M KT 304 - M KT 1 505 THAO

LECTURER: MS. BUI THI HANH

IMC
PLANS Group
Assignment PREPARED BY:

DAO DUC PHUC

DOAN KHANH HONG TA
HUYEN MY
NGUYEN THI THUY LINH
TRAN NHAT QUANG
CONTENTS
TABLE OF CONTENTS
Process 04Develop
Intergrated

Marketing
0 Introduction 1 Communication Program
05 Budget Determination
Analysis of Promotional
0
Program Situation
06Evaluate promotional
2 program results/
effectiveness (How/
Tool)
03Analysis of
Communication 07 Conclusion
 M I R I N D A - PEPS I C O P A G E 1

INTRODUCTION

COMPANY

Mirinda
Mirinda is a brand of soft drink originally
created in Spain in 1959 and now owned by
PepsiCo with global distribution. Its name may
come from Esperanto, meaning "admirable" or
"amazing".
It is available in fruit varieties including
orange, citrus, grapefruit, apple, strawberry,
raspberry, pineapple, pomegranate, banana,
passionfruit, lemon, hibiscus, vanilla, guarana,
tangerine, pear, watermelon and grape flavours
as well as tamarind. It is part of a beverage area
often referred to as the flavour segment,
comprising carbonated and non-carbonated
fruit-flavoured beverages. The orange flavour
of Mirinda now represents the majority of
Mirinda sales worldwide following a major
repositioning of the brand towards that flavour
in the early 1990s.
Mirinda has been owned by PepsiCo since 1970
and is primarily commercialized outside the
United States. It competes with Coca-Cola's
Fanta, Britvic's Tango and Dr Pepper's Orange
Crush or Sunkist brands, with flavour brands
localized to individual countries. As with most
soft drinks, Mirinda is available in multiple
formulations of flavour, carbonation and
sweetener depending on the taste of individual
markets.
(Suntorypepsico-2018)

M I R I N D A - PEPS I C O P A G E 2

INTRODUCTION

PRODUCT
M irinda i s one o f the l e ading c a rbona t ed s o ft drink br ands w ith thr e e de l i c i ous fl a v o r s :

O r ang e , Xa Xa
and S oda C r e am.
 M I R I N D A ' s s tr ong O r ang e fl a v o r and a r oma ti c Xa Xa ha v e l ong be en l o v ed by many
y oung pe opl e be c aus e o f the ir r e fr e shing t a s t e , a w a k ening a l l s ens e s and bring ing e
xpl o s i v e fun moment s w ith fri ends .

M irinda intr oduc e s a ne w membe r: M I R I N D A S oda I c e C r e am - a c r e amy , a r oma ti c , f

a tt y , de l i c i ous , t ongue -t w i s ting s o ft drink , ano the r opti on f o r moment s o f l aught e r, s o
much fun!

M irinda i s pa c k a g ed in handy pa c k a g ing : 3 90 ml pl a s ti c bo ttl e , 1. 5 L pl a s ti c bo ttl e , 3

30 ml t a l l c an, 300 ml c r o c k po t.
( Sunt o r ypeps i c o - 201 8 )

M I R I N D A - PEPS I C O P A G E 3

INTRODUCTION

OBJ ECT IVE S

C R E A TE M O R E S M I LES WI T H E V E R Y S I P A N D E V E R Y
B I TE

F O R O U R C O N S U M E R S:
B y c r e a ting j o y ful moment s thr ough our de l i c i ous and nouri shing pr
oduc t s and unique br and e xpe ri enc e s .

F O R O U R C U S T O M E R S:
B y be ing the be s t po s s ibl e pa rtne r, dri v ing g ame - chang ing inno v a ti on,
and de l i v e ring a l e v e l o f g r o w th unma t ched in our indus tr y .

F O R O U R A S S O C I A TES A N D O U R C O M M U N I T IES: B y c r e a ting

 me aning ful oppo rtuniti e s t o w o r k , g a in ne w s k i l l s and bui ld suc c e s s ful c a r
e e r s , and a di v e r s e and inc lus i v e w o r kpl a c e .

F O R O U R P L A N ET :
B y c ons e r v ing na tur e ’ s pr e c i ous r e s our c e s and f o s t e ring a mo r e sus t
a inabl e pl ane t f o r our chi ldr en and g r andchi ldr en.

F O R O U R S H A R E H O L D E R S:
B y de l i v e ring sus t a inabl e t op-ti e r T S R and embr a c ing be s t-in c l a s s c o rpo
r a t e g o v e rnanc e .

(Peps i c o - 202 1)

M I R I N D A - PEPS I C O P A G E 4

PROMOTIONAL PROGRAM
SITUATION ANALYSIS

INT ERNAL ANAL Y S I S

Brand navigation
In advertising, promotion and marketing
programs, PepsiCo intends not to emphasize
what is in the drink and how its material impact
is, but to orient and create a common feeling
for the whole generation. PepsiCo's target
audience is the young generation - GenZ,
because that generation is large, loves to
explore and show off, likes to prove its class
and is easily attracted. The theme of PepsiCo's
advertising and marketing is that young people
must use PepsiCo's carbonated drinks to prove
and be recognized as young (Huyen 2019).
An effective advertising strategy used by
PepsiCo is the alliance between the company
and the fast-food chain KFC. Although KFC was
spun off from PepsiCo in October 1997, the two
brands remain closely related (Huyen 2019).
PepsiCo supplies all soda drinks in KFC and
KFC can only use PepsiCo products.

Firm’s ability to
implement the
promotional program
PepsiCo is the second largest soft drink manufacturer in the world with strong
financial resources.
PepsiCo has the largest market share in the beverage sector with large
production plants and modern production lines Pepsi always has new initiatives
to create new products to meet the increasingly diverse needs of consumers
Pepsi owns a team of employees who have the ability to work effectively
Nationwide distribution and sales system (Huyen 2019).

Management structure of Pepsico P

AGE5

SWOT ANALYSIS
STRENGTHS WEAKNESSES
product for young people.
-Mirinda is a product of a - The taste is suitable for
long-standing prestigious brand in Vietnamese taste.
the world. - Abundant company finance.
- The product is rich in nutrients. - - Wide network of distributors.
High quality products, reasonable - High advertising costs. - Marketing
prices, beautiful and eye-catching plan is not synchronized.
packaging. -Leaders are not exploiting the full
- Mirinda is associated with youthful potential of their employees
style, always breaking out, is a
OPPORTUNITIES THREATS
drinks.
--Vietnam joins the WTO, PepsiCo - Technology develops quickly and is
easily expand its market, which will easier to develop than other
be an advantage for Mirinda to competitors. - There are large and
access processing technology and reputable suppliers.
raw materials from suppliers. - Materials guaranteed.
- The recovery of the economy after - Inflation increased.
the recession thanks to the economic - Various substitute products.
stimulus package of the - Customers are increasingly
government. demanding on product quality and
- Young population structure. design.
- Large market in terms of both - Pressure from competitors is great.
current and potential market in the Price sensitivity. - Unfair
future. - Vietnam's climate is very competition.
suitable for the development of soft

M I R I N D A - PEPS I C O P A G E 6

EXTERNALANALYSIS
Consumer
behaviour analysis
 Buying Behavior
In recent years Vietnamese people have become increasingly aware of health
products following a significant rise in diabetes, high blood pressure and cancer, with
83% of consumers making active dietary choices to prevent poor health (Food
Navigator, 2018). As a result, there has been a shift towards more nutritious, healthier
drinks with less sugar and caffeine. This is clearly shown through the fall in revenue
growth of soft drinks in Vietnam from 27.9% in 2011 to 9.3% in 2019 and is forecasted
to further fall to 5.7% by 2023 (Statista, 2019). As a result, soft drink manufacturers
will have to adapt and market their products accordingly to meet consumer
demands of the right combination of sugar, flavour and differentiation.

Brand awareness

According to a survey of
Vinaresearch (W&S 2013), females
have 11.2% higher total awareness
than males about Mirinda soft
drinks. Both men and women know
about soft drinks brands through
TV advertisements, 93.1%, 95.3%
respectively (W&S 2013). Followed
by Supermarket/Store Ads (72.7%)
and Internet Ads (63.5%). In
particular, with the Internet
Advertising channel, men recognize
better than women with the
difference rate of 8.4%.
Gender and source of identifying information

M I R I N D A - PEPS I C O P A G E 7
Reasons to buy soft drinks

Prestigious Trademark is the most influential factor when customers choose to buy soft drinks.
After Prestigious Trademark, Origin and Famous Trademark are the next important factors.
From the survey results, it shows that the promotion and discount factors do not have much
influence on consumers' decision to choose carbonated soft drinks brand.
In addition to drinking soft drinks to help quench thirst (86.0%), the next 2 reasons to choose to
drink this water are to feel refreshed after drinking (59.5%) and to create a sense of appetite when
eating (49.7 %). When comparing the reasons for drinking between men and women, there are
some differences as follows: If men regularly drink carbonated soft drinks due to habit (10.2%
higher than women), women often drink because they are available. (10.8% higher rate than men)
(W&S 2013).

Factors affecting
Occasions for drinking

From the survey results, many people tend to use soft drinks in large meetings and gatherings.
For example: meeting / dining with friends (76.1%), In parties (75.8%) or Family / relatives
gathering (58.8%). Besides, when meeting customers / partners is the occasion that few people like
to drink this type of water the most, accounting for only (17.5%).

Occasions for drinking

M I R I N D A - PEPS I C O P A G E 8

MARKET SEGMENTATION
Mirinda segments their customers by Demographic, Behavioral and Psychographic factors.

DEMOGRAPHIC
The target customer's characteristics arising from the market, Include: Gender, Age,
Occupation, Income.
 ME
Students and other

AGE
01
G E N D ER
03 professions I N C O
- Male
O CC U P A T I O N
- Female - Others

02 -12-25 years old 04 Income level can't be

-Young Generation specified.

PSYCHOGRAPHIC

The target customer's psychographic characteristics according to Personality, Attitude,

Lifestyle

- Stylish youth
- Good and constructive

BEHAVIORAL
The target customer's behavioral characteristics according to Awareness, Practice,
Significance

-Consider the taste that is consist of health factors

-Feel the taste with ice tamarind.
-The taste is create the value of the new flavors

M I R I N D A - PEPS I C O P A G E 9

TARGET MARKETING
Mirinda's target market is aimed at young people, aka Generation Z. PepsiCo Company
sacrifices all types of markets except the youth market. PepsiCo has tried its best to be
younger, more attractive, and more relevant to consumers than its competitors, and this
constant strategy has helped PepsiCo Vietnam to retain its target market. targeting a group of
young and dynamic customers regardless of the region (Page 2013). Today, consumers have
many different options, so it is much better to target a few specific groups to get a quick
response.
MARKET POSITIONING
Considering the current market situation, Mirinda has to come up with something different
because ultimately they have to position their brand in consumer's minds. In order to
relaunch the product, the advertising campaign should be strong enough to send the message
to the consumers related to product so to do that we have to maintain some specialty:

SPECIALTY IN TASTE WITH FLAVORS

Now Consumers have the chance to feel the real tamarind

flavor with ice and getting new fruit flavors of Mirinda.

SPECIALTY IN QUALITY & VALUE

Mirinda has manufactured various fruit taste soft drinks

without using any kind of harmful chemical. So customers can
easily taste the new flavors of Mirinda and can enjoy life. And
the value consumers get from taste Mirinda is much more
than they paid.

TRENDY & STYLISH GLANCE

Mirinda has now the new look in their bottle size and the
trendy color look for these reasons consumers find it more
stylish colorful look than the previous look of Mirinda.
ANALYSIS OF COMMUNICATION PROCESS

ANALYZE RECEIVER’S RESPONSE

PROCESSES
 pprroommoottiioonn ppllaann,,
MMiirriinnddaa cchhoossee ttoo uussee
tthhee AAIIDDAA mmooddeell..
BByy ddeeffiinniittiioonn,, tthhiiss
AAIIDDAA mmooddeell wwaass
ccrreeaatteedd ttoo rreepprreesseenntt
tthhee ssttaaggeess tthhaatt aa
ssaalleessppeerrssoonn mmuusstt ttaakkee
aa ccuussttoommeerr tthhrroouugghh
dduurriinngg tthhee
ppeerrssoonnaall--sseelllliinngg
pprroocceessss.. TThhiiss mmooddeell
TThhee ssaalleessppeerrssoonn mmuusstt
ffiirrsstt ccaappttuurree tthhee
ccuussttoommeerr''ss aatttteennttiioonn
bbeeffoorree ppiiqquueeiinngg tthheeiirr
iinntteerreesstt iinn tthhee
ccoommppaannyy''ss pprroodduucctt oorr
sseerrvviiccee.. ((AAddvveerrttiissiinngg
aanndd PPrroommoottiioonn:: AAnn
IInntteeggrraatteedd MMaarrkkeettiinngg
CCoommmmuunniiccaattiioonn,, 2018)

IInn tthhiiss pprroodduucctt

ddeeppiiccttss tthhee bbuuyyeerr
ggooiinngg tthhrroouugghh tthhee
ssttaaggeess ooff aatttteennttiioonn,,
iinntteerreesstt,, ddeessiirree,, aanndd
aaccttiioonn..
MIRINDAFOCUSESONSIMPLICITYINTHEPR
O C E S S O F C O M M U N I CATI N G W ITH C U STO M E
RSBECAUSEOURMIRINDADAMEPRODUCTLI
NEISORIENTEDTOBEQUICKANDCONVENIE
NTTOUSEFORCUSTOMERS

A t t ent ion St r a t egi e s

 - Cont inue impl ement ing the pr omo t i on
s t r a t egy thr ough Youtube channe l w i th ne w
br and r epr e s ent a t i v e M a i Am N ha c
Cogni t i ve Stage Int e r e s t

Affec t i ve Stage De s ir e

Affec t i ve Stage A c t ion

St r a t egi e s

B ehav ioural Stage A f t e r r e c e i v ing the a t t ent i on o f the t a

- Po s t c r e a t i v e adv e r t i s ing pr oduc t s ( v rge t cus t ome r , M i r inda c ont inue s t o de li v
ide o s , pho t o s , . . .) on s o c i a l ne t w o r k ing e r me s s age s tha t di r e c t l y a ff e c t the de s i
pl a t f o rms inc luding F a c ebo o k , Ins t agr am, r e o f cus t ome r s :
Youtube and T i k t o k t o a t t r a c t cus t ome r s '- Pr oduc t s e xpr e s s the i r o w n s t y l e - B uy
a t t ent i on pr oduc t s t o suppo r t the
r epr e s ent a t i v e
- Spe c i a l edi t i on, limi t ed quant i t y , ne v e r -
be f o r e - s e en fl a v o r
...

St r a t egi e s

Cr e a t i v e pr oduc t s ne ed t o r e a ch the t a
rge t audi enc e o f pe opl e be t w e en the age s
o f 1 2 and 2 5 ( G en Z):
- U s e sho r t v ide o s , inspi r a t i ona l pho t o s -
U s e v i r a l s a y ings and a c t i ons (humo r ous ,
empa the t i c , pr oud, e t c .)
 - B r inging pr oduc t s t o ma r k e t thr ough a s y
s t em o f na t i on w ide supe rma r k e t s , r e t a
il s t o r e s and e - c omme r c e pl a t f o rms - O ff
e r r e a s onabl e pr omo t i ona l v ouche r s but
limi t ed quant i t i e s , bo th s t imul a t ing buy
ing and no t a ff e c t ing s a l e s
- Cr e a t e cha ll enge s bo th in r e a l lif e and on s
o c i a l ne t w o r k s : J o in the w inning game / R
e c o rd r e v i e w ing v ide o s t o r e c e i v e r e w
a rds

St r a t egi e s

Analyze source factors

The term "source" is used to mean the person involved in communicating a

marketing message, either directly or indirectly. (Advertising and Promotion: An
Integrated Marketing Communication, 2018)
In this year's summer plan, Mirinda's "source" uses brand representatives and
KOLs, as it has done in previous plans.
unnecessary length of time to
The representative of this year's promote the product.
summer special edition is Mai Music, a Other factors for choosing the
female rapper who is emerging in representative Mai Music:
recent times. The selection of - Match with audience in target age
representatives is based on the high - Fresh visuals, highlighted by
coverage in the media and the humorous personality
 - The cost is in line with the estimate t

because the representative is new -

k

The ability to build trust is good, the a

h

representative is comfortable sharing l

views with fans n

- Risk: Since the representative is a e

newbie, it is possible to receive many N

negative reactions from consumers - o

Familiarity: Being a familiar face with X

young people in recent times a

IMAGE: INSTAGRAM 29.MIMM (MAI MUSIC)

o

On the side of cooperation with KOLs, b

company focuses on contacting and

y

working with hot tiktokers, who are r

i

famous and have suitable images, to

i

shoot promotional videos. a

T
PAG E 1 3
i

Analyze message factors

message dedicated to this product
The message this time still appeals to line: "Hot angry / Drink Mirinda Ice
the feelings and emotions of Tamarind" with the meaning of
consumers. Message appeal option is bringing coolness and dispelling the
humor appeal which can attract, hold heat to consumers.
attention and put consumers in a
positive mood.

However, Mirinda Ice Tamarind is a

IMAGE: MUSIC VIDEO "THE OLD STORY I IGNORE
special edition for the summer, so we
After two seasons of Tet 2019 and 2020,
need a separate message.
Mirinda's message "The old story I
When you hear summer, you
ignore" has not cooled down. In the
remember the sweltering heat that
Tet advertising campaign earlier this
makes people uncomfortable, and you
year, our brand continued to launch
remember the feeling of coolness
"The old story I ignore 3" with the
when drinking a glass of ice water. Not
return of the sharp guy Truc Nhan and
only cool but also sweet and sour taste
rapper Ricky Star, the famous guy in
of tamarind, this is a perfect
the Vietnamese Rap competition.
combination for hot summer.
Although it is an old message, the
Through discussion, the company's
music video with a cheerful melody
Marketing team came up with a
still attracts viewers. After 4 days of
 release, "The old story I ignore" quickly IMAGE: Music Video "The Old Story I Ignore 3
reached 16 million views.
(Mastermedia 2021)

PAG E 1 4

ANALYZE CHANNEL
FACTORS
P E R S O N A L C H A N N EL S ( P E R S O N A L SEL L I N G )PROS:

CONS

Flexible:
When selling directly, if customers have
problem with product or conditions of
sale, the salesperson is completely
capable of adjusting these factors to suit
the needs of customers, sometimes
individual needs

Real time:
- Timely dialogue, detailed instructions -
Can bring information directly to
customers and also directly receive
Powerful: Can build direct relationship with information from customers.
customers to promote product High cost to hire and operate a personal
consumption sales team
 Difficult to control possible negative
behaviors: Sales staff quote higher prices
than company's regulations, hide revenue,
disclose customer information to
competitors, etc

There may be competition and conflict

among sales staff in company, thereby
Difficult to agree on the message that the negatively affecting the company's
company wants to convey, because the operations.
understanding and expression of each
salesperson is different.

ANALYZE CHANNEL
FACTORS
N O N - P E R S O N A L C H A N N EL S ( N O N - P E R S O
NALADVERTISING)

GOOGLETV
annoyed
Pros:
Pros:
An extremely large number of users, Visibility and vibrancy will make it
easier to exploit information easier for customers to be attracted,
thereby helping customers
resources
remember our brand
Display prominently to attract
customers' attention Cons:
Cons: High cost of running ads
Advertising on Google has many Advertising can be annoying to
shortcomings, one of which is the viewers because the ad repeats many
spread of unorthodox information. times a day, these repetition can be
This limits the user's access to boring for the audience, which is
company's advertisements counterproductive
Sometimes making customers feel

A
SOCIAL MEDI E-COMMERCE
Pros:
Can gain an advantage over other
 competitors very easily Reduce market search costs
The number of users is extremely Information and data are digitized
large and potential with many types for easy management
of audiences and ages Large customer scale, sales process
Can advertise products to all types is faster and more efficient
of customers Products and services are displayed
Low cost abundantly and regularly updated Cons:
Cons: The demand for quality verification
The social network is too big that the has not been satisfied
ads may not reach all the target It is easy to have false evaluation
customers information due to lack of objective
Customers do not trust advertising evaluation from customers
on social networks Customers cannot receive goods
immediately but also take time to
Pros: shipping

M I R I N D A - PEPS I C O P A G E 1 6

ESTABLISH
COMMUNICATION
GOALS AND
OBJECTIVES

T H E C O M P A N Y WI L L I M PLE M E N T A C O M M U N I C A T I O N P R O G R A M F O R
4 M O N T H S F R O M M A Y 202 1 T O T H E E N D O F SEPTE M B E R 202 1.

• Creating a positive brand image in the

Goals customer's mind

• Increase awareness of Mirinda in • Increase direct competition with rival

general and the special edition for brands
summer Mirinda Ice Tamarind in
particular throughout Vietnam Objectives
 for the summer special edition Mirinda Ice
• Increase national awareness for
Tamarind
Mirinda by 15% (measurement taken
after the end of the media campaign)

• Exceeded sales target by 10% in 4 months

M I R I N D A - PEPS I C O P A G E 1 7

IMC
PROGRAMS
 M I R I N D A - PEPS I C O P A G E 1 8

2.

1.
 ads will be designed with eye-catching

SING colors in harmony with the message

"Hot angry / Drink Mirinda tamarind
ice".
One-column Billboards: It is suggested
that billbroads be placed in
easy-to-see positions at intersection
TV-commercial: The success of the corners with long red light waiting
2019 Tet campaign "The old story I time. Wall-mounted Billboard: it is
ignore" relies mainly on TVC to convey suggested to use the LCD screens
the message to customers and achieve outside of the shopping center to play
certain successes in increasing sales short commercial TVCs with sound.
during Tet (brandsvietnam, 2019). This will help remember the brand
Therefore, choosing TVC to advertise associated with the piece of music.
products is a good choice. It is Bus shelters: In big cities like Hanoi,
suggested when combining with Den the use of buses is very popular for
Vau and Bich Phuong to create a students, so placing an advertisement
memorable viral music video for at the shelter will help the bus reach a
viewers. The music will have the large number of people. At the same
content of skipping the hot summer time, it will be designed at some bus
weather, enjoy Mirinda your way and points with vending machines so that
chill. when waiting for the bus, people can
Outdoor: Outdoor outreach can reach buy products.
3. a large number of people. Mirinda will Leaflets: will be combined with famous

ADVERTI execute its advertising plan using supermarket chains such as Big C,
outdoor advertising. These outdoor Vinmart, Aeon mall to clip into

the supermarket's brochure.

M I R I N D A - PEPS I C O P A G E 1 9

DI GITAL/ INTERNET
MARKETING A

Targ
e
t o
F m
c e
u r
s s
t :
r e y s 3 ar .
o In r e o 0 s
m t 1 a ld y o
2 r to e ld
e F fo in e
s a od g , etc.
t s ,p g
: t la a
- y m
 1.Social media
According to Statista's analysis in 2021, Facebook, Youtube, Zalo and Instagram are the most active
social media platforms used by generation Y and generation Z. In which, Facebook is the leading social
networking platform among Generation Y and Z (Statista, 2021). Moreover,
D

Tiktok is especially attracted to young people (Gen Z). TikTok was downloaded 2 billion times on Google
Play & App Store. Gen Z accounts for 60% of TikTok users , which is roughly 413 million monthly active
users (Forbes, 2020).
Besides that, to arrive at the final shopping decision, Gen Z consults multiple sources of information
and integrates both virtual and real experiences. Gen Z does not believe in advertising, but more in the
endorsements of people around, influential public figures - KOLs (brandsvietnam, 2021).
So with social media planned as follows:
User- generated contents: N

- On Facebook, Instagram, Youtube platforms: The brand will send to influential people in the youth
community Mirinda's gift boxes with Mirinda tamarind flavor, they will simultaneously share these gift
boxes to introduce about the new taste of tamarind - Mirinda's exclusive
summer version. I

- On TikTok: Firstly, the KOLs will participate in the choreography challenge "Relieving the hot with
Mirinda with tamarind" - a form that is having a high "viral" at the moment. Keeping up with the trend,
catchy music, outstanding dance moves will attract the attention of customers. From there, a dance
contest with hashtag #chilldancehotwithMirinda will be held to raise customers' awareness of Mirinda in
general and Mirinda tamarind flavor in particular.
Online advertisings: The time to appear ads is 11AM - 14PM and 18PM - 20PM.
- Facebook:
Image advertising: Articles on Fanpage will appear on Newsfeed of target customers R

(from 12 to 30 years old).

Video ads: will appear in Watch videos (Ads can be skipped after 7 seconds).
- Youtube:
Ads videos (in-stream ads) will appear in videos on topics relevant to the target audience
I

(from 12 to 30 years old): music, cooking, daily vlogs, food reviews, games, etc. These ads can be
skipped (play before or in the middle of the video, skippable after 7 seconds). Banner ads: An
advertisement for Mirinda's new tamarind flavor image and when clicked on will lead to a website
selling Mirinda products. It is suggested appearing in topics such as cooking, gaming, vlogs, etc.
Fanpage - Mirinda Vietnam:
Constantly update new articles to introduce products and announce upcoming events. Share
videos of influencers and customers in the dance contest.

M I R I N D A - PEPS I C O P A G E 20

DI GITAL/ INTERNET
MARKETING A

Targ
e
t F
 c m
u e
s r
t s
o :
r e y s 3 ar .
o In r e o 0 s
m t 1 a ld y o
2 r to e ld
e F fo in e
s a od g , etc.
t s ,p g
: t la a
- y m

2. E-commerce platform
In a 2020 Epsilon report on cross-generational marketing, 75% of Gen Z and Millennials use smartphones
to shop online, more than any other generation. They are D

also not afraid to spend money, this statistic shows that Gen Z spends up to 44 billion USD per
year (brandsvietnam, 2021).
According to Statista's statistics in 2019, the most popular e-commerce site for Vietnamese
people is Shopee (75%), followed by Lazada (62%) and Tiki (59%) (Statista, 2019). In addition,
according to the report of the Ministry of Industry and Trade in 2019, Vietnam became the
country with the top 3 e-commerce growth rate in Southeast Asia. The majority of online
shoppers are young people from 18 to 25 years old, up to 77% of Internet users have shopped
online at least once in 2019, mainly buying on mobile devices (tuoitre, 2020).
Therefore, reaching and advertising on e-commerce N

sites is essential:

- Link with e-commerce sites: Shopee, Lazada, Tiki to place advertising banners on Shopee's
main page.
- Priority order: Shopee, Lazada, Tiki. I

3. Google
- Optimize search results on the platform.
- Banner advertising with customers from 12 years old to 30 years old.

M I R I N D A - PEPS I C O P A G E 2 1
SALE
PROMOTI
ON
DIRECT MARKETING
some food shops on food delivery
applications such as Grab, Baemin in Hanoi
city, to send a free sample to the customer's
Business to consumers. place of delivery.
- Coupon: When buying Pepsico products in
- Samples: supermarkets with a bill of over 300,000 VND,
In- store: In large supermarket chains in you will receive a 15% discount coupon for your
Hanoi such as Big C, Vinmart, and Aeon mall, next purchase with a expiry date of one month.
there will be staff for customers to try - Sweepstakes: When buying tamarind-flavored
products in small cups. At the same time, Mirinda at supermarkets with a bill of over
employees can introduce new product lines 500,000 VND, customers will be entered into a
with brand incentives. lucky draw.
On package: When customers buy a batch of
Business to wholesalers/ retailers.
6 cans of Pepsico Vietnam products, they will
be given 1 can of Mirinda tamarind flavor. - Trade allowances: When wholesalers and
Door to door: When customers buy Pepsico retailers market and sell a large number of
products through e-commerce sites such as products, they will receive incentives from the
Shopee, Lazada, Tiki or will combine with company (depending on the number of products
 sold). messages from Mirinda tamarind and retail
- Cooperative advertising: Provide some store owners.
retailers in the north with billboards with

M I R I N D A - PEPS I C O P A G E 2 2

PUB
L IC R EA L T
P UB L I C IT YIONS/
A

Music can have a great impact on a person, from events, especially EDM music events are activities
physiological - psychological - and behavioral. that act as factors to increase customer
With different types of music, different melodies, experience, better connect participants
different frequencies, ... will lead to different emotionally with the brand. There are already
behavior. And an important thing, the beat of many brands like Heineiken that hold major music
music is very similar to the heartbeat, where festivals every year and gain a large number of
emotions are created, which emotions are often customers who interact with the brand
hard to forget (brandsvietnam, 2019). Music (buzzmetrics, 2016).
 vnexpress, tuoitre, etc. and social networks to
increase the reach of the event to customers.

Figure: Events organized by brandsSo, it would be

suggested to hold a music festival.
Influencers: Bich Phuong, Den Vau, Justatee, Van
Mai Huong, Hoa Minzy, Mai Am Nhac.
The brand will hold a EDM music night "Relieve
the hot with Mirinda" with the appearance of
famous artists that attract teenagers in the form
of ticket sales. Included with each ticket will
be a can of Mirinda Tamarind flavor. And
NI

customers buy more to receive 10%

discount on their next purchase at
supermarkets. In the program will appear
songs in TVC of Bich Phuong and Den Vau. The
guests will join the audience in dancing Mirinda's
RI

viral dance at the beginning of the show. This

event will be livestreamed on Mirinda Vietnam
Fanpage and shared by the artists in the program
on their personal pages.
This event will be held at the artificial beach in
Hanoi. Everyone will perceive the event as a
summer music party. This event combines media M

through online press channels such as kenh14,

M I R I N D A - PEPS I C O P A G E 2 3

A
I R I ND
M
P

EP
SIC O

PERSONAL SELLING

Students, teenegers are the main customers

that the company targets. Therefore,
products will be sold in the school canteen
and in front of the school gate. Access to
the school's sales area, the canteen, will
promote purchases at recess and lunchtime.
And the area in front of the school gate will
attract the number of buyers after school.
In supermarket chains and commercial
centers with a large customer base, it is
proposed to have small direct sales
counters to attract customers who are not
 the target customers who will buy the
product.
Through personal selling, it is suggested
that customers will receive a QR code to
conduct an online survey on customer
opinions about the product and will receive
a promotional voucher when making their
next purchase.

M I R I N D A - PEPS I C O P A G E 2 4
SET A TENTATIVE BUDGET

TY P E O F
PROPORTITION
t
M E D I AMAY. JUN. JULY. TOTAL
TV-COMMERCI OUTDOOR: D
g
A L : 30.000.000 V N D 20.000.000 V N D
n
WA L L - M O U N TE WA L L - M O U N TE
i DBILLBOARD: DBILLBOARD:
s
OUTDOOR: 20.000.000 V N D 20.000.000 V N D
i 20.000.000 V N D
t
B U S S H EL TE R : B U S S H EL TE R :
r 10.000.000 V N D 10.000.000 V N D
e

B U S S H EL TE R :
d 6 .000.000
10.000.000 V N D
A

2 .000.000 2 .000.000
TV-COMMERCI
g
2 .000.000 A L : 30.000.000 V N D 23,9%
n
TV-COMMERCI
A L : 30.000.000 V N D
t

200.000.000 V N
i

VND
t
a

ti e

VND kr

VND i
a
KOLSON
0, 7 2 % D
kr
SOCIALMEDI
A(FACEBOO
Mn

i KOLSON ADSON
K
a
S O C I A L M E D I E- C O M M E R C
Y O U T U B E- T I
A ( F A C E B O O E ( S H O P EE, T I
D

KTOK)
M
K K I, L A Z A D A )
40.000.000 V N D A
Y O U T U B E- T I 60.000.000 V N D
er
DSON
KTOK)
E- C O M M E R C
g
40.000.000 V N D
E
e

VND l
n

i
( S H O P EE, T I K
 I, L A Z A D A ) ND
60.000.000 V N D

200.000.000 V 23,9%
i

(V N D )
c

i
R

o 1 90.000.000 V N D
INFLUENCERS:
P

t
1 90.000.000 V N D
l

o
a
l

10, 8 5 % 2 2 , 7 1 %
g

VOUCHER/DISCOUNT:
a
90. 7 50.000 V N D
90.000.000(V N D ) T I C K ET ( P R
m

r
I N T I N G ):

7 50.000
y

D
n
1 7 , 9 2 % 100 %
n
50.000.000 V N D
TOTAL
i
o

s
l

r
50.000.000 V N D
e
2 1 2 .000.000 V N 8 3 6 . 7 50.000 V N
D D
e

P
4 7 2 . 7 50.000 V N 1 50.000.000 V N D
D
50.000.000 V N D
1 5 2 .000.000 V N
M I R I N D A - PEPS I C O P A G E 2 5

ALLOCATE TENTATIVE
THE BUDGET

♦ T H E B U D G ET IS A L L O C A TE D E Q U A L LY F O R E A C
H P R O V I N CE/ST O R E.

♦ T H E PIE C H A R T B EL OW I L L U ST R A TES T H E T H E P R
O P O R T I O N O F T H E B U D G ET F O R T H E M E D I A CL A
SSES C H O SE N :

Personal Selling
17.9%
 Direct Marketing
0.7%

PR Publicity
22.7%

Digital Marketing
23.9%

Sale
s
Pro
mot
ion
10.9 SALES
% Advertising
23.9%

M I R I N D A - PEPS I C O P A G E 2 6O D D B A L L I M A G I N G S T U D I O P A G E 2

EVALUATE PROMOTIONAL
PROGRAM RESULTS/
EFFECTIVENESS
MEASURES FAILED GOOD EXCELLENT <

Subscribe 2.5M-4.5M>4.5M
)
2M
g

te

Interaction Follow
i

<1M1M-2M>2M
n
t

r
e t

View
b nI
k
u
ut
r

View
)
Y

( g
k
M
 30 % < 300K 300K - 500K > 500K < 800K 800K - 1. 5 M > 1. 5 M

< 1 2 % 1 5 % - 30 % >

te o
n

nt
i

be
n
t

r
e

e
o

t
Engageme
nI
k
%<1M1M-2M>2M
r

Followers
c

a
a

F
M
(
< 10 % 10 % - 20 % > 20 < 1 M 1 M - 2 M > 2 M
g

Reach te )

The number of
n
t

people
r
e

e
o

participating challenge 200 M 2 50 M - 4 50 M > 4

t

V
nI
k
k T(

Interaction
r

M
View 50 M
< 1 80 M 200 M - 400 M >
400 M
i
g

n < 800K 800K -1 M > 1 M < s

e
)

v
c

The number of people

<1M
A

participating Music show. 1M-2M>2M

s

n
il
t

b
oi a

u
l
e

e l
P

R a

Revenue < 1 5 % 1 5 - 30 % > 30 %

M I R I N D A - PEPS I C O P A G E 2 7

Conclusion
Mirinda is a product line of Pepsico Vietnam, with many strong
 competitors such as Coca-Cola, Pepsi, etc. Although there are still
incomplete points of the plan, with the analysis of this IMC goal and
plan, Mirinda has set out hopes of creating new communications
innovations for the company through the summer special edition Mirinda
Ice Tamarind over the next three months.

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