Social Marketing Plan – Group 1

The Live For Now

Pepsi
 Content
01. Business Overview
02. Marketing Overview
03. Objectives
04. Consumer Understanding
05. Action Plan
3
Business Overview
✓Brand Claim
✓Market Share
✓Positioning Map

4
 Brand Claim
• Carbonated soft drinks, especially Cola
• Fun for You, Better for You available
everywhere in >200 countries
• Cutting-edge design, exciting campaigns,
and capturing growth in Ecommerce
• Absolutely confident: emerging from this
period stronger than before
• Brand's mission: Deliver exciting
experience across digital, music and
entertainment platforms.
Business Overview 5
 Market Share

• Growth rate of 5-7% in recent years

• About 1,800 beverage production facilities includes
the world's leading brands and local businesses
• Coca Cola, Pepsi are occupying almost absolute
market share of carbonated soft drinks
• The non-alcoholic beverage market of Vietnam is very
attractive to investors from major countries: France,
Japan,…

Business Overview 6
Positioning Map
Pepsi’s Positioning: The youth and dynamic
“Live for Now” campaign:
• More attuned and modern to a young
• Inspires consumer to live and enjoy each moment,
including relationships with music and entertainment.
• Sweeter taste

Coke’s Positioning: “Live the Coke

side of life”
• Appreciate traditional and old things
• Creates intimacy with its consumers by evoking
memories and experiences .
• Less sweet

Business Overview 7
Marketing
Overview

8
Marketing Overview

Brand Awareness
• According to recent statistics, we are so
proud of the figure for our brand
awareness, a magical number : 98.5%
Brand Love
• From a survey with 300 asked people, we
gain a result that about 90% of customer
love and like our products.

Marketing Overview 9
 Total Online Discussion
(T.O.D= Posts + Comments)
1800000
1693816

1600000

1400000

1200000

1000000
Times

838105
800000 766365

600000

467106

400000
304115

183653 173524
200000 138616
95093

0
Pepsi Coca Cola Number 1 Mirinda Revive Mountain Dew Red Bull 7 Up Sprite
10
Beverage Brand
Objective

11
Objective
1. Business objective: increased 5 % sale over
the same period.
2. Marketing objective (social):
• + Brand awarness: Through marketing
campaigns, we hope the number of brand
awareness will increase to 100%.
• + Brand love: we also hope the number of
brand love will increase to 97% and the more
people love our products.

Objective 12
 Consumer
Understanding

13
Target Customer
• Age: 18-25
• Life stage: Young Adult
• Income: ABC+,
• Gender: Male and Female
• Geographic: Big cities ( Hồ Chí Minh, Hà
Nội, Nha Trang,…)
• Density: Urban
• Occupation: Students and employees
• Demographic: Youngful, Active, High Tech,
Modern Lifestyle, Easygoing, determined
and ambitious.

Consumer Understanding 14
FACTS ABOUT WHAT TARGET CONSUMERS SAY?

I really want spend time on family and myself in Tet Holiday.

(By research)

Tet is the time I need to spend on Cleaning house.

(Kenh14.vn)

Tet is the occasion to cleaning.

(By research)

The top of mind when I think about Tet is Cleaning and arrange
things but I want to spend time on myself.
(By research)

Consumer Understanding 15
 Behaviors of consumer in Tet Holiday ( Sample Size 150)
90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Cleaning Meeting Hangout Enjoy myseft

Behaviors

Consumer Understanding 16
 Barrier
But forcing concept of "spending time for
Driver myself" is the something for myself such
as reading, listening to music, ..…
I always wanted Lunar New
Year to be a time to enjoy and
spend time on myself I always know that Tet is the occasion to
spend time for myself. But due to the
self-imposed burden that spending time
for myself is the work alone makes me
not feel the full meaning of Tet.

Insight
Consumer Understanding 17
 Big Idea
I can not enjoy every moment of Tet holiday
because of undue barriers

Consumer Understanding 18
Key Message

“ Change your mind, change

your life”
“Thay suy nghĩ, đổi niềm vui
Sống trọn từng khoảnh khắc”

Consumer Understanding 19
Action Plan
 Deployment Plan
Trigger Engage

Objective Aware customer about the new way of thinking Young boys/girls drink Pepsi while doing
“Tet is the time when you live for yourself, not something
for others”
Key Reframe your thinking Live for your moment in Tet
message
Key hooks Viral clip “Tet is not…” Tiki campaign “The more you buy, the more
Giveaways happiness you get”

Tatics GDN (Display Network) on e-newspaper E-newspaper

iTVC Facebook ads
Facebook ads Advertorials, Editorials (News &
Print-ads, OOH Magazine)
Action Plan 21
 Phase 1
Channels Methods/Tool Reasons KPIs Budget

Search Engine Marketing Searching on • Link click: 80,000/2 weeks Google ads: 500.000
(SEM) Tet holiday / gift / do on • Time spending on website: 3 VND/set for top 3
Google Tet / go on Tet/ food minutes/ audience searching results

Main fanpage of Pepsi • 30 milions VNs are Pepsi Vietnam (15,000,000 reachers; • FB ads: Pepsi
Vietnam FB users 30,000 likes, 5000 cmts, 8000 shares) fanpage: 20USD/day,
KOL Facebooksharings • 2.5 hours/user/day 140USD/week
Facebook • Issac (~400,000 • Follow friends , KOLs: • Usage image: 20 Mil
followers) news/events, • Issac (70,000 reaches, 4000 likes, VND/KOL, Casting
• Toc Tien (~1,200,000 photos/status 150 comments, 70 shares) fee: 20-30 mil
followers) updates and check - • Toc Tien (100,000 reaches, 14,000 VND/KOL
• Dong Nhi in likes, 250 comments, 300 shares)
(~8,000,000 • Dong Nhi (500,000 reaches, 20,000
followers) likes, 350 comments, 400 shares)

Action Plan 22
 Phase 2
Channels Methods/Tool Reasons KPIs Budget
Minigame • Raise engagement Pepsi (60,000 reachers,
• Create 3000 likes, 600
conversation comments,
1000 shares)
Promotion Discount increase Increase 50 % sale • Price: 70,000 VND per
Facebook sales revenue 6 bottles
• Discount 36% (25,000
VND per 6 bottles)

Action Plan 23
Budget - Marketing/promotion
- Marketing agency
- Online advertising:
• FB ads: Pepsi fanpage: 20USD/day, 140USD/week.
• Google ads: 500.000 VND/set for top 3 searching results
• Instagram ads: 0.8USD/click
• News online: Kenh14, Zing.vn: 1.5 - 2 Mil/news
- KOL: Dong Nhi, Issac, Toc Tien: Usage image: 20 Mil
VND/KOL, Casting fee: 20-30 mil VND/KOL
- TV commercials
- Branding & artwork
- Giveaways

Action Plan 24
Budget - Others

- Application development
- Search engine optimisation
- Research

Action Plan 25
Thanks!
Group 1
+84 3123456789
group1@gmail.com
www.group1.com