FINAL ACCESSMENT Module: Advertising Student's Signature: NGUYEN PHAM KY NAM

FINAL ACCESSMENT
Module: ADVERTISING
Code: MKT3038
PJ1 Advertising Campaign Plan
Ho Chi Minh City, November 2021
EXECUTIVE
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Student: NGUYEN PHAM KY NAM
Student ID: 1705025031
Northampton Student ID: 22403585
Cohort: K57NO
Semester: I
Academic year: 2020-2021
Headteacher: Nguyen Xuan Minh
Submission date: 15 December 2021
Student’s signature:
FOR EXAMINERS ONLY
Grade (in number):
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Grade (in words):
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Examiner 1
(Signature & Fullname)
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Examiner 2
(Signature & Fullname)
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After doing a thorough review of the company's history, target market, and other relevant
criteria, the advertising strategy will begin.
In the second portion, we'll look through some of the campaign's most important business
goals and figure out how to translate them into communication objectives. Strategic
actions will be established at this point using a 3Ps plan.
The final element of the integrated advertising campaign will cover all of the platforms
and the material that will be utilized for each. Academic theories will be used to argue the
use of appeals and the usefulness of various platforms when generating content.
In the fourth section, we'll talk about how to put the plan into action for ads on the
aforementioned platforms and go over some of the best practices for monitoring and
controlling them.
As a final step, the campaign will present a sample budget allocation based on prior brand
expenditures, along with the associated activity plans for each season.
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Table of Contents
I. Context Analysis...........................................................................................................3
1.1 Business Analysis.....................................................................................................3
1.2 Customer Analysis....................................................................................................4
1.3 External Analysis......................................................................................................4
1.4 Internal Analysis.......................................................................................................4
II. Marketing communication objectives and strategic actions....................................5
2.1 Business Objectives..................................................................................................5
2.2 Communication Objectives.......................................................................................5
2.3 3Ps of Communication Strategy................................................................................5
III. Coordinated Communication Mix............................................................................6
3.1 TV Commercials.......................................................................................................6
3.2 Digital Channels.......................................................................................................7
3.3 Billboards..................................................................................................................7
IV. Implementation, Control and Evaluation................................................................8
4.1 Implementation.........................................................................................................8
4.1.1 TVC....................................................................................................................8
4.1.2 Digital Channels...............................................................................................10
4.1.3 Billboard...........................................................................................................10
4.2 Control and Evaluation...........................................................................................10
V. Scheduling and Resources........................................................................................11
5.1 Scheduling..............................................................................................................11
5.2 Budget Allocation...................................................................................................11
REFERENCES...............................................................................................................13
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I. Context Analysis
1.1 Business Analysis
Every day, PepsiCo products are consumed in more than 200 nations and territories.
PepsiCo's supplementary food and beverage line generated more than $70 billion u.s.
dollars in revenue in 2020, from Snack food to Pepsi to Trop. PepsiCo's 23 brands are
estimated to generate more than $1 billion in yearly retail sales (Pepsico, 2020)
In 1993, Pepsi Max was released as a rival to Zero Coke in the United Kingdom. In place
of Pepsi and diet Pepsi, a better option, it provided the entire Pepsi flavor to customers
while still being reduced in sugar and calories. Pepsi Max became the most popular Pepsi
beverage in the world by the end of 1994, when it was distributed in more than 20
countries. There are several Pepsi Max promos available, including those for bottles and
cans.
There are already 8.8 million Pepsi Max users in 2020, making it Pepsi's most popular
product. This year, 5.2 million consumers said they drank Pepsi-Cola, while 3.9 million
purchased Diet Pepsi.
Source: Statista
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