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TARGET MARKET MIRINDA "Chuyện cũ bỏ qua": Target market: In 2018, Vietnam was filled with infighting

The document discusses Mirinda's marketing campaign in Vietnam during 2018. It aimed to promote reconciliation and laughter during Tet, a time when controversy and infighting were prevalent in Vietnam. The campaign targeted teenagers and young people, as well as mothers, through a playful video promoting Mirinda drinks as gifts to reconcile disputes and bring laughter for a happy new year.

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Thịnh Nguyễn
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30 views2 pages

TARGET MARKET MIRINDA "Chuyện cũ bỏ qua": Target market: In 2018, Vietnam was filled with infighting

The document discusses Mirinda's marketing campaign in Vietnam during 2018. It aimed to promote reconciliation and laughter during Tet, a time when controversy and infighting were prevalent in Vietnam. The campaign targeted teenagers and young people, as well as mothers, through a playful video promoting Mirinda drinks as gifts to reconcile disputes and bring laughter for a happy new year.

Uploaded by

Thịnh Nguyễn
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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TARGET MARKET MIRINDA “Chuyện cũ bỏ qua”

Target market:
In 2018, Vietnam was filled with infighting.
Controversial content is everywhere, the media seems to be "crazy" with drama, and
the content is viewed and distributed by millions of people every day, creating an
"epidemic of quarrels" that quickly spreads throughout the world. where: from the
online community to the neighbors fighting each other just because of small things
like garbage bags.
This social issue creates a unique opportunity for Mirinda - a beverage brand with a
playful orientation, promoting the brand's value to consumers and increasing product
consumption during the Tet season.

Media Consumption Insight: Tet music and comedy are the top 2 entertainment
choices of consumers during the Tet season.

Industry characteristics:
The beverage industry in Vietnam is one of the fastest - growing FMCG sectors.
Beverage consumption is estimated at 81.6 billion liters in 2016 with a prospect of
109 billion liters in 2020.
With an increasing proportion of the young population (approximately over 50% of
Vietnam's population is under 30 years old), improved income level and the habit of
shopping for ready-to-eat food on Tet holiday are advantages for Mirinda to develop.
However, in Vietnam today, there are many soft drink companies, so they have to
compete fiercely to win the attention of customers.
-> Based on the above reasons, Mirinda has made a video "..." with a playful and
vibrant style to hit the psychology of every customer as Mirinda's products are used
as a gift to reconcile, bring Bring laughter for a happy new year and create a viral
reconciliation movement with the #LaughAwayTheGrudgeWithMirinda message on
social and digital to win on media.

Target Customer:
Mirinda focuses on both urban and rural areas, does not discriminate between men
and women, beside the focus of the video is on the audience of 13-18 years old,
Mirinda also reaches out to young people and mothers who often shop for Tet and
organize parties, regardless of income and occupation.

Target
- Strengthening the attribute “meaningful message” in brand positioning with the
message “Tet full of laughter”.
- Increased consumption of Mirinda products during Tet season and sales increased
above the industry average
- Increase brand value

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