IMC PLAN

GROUP MEMBER
Tran Thi Thao Trang
Nguyen Thanh Hoai An
Le Nguyen Bao Tran
Phan Ngoc Tram
Nguyen Ngoc Bao Tran
Nguyen Quang Vu

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OUTLINE
I - Company Background
II - SWOT analysis
III - Marketing Segment Strategy
IV - Competitor & USP
V - Marketing Mix (4Ps)
VI - IMC plan
VII - Evaluation
VIII - Budget

BACKGROUND
 Schweppes is a beverage that is created in
1783
 Founder: Jacob Schweppe
 Over 15 different soft drink varieties ranging
from classic mixers to refreshing fruit drinks
 Dr Pepper Snapple Group is proprietor of the
Schweppes
 In Vietnam, owned and distributed by The Coca
Cola Company
 Purpose: Refresh the world. Make a difference.
 Vision: Craft the brands and choice of drinks
that people love, to refresh them in body & spirit.
 Sold to consumers at a rate of 1.9 billion
servings a day

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 SWOT

ANALYSIS

S W O T

Strenght
 Brand Equity
 Schweppes’ unique taste and
flavor which differentiate it
among its competitors
 Used as a base for many
cocktails/mocktails
 Variety of flavors

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 Weaknesses
 Lack of marketing activities
and Consumer Relationship
Management
 Low market share
 Low Coverage

Opportunities

 Taste & flavor are the best

motivators of the market
 Good spending on soda and soda
is preferred in the market
 Low coverage
 More advertising and marketing
to increase brand awareness

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 Threats
 Strong competitors
 The percentage of people
who are loyal to other brands.
 People appeal to natural
juices.

Marketing
Segment
Strategy

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TARGET CONSUMER
AGE INSIGHT
18 - 35  Want to use premium
quality and healthy soda
Native people,  Show off lifestyle of users
travellers and
foreigners
LIFESTYLE
INCOME  Relax, enjoy life
 Want to be free and chill
> 6 millions VND/month with friend & family

DEMOGRAPHIC
Lower and middle class

Lower and middle income

Tourist

Bartender

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GEOGRAPHIC

Worldwide

PSYCHOGRAPHIC

 Love drinking soda

 Chill with friend in a
long journey
 A mix or soda in party
and pub

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BEHAVIORAL

 Regular users
 Occasional users (special
place: party, pub or journey)

COMPETITOR

Evervess
was launched in 2005
by PepsiCo

Fever Tree
was launched in 2005
by Charles Rolls và
Tim Warrvel

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 USP (UNIQUE SELLING POINT)
 Manufactured the oldest soft drink (Tonic Water) in
the world
 Schweppes received a WARRANT OF APPOINTMENT in
1836 from King William IV of England
 Schweppes has been committed to quality and
excellence production line
 Unique flavor
 Used as a mixer to the alcohol at adult gathering

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 PRODUCT

PRICE

 Schweppes Soda Water 330ml: 8.000 VND

 Schweppes Tonic Water 330ml: 9.500 VND
 Schweppes Soda Water 330ml (24 can): 126.000 VND
 Schweppes Tonic Water 330ml (24 can): 172.000 VND
Reference price on the website of Lazada

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PLACE

Public Relation
PROMOTION

Advertising

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 IMC PLAN

Stage 1 Stage 2 Stage 3

Evoke customer's Help customers to get more
mind more about information about Schweppes
Schweppes and make Schweppes become
Objective the first choice of customers
when there think about Soda.
Encourage customers to
experience products, help
them to understand
products and convince
them to buy Schweppes
as possible.

6 months 3 months 2 months

Timeline (1/9/2020 - 28/02/ (1/11/2020 – 31/1/2021) (1/1/2021 – 28/2/2021)
2021)
Advertising Advertising Personal selling
Tools Digital Marketing Digital marketing Sales promotion

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Online Newspaper

Large 1 (CPC)

Masthead Top PC

Top banner

STAGE 1 - Advertising The image part

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Billboard

Ho Chi Minh City:

 Phu Dong roundabout
 Dien Bien Phu roundabout

Ha Noi:
 De La Thanh/Nguyen Chi Thanh
crossroads

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POSTER

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Outdoor advertising on bus

HCMC: Bus number 18 (3 pcs) & 36 (3 pcs)

Hanoi: Bus number 9 (3 pcs) & 03B (3 pcs)

STAGE 1- Digital marketing The image part

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Publishes TVC on social media

Facebook Youtube

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 STAGE 1 - KPIs The image part
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Tools Description Number/KPIs Time

Kenh 14: 30.000.000 reaches

Running poster ads on
Zing news: 24.000.000 reaches
online newspapers
VN Express: 34.800.000 reaches
Advertising HCMC: 45.000.000 reaches 6 months
Billboard in HCMC & Hanoi
Hanoi: 23.400.000 reaches (1/9/2020 - 28/02/2021)

Advertisement on the bus HCMC: 10.800.000 reaches

body in HCMC & Hanoi Hanoi: 7.560.000 reaches
Facebook: 3.000.000 views
Digital marketing Publish TVC on social media
Youtube: 2.000.000 views

STAGE 2 - Advertising The image part

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Sponsor

At 8:30 p.m every Saturday on HVT7

Time sponsor: 1 season (14 episodes)

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Sponsor

The new Erik’s music video will release in 1/1/2021

MV has a scene of Schweppes (45-60s)

STAGE 2 - Advertising The image part

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Publish TVC

Focus on the Northern market, national TV channel Focus on the Southern market
(18-19h, 5 times, everyday) (19-20h, 5 times, everyday)

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Social Media

3 posts/ day
Monday to Friday from 9 am and 2 pm
Saturday and Sunday from 9 am to10 am.

STAGE 2 – Digital marketing The image part

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Social Media

3 posts/ day
Monday to Friday from 9 am to 4 pm
Saturday from 9 am to 11 am.

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STAGE 3 – Personal selling The image part
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STAGE 3 – Sales promotion The image part

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Contest : Create your own life - Samsung x Schweppes

Creating viral clip with Schweppes and hashtag,

publishing on Tiktok or Facebook

(Hashtag: #Schweppes #MixYourLifeInYourWay)

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Award : Create your own life - Samsung x Schweppes

Samsung Galaxy Tab S6

Samsung Galaxy Note 20 Ultra 5G Samsung Galaxy Watch Active 2 44mm

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Event: Create your own life – Samsung x Schweppes

KOLs

J97 Erik

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Sponsor Schweppes for foods bloggers

Ninh Titô SChannel

Tools Description Times Number/KPIs

Booths:
STAGE 3 - KPIs Aeon Mall & 9 days (Every week
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 Aeon Mall: 10.000 reaches/day

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Emart end in 2 months)  90.000 reaches

 Emart: 8000 reaches/day
 72.000 reaches

Personal Hoa Sen University (NVT campus)

selling 9 days 1000 reaches/day
University
(Every Fridays in 2  9000 reaches
months) Ton Duc Thang University
1500 reaches/day
 13.500 reaches

7-Eleven
43 stores in 59 days  2.537.000 reaches
Viet Nam

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STAGE 3 - KPIs The image part
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Tools Description Times Number/KPIs

Contest 2 months 1000 participants

(Viral clips)
Event 2 days 10.000 reaches

Sales Schannel 200.000 views/video

 800.000 views
promotion (4 videos)
500.000 views/video
Ninh Titô 2.000.000 views
(4 videos)

Items Description Cost (VND)

Run ads on:

BUDGET Online  Kenh 14 910.000.000 The image part
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newspaper  Zing news 520.000.000

 VN Express
3.640.000.000

 HCMC
Dien Bien Phu : 515.000.000
Billboard HCMC & Hanoi Phu Dong: 1.700.000.000
 Hanoi
De La Thanh: 1.800.000.000

Advertisement on the bus  HCMC: 240.000.000

Bus
body in HCMC & Hanoi  Hanoi: 138.000.000
100.000.000
Production cost
TVC VTV3: 380.000.000
Advertising cost on HTV, VTV
HTV2, HTV7 : 900.000.000

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THANK YOU FOR LISTENING

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