
from plastic waste.
T4: Customer loyalty to substitute products is not high.
ST
S3T1: Invest in a communication strategy to create
uniqueness and difference.
S2T4: Flexibility to change product strategy.
S6T3: Protect the environment, improve public
health and create a positive image for the brand.
WT
W1W2T1: Actively building a strong and unique
brand image will help increase customer trust and
loyalty in Mirinda products.
W3T2: Diversify products, create products
without gas and focus on promoting their health
benefits.
W4T3: Using eco-friendly and recyclable
packaging, along with raising consumer awareness
through media campaigns.
9
 CHAPTER 4
OBJECTIVE AND TARGET AUDIENCE ANALYSIS
4.1.Marketing objectives
- Increase 3% top-of-mind awareness of Mirinda soft drink products in the first 6 months of
2024 compared to 2023 (from 20% to 23%).
- Increase 10% usage of Mirinda soft drink products in the first 6 months of 2024 compared
to 2023 (from 64,5% to 74,5%).
- Increase 2% retention rate of Mirinda soft drink products in the first 6 months of 2024
compared to 2023 (from 8,2% to 10,2%).
4.2.Communication objectives
- Increase 4% awareness in the first 6 months of 2024 compared to 2023 (from 89% to
93%).
- Increase brand preference by 10% in the first 6 months of 2024 compared to 2023 (from
72% to 82%).
4.3.Target Market
According to research, a quantitative survey of over 100 people and a qualitative
survey of 10 product consumers, the group has determined the Target market for PepsiCo's
Mirinda carbonated soft drink product as follows Table 4.1.
The group has chosen the Teenager group as the Primary object, the Kids and Young
people group as the Secondary for the group's media campaign because the Teenager group
will be a combination of Kids and Young people. In the Kids group, although the children
will consume carbonated water with a high frequency, they will be PASSIVE, because they
are just consumers, not customers. In the Young people group, although they are proactive
in spending, they will be more interested in health, leading to less soft drink consumption
daily. For the Teenager group, high school students and students were able to be more active
in shopping for the things they like, moreover at this age, you will love and consume a lot
of carbonated water, they will be less concerned about sugar and health than young people.
Therefore, the group chose Teenager as Primary for this media campaign.
4.4.Target Audience
The group conducted in-depth interviews with 10 people in the Teenagers group and
summarized the following results:
- 8/10 respondents want to join the fun with friends.
- 8 out of 10 respondents feel insecure when fully expressing their individuality when
playing with friends.
- 7/10 respondents want to express their personality more.
- 8 out of 10 respondents prioritize using soft drinks on normal days.
- 9 out of 10 people agree that if they don't confidently express their personalities, the
conversation will be of less quality.

10
 Key finding: In the fun, being shy, timid, not showing personality makes them feel the
conversations become more boring. They feel self-deprecating because they are afraid that
their story and personality will not be interesting and responsive to everyone around them.
However, everyone wants to talk and be heard.
- Driver: I want to express myself more, I want people to respond and accept my personality
and story.
- Barrier: However, I've always been afraid that my story would bore people and bring
people down. I'm afraid that showing too much of my personality will make people feel
uncomfortable and even think I'm weird.
Table 4.1. Target Market

No Influence Group DEMOGRAPHIC PSYCHOLOGY BEHAVIOR

level

Shopping/consu Media
ming soft drink

1 Age: From 14-21 Lifestyle: young, There is a high Update new trends
years old, active, like to have demand for quickly, easy to
accounting for fun, explore, carbonated catch up with trends
16.8% of Vietnam's vibrant with water. on social networks.
population outside activities, Consume with a According to a report
according to the festivals, parties... frequency of 1 by UNICEF -
2023 statistics. Personality: time per day, use Interpol and Ecpat,
Gender: Both men confident, regularly during 89% of Vietnamese
and women, but cheerful, dynamic, meals and after children aged 12-17
men will account youthful. participating in use the Internet, this
for more because Like to consume outdoor figure is 82% at the
women at this age carbonated water activities to age of 12-13 and
tend to care more at meals and “smash” thirst, increases to 93% at
about weight, parties. cool down the the age of 16 - 17%;
Teenager
Primary

health, and Want to be heat of the 97% at the age of 16-

physique replenished with weather. 17.
(According to the energy and water Brand loyalty is Access to good
group's survey, up after hours of tiring not too high technology.
to 60% Men of the study, sports, or (from the Using a variety of
age prefer to outdoor activities. psychology of social networking
consume Likes to innovate, discovery and platforms with a lot
carbonated water, explore, and I’m innovation), but of frequency and
while women afraid to use 1 if the product time.
account for 40%). brand or 1 taste matches the Prioritize consuming
Income: No. continuously for a taste, it can be information briefly,
Occupation: High long time. more loyal to the quickly.
school student and product.
student.
Geography:
Covering from
North to South.

11
2 Age: From 3-13 Love soft drinks, Often ask their Enjoy watching
years old. especially when parents to buy long-form content on
Gender: Both male eaten with a snack soft drinks, Youtube.
and female. or with a meal. especially when Likes to watch
Income: no. I like fruit flavors they see cartoons on TV and
Occupation: and new flavors. advertisements phones, not too
Kids Children and Strong impression on TV or go to interested in
students. with colorful, the market or advertising.
Geography: unique packaging. supermarket Little/no use of
Covering from Use sweets a lot if with their social media.
North to South. they are available parents.
in the refrigerator, Consume
or when you see regularly with
friends and family high frequency,
using them. even 1 day can
Secondary

be many times.

3 Age: From 22-35 Pay a lot of Will give Using social

years old. attention to health preference to networks with high
Gender: Both male and healthy foods. consuming frequency, liking
and female. Fear of obesity or carbonated water content sharing
Income: over 7 other health on special about the personal
million per month. problems when occasions over experiences of
Young people

Occupation: consuming too ordinary days. consumers,

Worked, including much carbonated Average Access to good
many professions. water. frequency of use technology.
Geography: High brand loyalty, (from 2-3 Have a hobby of
Covering from persistent use of a cans/week). reading electronic
North to South. product if it is good newspapers.
and suitable.
Like to party with
friends after
stressful and tiring
working hours.

4 Description: Including both men and women, who are the main caregivers for the
family, doing housework.
Family

Takers
Care

Being the object of shopping for the family (buying for the whole family to use
together), paying much attention to the interests of children, family, and loved ones.
Prioritize products with incentives (discounts, gifts, ...) when buying products.
Relevant Groups

5 Description: Food Reviewers have a desire to use soft drinks in their meals when
Food Reviewers

recording videos.
Taste: Likes delicious products, diverse flavors, suitable to eat with a variety of foods.
Packaging: Need impressive, unique and beautiful packaging to appear in the video.
In addition, the packaging needs to be highly identifiable so that when they cover the
product logo, people can still recognize the brand.
Having influence on social networks, leading trends.

6 Elderly people: From 45 to 70 years old.

people

They rarely consume soft drinks but often buy soft drinks to give to relatives, relatives
Old

and neighbors on special occasions.

12
 7 Description: Restaurants and restaurants serving carbonated soft drinks are large and

eateries
Restaur
ants,
small nationwide.
Import only the most popular soft drinks on the market to avoid inventory.

8 Description: Wholesalers, retailers, buy products in bulk to distribute to consumers

Wholesalers
and retailers
nationwide such as supermarkets, grocery stores, online and offline soft drink
distributors, ...
Pay much attention to the price from the company when distributing to agents.
If you want to import hot products on the market, you want your store to have a variety
of items.
4.5.Insight
- Category truth: Carbonated soft drinks are the favorite drink of young people and
indispensable in the fun.
- Company truth: Mirinda with a variety of delicious flavors makes it unique and different.
- Customer truth: When chatting with friends, everyone wants to show their own
personality but still brings a comfortable feeling to everyone.
- Insight: Each of us has our own ways of expressing joy, which easily makes the
conversation between us awkward and uncomfortable. However, we always want to show
our personality and difference in fun with friends.

13
 CHAPTER 5
STRATEGIC APPROACH
Target Audience:
- Target customer (Group 1,2,3).
- Relevant group (Group 4,5,6,7,8).
In order to establish clear specific objectives for the campaign, the following Task Map
will outline those aspects:
Table 5.1. Stategy approach

Task map

Present Future

Action They avoid talking to connect or speak
awkwardly, so they sit in silence and miss
out on the shared fun.
They popped the lid using Mirinda's carbonated soft
drink to show their willingness to pop up their own
personality and contribute to the fun of the overall
story. At that time, they can comfortably and
confidently share their differences more.

Think feel - They feel shy and shy when expressing
believe their personality and stories in the fun.
- They worry that showing personality
might upset or disinterest people.
- They believe they need to show an
interesting personality so that people don't
get bored or down in the mood.
- They view sharing as enhancing conversations
with interest and insight.
- Confidence blooms when expressing thoughts,
making personal stories a comfortable and thrilling
contribution.
- They hold expressing oneself as crucial, valuing
every individual's voice, recognizing the richness of
diverse personalities and enriching dialogue.

Strategy approach

Get who People between the ages of 14-25 years. They are energetic young people who enjoy having fun
and showing their differences.

Do what Pop the lid of Mirinda's carbonated soft drink, grab the can and drink refreshingly so they can
enjoy a good time with everyone.

By how Educating the market about the importance of connection and individuality, warning about the
dangers of feeling lost, raising customer awareness and conveying Mirinda's message, elevating
Mirinda's position in the hearts of customers.

Brand role

Emotional Help people confidently express themselves when blending into the fun around them.
Convey the message that we should remove all barriers to express our individuality.

Functional Help people enjoy more fun, chat with people around more comfortably with Mirinda's presence.

- Big Idea: Bật Mírinda

- Key message: Bật nắp Mirinda - Bung miếng chất - Bật cười thả gas.

14
 CHAPTER 6
ACTION PLAN
6.1.IMC plan
For a more comprehensive view, the following table will succinctly illustrate Mirinda's
IMC Plan campaign:
Table 6.1. Mirinda IMC Plan

IMC PLAN
1. Phase Awareness Engagement Amplify

First 6 months of 2024

2. Time
1.5 months 3 months 1.5 months

Remove embarrassing barriers Increase interactive

Mirinda raises awareness for
everyone to understand: A
funny and interesting story will
3. Objectives
be composed of many different
personalities, any one of which
is worthy of respect.
4. Big Idea – Key
Message “Bật nắp Mirinda - Bung miếng chất - Bật cười thả gas.”
Tết Mírinda - Mình kể, cả nhà
5. Sub message
đều vui
Create a discussion on social
networks: “Bung chất - Bật vui - cùng Mírinda
6. Key hook Sống tự tin”
TVC: “Tết Mírinda - Mình kể, from cans and bottles: “Bật chất -
cả nhà đều vui”
- OOH:Posters, billboard, LCD
displays.
- Social post on Facebook
- KOLs: Misthy, The Gem
7. Supporting
Official, Hoa Minzy, Kay Tran,
tactics
AMEE, and HIEUTHHUHAI.
- Social Media: Facebook,
Tikok, Instagram, and Youtube.
- Bumper ads
8.Media - TV
(Channel) - Youtube
when you want to show your activities to
personality. stimulate word-of-
Create and increase the motivation mouth.
to show your own personality and Spread the spirit of
story in each fun. dare to show your
Increase Mirinda's awareness own personality to
strongly through brand exposure. more people.
Bật Mírinda
Mírinda - Tiếng cười
Cùng Mírinda bật chất riêng cực đã
vang khắp mọi nhà
Sponsoring the game
Tik Tok Challenge - #BungChat- show “Rap Viet”
season 4.
Mirinda Costume Design Contest Organize a
fundraising run “Bật
Bật đam mê” Mírinda - Bật Mí
hạnh phúc”.
- Discount big holidays
- KOLs &
- OOH: Billboard, LCD displays.
Ambassadors
- KOLs: Dao Le Phuong Hoa,Cin
sharing.
Bui Thao Ly, Bongplaybang, tlinh,
- Activation Booth.
Phuong My Chi, GonPink,
- Social post on
Cannon,Le Chi, Thao Hoang Taho,
Facebook, Tiktok.
Phuong Ha.
- Ads.
- Social Media: Facebook, Tikok,
- Pr.
and Youtube.
- Banner on Website.
- Bumper ads
- Youtube - Youtube
- Facebook - Facebook

15
 - Facebook - Tiktok - Tiktok
- Tiktok - Website - Website
- Instagram - Newspapers, magazines - Newspapers,
- Website magazines
- Newspapers, magazines

9. Budget 1.515.350.000 VND 2.406.020.000 VND 1.990.350.000 VND

35M reach 30M reach

10. KPIs 20M reach
20% engagement 15% engagement
10% engagement

6.2.Phase 1: Awareness
Time: 01/01/2024 - 16/02/2024.
Objectives: Mirinda raises awareness for everyone to understand: A funny and
interesting story will be composed of many different personalities, any one of which is
worthy of respect.
Sub message: Tết Mírinda - Mình kể, cả nhà đều vui.
“Mình” means the individual as well as one of the family members said, the rest are
happy.
Key hook: TVC “Tết Mírinda - Mình kể, cả nhà đều vui”.
Supporting tactics:
- OOH: Billboard, LCD displays.
- KOLs: Misthy, The Gem Official, Hoa Minzy, Kay Tran, AMEE, and HIEUTHUHAI.
- Social Media: Facebook, Tikok, Instagram, and Youtube.
- Bumper ads
6.2.1.Discussion on social networks: “Bung chất - Bật vui - Sống tự tin.”
Create an opportunity for your target audience to tell a story from their lives that
contains at least one of the words “bật”, “bung”, “chất” hoặc “vui”. Also, encourage them
to use Mirinda as a connecting element to easily bring joy and excitement into their daily
lives.
Time: Starting January 1, 2024.
Content:
Create an event on your personal facebook page, titled “Bung chất - Bật vui - Sống tự
tin”. Everyone will be invited to share a short story from their daily life, which must include
at least one of the keywords “bật”, “bung”, “chất” hoặc “vui”.
How to join:
The target customer writes a short story (150 words maximum) about a moment when
they showed their individuality through "bật", "bung", "chất" hoặc "vui"

16
 They posted their stories on their personal pages with the hashtag
#Mirinda_Bungchat_Batvui and tagged Miranda's official account.
The brand will compile and share the best stories on Mirinda's official page.
KOLs sharing: Misthy, The Gem Official, Hoa Minzy, Kay Tran.
Media channel: Facebook.
Pr Articles:
Content: Book online newspapers to write curious tips about the keyword “bật vui”,
issues around the direction of young people's desire to have more fun and Mirinda is about
to launch a campaign to meet the needs.
Deployment time: 05/01/2024 - 15/01/2024
The detailed timeline of the first activity of phase 1 is presented in the following table:
Table 6.2. Plan PR articles of phase 1

Topic Orientation Channel Form Quantity Time

Please select “bật The article Channel 14 News 2 05/01/2024

vui”! summarizes the Yan.vn article
content posted on the
fanpage and KOLs,
giving a way to
understand the word
“bật vui” in many
bustling meanings
such as "so happy in
the sky"...to create
curiosity and
discussion among the
public.

The wave of In order to help the Vnexpress News 2 08/01/2024

words “bật vui”: word “bật vui” Channel 14 article
Signaling a Tet appear continuously,
campaign about imprinted in the
to explode from customer's mind and
Mirinda? associated with the
brand “Mirinda”.

Mirinda revealed Announcement of Zing.vn News 1 10/01/2024

the name of the Mirinda's upcoming article
Tet 2024 Tet campaign with
campaign. “bật vui” as the
keyword and
mentioning the TVC
launch date

The reason for - What makes you Yan.vn Promotional 2 12/01/2024

young people to “down mood” when Vnexpress articles
respond to you are “high” in the
Mirinda's fun? Mirinda will be
the solution to help

17
 upcoming Tet your fun not be
campaign. “stopped”.
- Mirinda's products
are happily
integrated in the
campaign
implementation.

Mirinda Mirinda changed Channel 14 Reviews 1 15/01/2024

transforms into a from “peace
“smile messenger” to “smile
messenger” in messenger” to “bật
the upcoming Tet vui” young
campaign to customers on the
conquer young occasion of the New
customers. Year.

6.2.2.TVC: “Tết Mírinda - Mình kể, cả nhà đều vui”

Video Content: The New Year is a time when everyone gets together, and Mirinda is
an indispensable character, the catalyst for all the fun to explode. Hieuthuhai appeared at a
meal with his family and opened a can of Mirinda, the can opener sounded with the effect
of flavor explosion, Hieu took a sip and showed a refreshing expression, enjoying the fun
with his family. As for Amee, she entered a cozy fan meeting at the beginning of the year,
a fan invited her to Mirinda, everyone Pop the cap and clink the can, drink it up, and enjoy
the moment.
Time: 30 seconds - 1 minute.
Broadcast time: 16/01/2024
Kick off TVC of campaign in Tet holiday - “Tết Mírinda, mình kể, cả nhà đều vui”
The media:
Facebook, Instagram, Tiktok:
HIEUTHUHAI and AMEE posted media
posts revealing photos, behind-the-scenes
videos, hidden status lines about the project,
and posted media posts when releasing
teasers with hashtags called TVC calling
everyone to look forward to it. product.
After launching TVC on the official
Youtube channel of 2 artists:
- The Mirinda Vietnam Fanpage will make
Figure 6.1. . TVC Tết Mirinda - Mình kể, cả nhà đều vui
an announcement about the collaboration
with the artist to launch a new TVC to satisfy the target audience's desire to get rid of all
external stress and anxiety immediately, and enjoy the game with friends. , you do your

18
best. At the same time, convey the message “Tết Mírinda, mình kể, cả nhà đều vui” to
Vietnamese young people.
- The artist will post a media post calling for the audience to see and share it with friends
and relatives with the hashtag #TetMirinda #MirindaVietnam.
6.3.Phase 2
Time: 17/02/2024 - 16/05/2024
Objectives:
- Eliminate any inhibitions when trying to showcase one's personality.
- Create and boost the motivation to express individual personality and unique stories in
every joyful moment.
- Enhance strong brand recognition for Mirinda through brand interactions.
Sub message: “Cùng Mírinda bật chất riêng cực đã”.
Key hook:
- Tik Tok Challenge - #BungChat- cùng Mírinda
- Mirinda Can and Bottle CostumeDesign Contest - “Bật chất - Bật đam mê”
Supporting tatics:
- OOH: Billboard, LCD displays.
- KOLs: Đào Lê Phương Hoa, Cin Bùi Thảo Ly, Bongplaybang, tlinh, Phương Mỹ Chi,
GonPink, Pháo, Lê Chi, Thảo Hoàng Taho, Phương Hà.
- Social Media: Facebook, TikTok, và YouTube.
- Bumper ads.
6.3.1.Tik Tok Challenge - #BungChat - cùng Mírinda
To provide customers with unique experiences and the confidence to express their
individuality through exciting challenges on the TikTok platform. Simultaneously,
encourage them to view Mirinda as a companion that helps them comfortably showcase
their distinctive qualities.
Overview: Mirinda will organize a contest on the TikTok platform, taking place from
February 17th to March 28th, 2024.
* Participation steps:
- Step 1: Participants will access TikTok, create videos, and share joyful moments by
singing or dancing to the Bung chất cùng Mírinda soundtrack and using Mírinda effects.
- Step 2: Subsequently, they will post the videos on their public TikTok accounts with the
complete hashtags #MirindaVietnam #Bungchat #Mírinda
* Prizes:
- 1st Prize: 01 iPhone 14 Pro Max 512GB for the TikToker with the highest view count
video.
- 2nd Prize: 10 pairs of trendy shoes for 10 TikTokers with the highest view count videos in
the first 7 days.
19
- 3rd Prize: 100 personalized Mirinda thermos cups for the 100 fastest TikTokers to submit
their entries.
Prizes will be awarded based on the highest number of views on TikTok, as selected by
the organizers.
* Notes:
- Each participant (based on their TikTok username, phone number, and email account) will
be eligible for only one prize throughout the campaign.
- The results will be announced on TikTok and the Mirinda Vietnam Facebook Fanpage on
March 31st, 2023.
- Employees working for organizing units, media entities, and members related to the
program's organizing committee are not eligible for the contest's prizes.
Communication
- Communication through the Suntory PepsiCo and Mirinda websites and fan pages.
Promotion on youth-oriented platforms like Zing.vn, Kenh14, and highly engaged fan pages.
- Engaging KOLs/Influencers to promote the contest, initiate challenges on TikTok, and
share videos on Facebook to encourage participation.
- Collaborating with popular TikTokers such as Đào Lê Phương Hoa (15.2 million
followers), Ciin Bùi Thảo Ly (11.4 million followers), Bongplaybang (287,300 followers)
to create videos explaining how to participate in the contest and promote it.
Supporting tactics:
- 50% discount during holidays: Utilize holidays such as International Women's Day on
March 8th, White Valentine's Day on March 14th, International Happiness Day on March
20th, April Fools' Day on April 1st, and the school's farewell season in May to offer special
promotions on Mirinda products. This approach strengthens the connection between the
brand and important events, encouraging user participation and attachment during special
occasions.
- Out-of-Home (OOH) on university
elevators: Employ billboards and LCD screens
in shopping centers and university elevators to
display engaging contest-related images or
TikTok challenges. Accompany these with
messages encouraging participation and self-
expression alongside Mirinda.

- KOLs & Ambassador Sharing: Collaborate Figure 6.2. LCD at universities promote for tiktok
with Tlinh - Ambassador and Phương Mỹ Chi, challenge - Bung Chất Mírinda
GonPink, Pháo - KOLs to have them share the contest and challenges on their social media.

20
They can recount their own exciting stories from their joyful experiences and demonstrate
how they confidently express their personalities.
- Social Media: Create and manage posts on Mirinda Vietnam's social media platforms
(Facebook, TikTok). Share fun images, videos related to the contest, challenges, and
personal stories. Use exclusive hashtags #BatMirinda #MirindaVietnam to establish a
connection between the posts and the campaign.
- Bumper Ads: Utilize short bumper ads on online platforms (YouTube, Facebook, TikTok)
to draw attention to the photo or TikTok challenge contest. Employ creativity and humor to
captivate viewers' interest and encourage their participation in the campaign.
6.3.2.Mirinda Can and Bottle Costume Design Contest - “Bật chất - Bật đam mê”
Target Audience: High school students and university students (especially those from
art universities such as Van Lang University, Hoa Sen University, etc.).
Objective: Create an exciting opportunity for high school and university students to
showcase their creativity, exploration, and explosive nature through designing costumes
using Mirinda cans and bottles.
Duration: March 16, 2024 - May 16, 2024.
Participation Steps:
- Announcement and Promotion: Utilize various
communication channels, including school websites,
social media platforms, and bulletin boards, to announce
the contest and encourage participation.
- Registration: High school and university students can
register through an online form or by sending information
to the designated email address.
- Participation Guidelines: Provide specific instructions
on how to collect Mirinda cans and bottles, clean and
process them to create costumes.
- Create Participation Accounts: Provide the hashtag
#Mirinda_Batdamme for students to upload images and
videos of their designed costumes on social media Figure 6.3. Poster kick off Mirinda
platforms like Facebook, Instagram, and TikTok. Costume Design Contest from cans and
Supporting tactics: bottles - “Bật chất - Bật đam mê”
- Shareable Content Creation: Generate high-quality social media content about costume-
making techniques, material selection, and design ideas to generate interest and help
participants understand the process better.
- Costume Workshop: Organize hands-on craft sessions or online workshops to provide
guidance to participants on creating costumes from Mirinda cans and bottles.

21
- Bumper Ads: Use short bumper ads on online platforms (YouTube, Facebook, TikTok) to
increase visibility and raise awareness about the contest.
- KOLs/Influencers Sharing: Collaborate with fashion influencers, renowned TikTokers
such as Lê Chi, Thảo Hoàng Taho, Phương Hà, Tê Linh, to spread the message about the
contest and encourage participation.
- Attractive Prizes Creation: Set up compelling rewards such as scholarships, Mirinda
products, contest keychains, and unique fashion accessories to provide motivation for
participation.
6.4.Phase 3
Time: 17/5/2024- 30/6/2024.
Objectives:
- Increase interactive activities to stimulate word-of-mouth.
- Spread the spirit of dare to show your own personality to more people.
Sub message: Mírinda - Tiếng cười vang khắp mọi nhà.
Key hook:
- Sponsoring the game show “Rap Viet” season 4.
- Organized a fundraising run “Bật Mírinda - Bật Mí hạnh phúc”.
Supporting tactics:
- KOLs & Ambassadors sharing.
- Activation Booth.
- Social post on Facebook, Tiktok.
- Ads.
- PR.
- Banner on Website.
6.4.1.Sponsor the game show “Rap Viet” season 4
Rap Viet is a reality TV show looking for rap talent licensed from Workpoint TV's The
Rapper program. The program is produced by Ho Chi Minh City Television Station in
collaboration with Vie Channel and is broadcast on HTV2-Vie Channel and VTVCab1-Vie
Entertainment. The success of this program comes from the contributions of the talented,
colorful, and promising contestants of Vietnamese music. In addition, it is impossible not
to mention the national MC Tran Thanh, along with the jury and the favorite coach of young
people. The program is watched by many people and becoming a sponsor of the program
will help Mirinda enhance the image of the brand, and the awareness of customers.
Sponsorship form: Co-sponsorship, for the purpose of advertising by accompanying
or exchanging Mirinda advertising messages with advertising duration.
Supporting tactics:
Social Media: Create and manage posts on Mirinda Vietnam's social media platforms
(Facebook, TikTok). Share photos and videos related to Rap Viet season 4 in collaboration

22
with Mirinda. Use the exclusive hashtag #RVMírinda #MirindaVietnam #RapVietss4 to
create links between posts.
Banner on Website: Create banners with colors and content consistent with the concept
of MirindaxRap Viet. Let the banner appear continuously on the homepage of Mirinda
Vietnam website to attract the attention of consumers.
KOLs & Ambassadors: Collaboration with the champion Rap Viet, Hieu Mon, Liu
Grace,... during the game show to promote the program and Mirinda by taking pictures with
products, recording clips of using products during rehearsals and breaks. After the show,
use the image of the champion as a brand ambassador.
Activation booth: Organize interactive games at school to attract brand interest from
students.

Figure 6.4. Example for activation booth

KPI: More than 50 schools scattered across the country.

6.4.2.Fundraising run “Bật Mírinda - Bật Mí hạnh phúc”
*Purpose:
- Spread laughter and positivity through charity activities.
- Motivate people to interact and connect.
- Build a positive image and trust between Mirinda and the public.
- Raise funds to support the "Trăng Khuyết charity.
*Form of implementation:
Organize a fundraising event with the participation of the Mirinda community and fans.
Deduct part of the profits along with the accumulated money from the campaign, to
contribute to the “Trăng Khuyết” charity fund and organize a charity program to accompany
this charity in mid-May 2024.
Participants:
- Guests: Ms. Duong Viet Nga – Senior Marketing Director – Suntory PepsiCo Vietnam
Company, Miss World Peace 2021 Nguyen Thuc Thuy Tien.
- Mirinda users, sports and charity fans, community interested in fundraising events.
Preparation time: from May 17, 2024 to June 27, 2024.
23
Time taking place: June 28, 2024 - June 30, 2024.
Specific activities:
- Open registration for the running event via website and social media channels.
- Design a unique sports suit with Mirinda image and positive message.
- Donate the donation amount to the organization's fund and give gifts at the shelter.
*Communication campaign:
- Post articles on Mirinda Vietnam's Facebook and TikTok pages to share event updates,
motivate participation, and encourage engagement.
- Communication on famous newspapers and community sites such as: Tuoitre,
VNExpress, ... display pop-up ads when clicking on the Mirinda link.
- Run ads on Facebook ads and TikTok ads platforms, based on tracking keywords and TA's
activities. Keywords: Mírinda, giaychaygayquy, thiennguyen, MirindaRunForGood…
- Place banner ads on reputable sports and charity websites to create awareness of the event
and charity purpose.
*Supporting tactics:
- Exclusive hashtag #MirindaRunForGood: Encourage all participants and stakeholders to
use this hashtag when sharing event related posts. This helps create links and clearly see the
origin of the campaign.
- KOLs throughout the charity campaign: Miss Nguyen Thuc Thuy Tien (Facebook:
967,020 followers; TikTok: 4.5 million followers).
*KPI: 5,000 participants.

24
 CHAPTER 7
KPIS & BUDGET
7.1.KPIs
7.1.1.Phase 1
The detailed KPI of phase 1 is presented as:
Table 7.1. Phase 1 KPIs

Activities Detail Unit Quantity Note

PR Articles Number Newspaper 6

Number of Post 14
articles

Total views In turn 700.000 50,000

times/post

KOLs & Misthy Like/Comment/Share 50.000 likes/2000 Posts on

Ambassadors comments/1000 Facebook
shares fan page

The Gem Official View/Favorite/Share 250.000 Videos on

views/20.000 Facebook
likes/700 shares fanpage

Hoa Minzy Like/Comment/Share 50.000 likes/2000 Posts on

comments/1000 Facebook
shares fanpage

Kay Tran Like/Comment/Share 30.000 likes/ 1000 Posts on

comments/ 700 Facebook
shares fanpage

HIEUTHUHAI Like/Share 50.000 likes/2.000 Facebook,

shares Tiktok,
Instagram
posts

AMEE Like/Share 70.000 likes/ Facebook,

3.000 shares Tiktok,
Instagram
posts

TVC Broadcast on View 150.000.000

television (TV); views
Youtube;
Facebook;
Instagram; Tiktok

25
7.1.2.Phase 2
The detailed KPI of phase 2 is presented as:
Table 7.2. Phase 2 KPIs

Activities Detail Unit Quantity Note

TikTok TikTok video submissions Submission 500

Challenge -
Mirinda
Contest Average engagement rate % 5 On each Tik
Tok video

Mirinda's social media followers Follower 410,000

after the contest period

Posts using campaign-related Post 3,000

hashtags

Visit Visit 100,000 Engagements

Like Like 50,000 on the official
Share Share 1500 post about the
Comment Comment 5000 contest

Increase in sales during the % 25 08/03, 14/03,

promotion periods 20/03, 10/04,
May

Minimum of the number of posts Post 20

from KOLs and influencers
sharing

Mirinda Outfit design entries submitted Submission 300

Outfit
Design
Contest - Average engagement rate % 8 On social
“Bật chất - media posts
Bật đam related to the
mê” contest

Posts using campaign-related Post 1,500

hashtags

Total attendance in the Participant 400

workshop or virtual session

User-generated content featuring Post 1,000

the designed outfits

Prize redemption rate for the % 70

winners

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7.1.3.Phase 3
The detailed KPI of phase 3 is presented as:
Table 7.3. Phase 3 KPIs

Activities Detail Unit Quantity Note

Sponsor the Number Newspaper 5

game show
Rap Viet
Number of articles Post 5 50,000 times/post

Articles posted on Post 10 10.000 like /1.000 comment

Fanpage /500 share

Run ads In turn 5 10,000,000/post

KOL sharing Number of sharing Post 8 25,000,000/post/KOL

posts on facebook

Activation Booth number Booth 50 8.000.000/booth

Booth

Running Participations Participants 5,000,000

Tournament
Articles posted on Post 8 10.000 like /1.000 comment
Facebook, Tiktok /500 share

Run ads In turn 5 10,000,000/post

PR Post 5 50,000 times/post

Banner Web 5 5,000,000/post

7.2.Budget
The detailed budget of campaign is presented as:
Table 7.4. Budget in the campaign

IMC TOOLS Budget

Cost of shooting TVC "Tết Mirinda- Mình kể, cả nhà đều vui" 60.000.000
The LCD advertising screen at shopping malls/
ADVERTISING airport/universities 539.400.000
Billboards placed at Tran Duy Hung overpass (Hanoi) and Cong
Quynh roundabout (HCMC) 724.000.000

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 Broadcast media: HTV2, HTV7... 450.000.000
SALE
Price off- deal: The costs of discount 300.000.000
PROMOTION
Fundraising Run “Bật Mírinda - Bật Mí hạnh phúc”. 400.000.000

PR Recycled costume design contest "Bật chất- Bật đam mê" 300.000.000
Sponsor for "Rap Việt"
season 4 500.000.000
Content, page management,
Facebook publication design 60.000.000
Run ads on Facebook platform 328.000.000
Youtube Running TVC on Youtube 85.000.000
Tiktok Run ads on Tiktok 418.320.000
Content, page management,
DIGITAL Instagram
publication design 30.000.000
(INTERNET)
Cost of collaborating with KOL/
KOL/ Influencers
Influencers 850.000.000
Newspaper articles 400.000.000
Email Marketing 15.000.000
Bumper ads 350.000.000
Incidental expenses 40.000.000
1st 30.000.000

Tik Tok Challenge 2nd 20.000.000

Award
3rd 12.000.000

TOTAL BUDGET IMPLEMENTED 5.911.720.000

BUDGET PROSPECT (10%) 591.172.000
TOTAL COST 6.502.892

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7.3.Timeline
Table 7.5. Campaign timeline

29

8.1.Phase 1
Risk
The number of participants in
the discussion was low.
During the campaign if
KOLs/Influencers get involved
in a scandal
KOLs/Influencers have not had
a strong impact on the target
customer group as expected
The TVC production team failed
to keep up with the schedule
The artist is not healthy enough,
he is stuck in schedule and can't
make time for the scheduled
TVC filming
8.2.Phase 2
Risk
The number of people
participating in Tik Tok
Challenge is small
Player complaints about
Tik Tok Challenge
Unable to book
KOLs/Influencers as
planned
CHAPTER 8
MANAGEMENT
Table 8.1. Risk management plan phase 1
Solution
Regularly post media and promote KOLs to post to create effects
During the contract signing process, there is always a clause that
binds KOLs/Influencers to be responsible for preserving their
own image. If a scandal occurs during the contract term, the
brand party will terminate the contract according to the
agreement of the brand. the original two sides.
Invest in images of KOLs appearing with high frequency.
Specify the conditions when exchanging/signing the contract.
Specify the terms of compensation for delay.
Reschedule the filming if only 1 session or 1 day is absent,
backup other artists if they are absent for a long time.
Table 8.2. Risk management plan phase 2
Solution
Strong communication creates excitement to participate. Constantly
updating Hashtag, trending on MXH to create heat for challenge.
Clear information about the rules of the game on Fanpage. Check if
the winner participated in the correct rules or not. Clearly explain how
BTC points are calculated.
There is a list of KOLs/Influencers planned for the activity
30
During the campaign if
KOLs/Influencers get
involved in a scandal
Media publications do not
meet the deadline
KOLs/Influencers don't
post on time or post wrong
content
8.3.Phase 3
Risk
Failed to rent an event venue
as planned
Unable to book
KOLs/Influencers as planned
Program props, techniques,
sounds... are broken
Attendance exceeded
expectations.
Someone messed up the event
area
In the process of signing a contract, there is always a clause that binds
KOLs/Influencers to be responsible for preserving their own image. If
a scandal occurs during the contract term, the brand party will
terminate the contract according to the agreement of the two parties
initially.
There are flexible backup plans to keep up with posting, ensuring
timeline and communication goals. Make checklists and backup items
for printers in advance to ensure timely implementation.
Post time reminder and post content browsing. Actively contact and
request to remove the post if it is not the same as the information
exchanged.
Table 8.3. Risk management plan phase 3
Solution
Plan a few tentative locations. Contact to rent early, if this location
is not available, contact another planned location immediately.
There is a list of KOLs/Influencers planned for the event.
Staff prepares for thorough inspection, always has backup props,
has a team of technical staff to handle when the program has
problems.
Coordinate a number of staff to be able to support the event. There
is Security always on duty where the event takes place.
There is Security always on duty where the event takes place.
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