young marketers assignment 23.1 ba loc-hoang lan

Assignmet 23.1: Shopper Marketing

Group: Ba Loc – Hoang Lan

What is Shopper Marketing“All marketing stimuli, developed

based on a deep understanding of shopper behavior, designed to build brand equity,

engage the shopper (i.e consumer in ‘shopper mode’), and lead him or her to make a purchase

at the point of purchase ( ‘moment of truth’)”

“SHARE A COKE” – COCA COLA SHOPPER MARKETING

BACKGROUND

The program “Trao Coca-Cola, Kết Nối Bạn Bè"

comes from Australia called "Share a Coke" and

this has spread to 123 countries around the

world. The program has received 35 prestigious

awards of several associations, advertising

festivals around the world, such as Cannes,

Spikes Asia, ADMA, Sigi Awards ...

This year, the idea in the name of consumer

packaging once again stir young Vietnam.

OBJECTIVE

The primary campaign objective was simple: increase consumption

of Coca-Cola over the summer period. The secondary objective was

to get people talking about Coke again.

“SHARE A COKE” – SHOPPER MARKETING EXECUTION

PHASE 1

"Share a Coke" is started early in June, with

many innovation accordance with Vietnamese

culture. Specifically, in the early days of the

program, Coca-Cola launched its dedicated

product family, loved in 8 calling for members in

a house, as Ông yêu, Bà yêu, Bố yêu, Mẹ yêu ...

“SHARE A COKE” – SHOPPER MARKETING EXECUTION

PHASE 2

The next stage, the Coca-Cola products with the

popular personal name are launched to

everyone begin the journey of search, make a

purchase and give to themselves or their friends.

“SHARE A COKE” – SHOPPER MARKETING EXECUTION

PHASE 2 – EVENT ON GROUND

On the first day of the program (9/6), more than

1,000 cheerleader of Coca-Cola has also

pioneered 130,000 awarded Coca-Cola bottle at

nearly 200 locations in Hanoi and HCMC.

“SHARE A COKE” – SHOPPER MARKETING EXECUTION

PHASE 2 – KIOT SUPERMARKET

Customers buy 5 cans of Coca-Cola

will donate 1 can be printed by the

customer name option.