| dc.description.abstract | This research is conducted to suggest and improve the current promotion strategies of
Coca Cola through finding the insights from carbonated soft drinks consumers. With the saturation in promotion ideas recently of this category, this research actively looked for new insights from consumers to build up new promotion approaches for Coca Cola.
The research has been conducted in 2013, started from January in Ho Chi Minh City. By reviewing the related theories, previous researches and literatures, this research was proposed lots of valuable information to create conceptual framework that helped the researcher having right direction to collect the data.
Ethnographic approach was conducted in nine families across all key beverage categories
to find out the insights of using soft drinks, including Coca Cola and all the brands of energy drink, ready to drink tea and fruit juice. The data from collecting data was transformed into key insights, as a core values for the suggestion of promotion strategies later on, including three approaches which were advertising, public relations and sales promotion.
Though there are still many limitation of this research through the qualitative approach,
but this research has figured out the key insights that can help Coca Cola to improve their promotion strategies, with the key positioning of family image. | en_US |
