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.