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
4
Threats
Strong competitors
The percentage of people
who are loyal to other brands.
People appeal to natural
juices.
Marketing
Segment
Strategy
5
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 Encourage customers to
mind more about information about Schweppes experience products, help
Schweppes and make Schweppes become them to understand
Objective the first choice of customers products and convince
when there think about Soda. 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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STAGE 1 - Advertising The image part
with relationship
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found in the file.
Online Newspaper
Large 1 (CPC)
Masthead Top PC
Top banner
STAGE 1 - Advertising The image part
with relationship
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found in the file.
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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The image part
with relationship
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POSTER
The image part
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STAGE 1 - Advertising The image part
with relationship
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found in the file.
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
with relationship
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found in the file.
Publishes TVC on social media
Facebook Youtube
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STAGE 1 - KPIs The image part
with relationship
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found in the file.
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
with relationship
ID rId21 was not
found in the file.
Sponsor
At 8:30 p.m every Saturday on HVT7
Time sponsor: 1 season (14 episodes)
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STAGE 2 - Advertising The image part
with relationship
ID rId21 was not
found in the file.
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
with relationship
ID rId21 was not
found in the file.
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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STAGE 2 – Digital marketing The image part
with relationship
ID rId21 was not
found in the file.
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
with relationship
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found in the file.
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
with relationship
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found in the file.
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STAGE 3 – Personal selling The image part
with relationship
ID rId21 was not
found in the file.
STAGE 3 – Sales promotion The image part
with relationship
ID rId21 was not
found in the file.
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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STAGE 3 – Sales promotion The image part
with relationship
ID rId21 was not
found in the file.
Award : Create your own life - Samsung x Schweppes
Samsung Galaxy Tab S6
Samsung Galaxy Note 20 Ultra 5G Samsung Galaxy Watch Active 2 44mm
STAGE 3 – Sales promotion The image part
with relationship
ID rId21 was not
found in the file.
Event: Create your own life – Samsung x Schweppes
KOLs
J97 Erik
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STAGE 3 – Sales promotion The image part
with relationship
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found in the file.
Sponsor Schweppes for foods bloggers
Ninh Titô SChannel
Tools Description Times Number/KPIs
Booths:
STAGE 3 - KPIs Aeon Mall & 9 days (Every week
The image part
with relationship
Aeon Mall: 10.000 reaches/day
ID rId21 was not
found in the file.
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
with relationship
ID rId21 was not
found in the file.
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
with relationship
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found in the file.
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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