{"id":5695,"date":"2019-05-05T11:46:43","date_gmt":"2019-05-05T04:46:43","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=5695"},"modified":"2019-11-25T12:09:04","modified_gmt":"2019-11-25T05:09:04","slug":"chien-dich-that-bai-tai-nga-cua-coca-cola-hieu-sai-doi-tuong-muc-tieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/chien-dich-that-bai-tai-nga-cua-coca-cola-hieu-sai-doi-tuong-muc-tieu\/","title":{"rendered":"Chi\u1ebfn d\u1ecbch th\u1ea5t b\u1ea1i t\u1ea1i Nga c\u1ee7a Coca-Cola: hi\u1ec3u sai \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau"},"content":{"rendered":"

B\u1ea1n h\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng r\u1eb1ng \u0111\u1ebfn b\u00e2y gi\u1edd, nhi\u1ec1u doanh nghi\u1ec7p v\u1eabn ch\u01b0a nh\u1eadn ra t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c hi\u1ec3u r\u00f5 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau. Ch\u1ee7 y\u1ebfu t\u1eadp trung x\u00e1c \u0111\u1ecbnh \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau s\u1eb5n c\u00f3 tr\u00ean n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i nh\u01b0 Facebook, n\u01a1i Marketer nghi\u00ean c\u1ee9u v\u1ec1 gi\u1edbi t\u00ednh, \u0111\u1ed9 tu\u1ed5i, v\u1ecb tr\u00ed v\u00e0 th\u1eadm ch\u00ed c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh y\u00eau th\u00edch c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng, c\u00f3 th\u1ec3 g\u00e2y ra nh\u1eefng hi\u1ec3u l\u1ea7m kh\u00f4ng \u0111\u00e1ng. V\u00ec v\u1eady c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn lu\u00f4n \u0111\u1ea3m b\u1ea3o r\u1eb1ng h\u1ecd nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u00ecm hi\u1ec3u insight k\u1ef9 l\u01b0\u1ee3ng, \u0111\u1ec3 thi\u1ebft k\u1ebf chi\u1ebfn l\u01b0\u1ee3c Marketing ph\u00f9 h\u1ee3p.<\/p>\n

Tuy nhi\u00ean, s\u1ef1 th\u1eadt lu\u00f4n m\u1ea5t l\u00f2ng v\u00e0 tr\u00e1i ng\u01b0\u1ee3c ho\u00e0n to\u00e0n. M\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc gi\u1ea3i kh\u00e1t l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi \u2013 Coca Cola, \u0111\u00e3 ho\u00e0n to\u00e0n vi ph\u1ea1m v\u00e0o nh\u1eefng v\u1ea5n \u0111\u1ec1 mang t\u00ednh ch\u00ednh tr\u1ecb to l\u1edbn \u1edf trong m\u1ed9t chi\u1ebfn d\u1ecbch Marketing.<\/p>\n

Th\u00f4ng th\u01b0\u1eddng c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a Coca-Cola h\u01b0\u1edbng t\u1edbi m\u1ee5c ti\u00eau \u201cone size fits all\u201d (m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p cho t\u1ea5t c\u1ea3). Chi\u1ebfn d\u1ecbch to\u00e0n c\u1ea7u c\u1ee7a h\u1ecd nh\u01b0 trong m\u1ed9t TV qu\u1ea3ng c\u00e1o, xe t\u1ea3i c\u1ee7a Coca-Cola lu\u00f4n “\u0111\u1ebfn n\u01a1i” tr\u01b0\u1edbc Gi\u00e1ng Sinh, \u0111\u1eb7c \u0111i\u1ec3m n\u1ed5i b\u1eadt l\u00e0 ch\u1ec9 c\u00f3 h\u00ecnh \u1ea3nh v\u00e0 \u00e2m nh\u1ea1c, kh\u00f4ng s\u1eed d\u1ee5ng ng\u00f4n ng\u1eef trong qu\u1ea3ng c\u00e1o \u0111\u1ec3 h\u1ecd c\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng t\u1ea1i b\u1ea5t k\u1ef3 v\u1ecb tr\u00ed \u0111\u1ecba l\u00fd n\u00e0o.<\/p>\n

T\u1ea1i Nga, Coca-Cola t\u1eeb l\u00e2u \u0111\u00e3 l\u00e0 bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a ph\u01b0\u01a1ng T\u00e2y, \u0111\u1ea1i di\u1ec7n cho hy v\u1ecdng, ni\u1ec1m vui v\u00e0 s\u1ef1 t\u1ef1 do. N\u0103m 2016, s\u1ea3n ph\u1ea9m c\u1ee7a Coca-Cola c\u0169ng nh\u01b0 c\u1ee7a nhi\u1ec1u h\u00e3ng kh\u00e1c b\u1ecb c\u1ea5m v\u00ec m\u1ed9t s\u1ed1 qu\u1ed1c gia \u0111ang c\u1ed1 g\u1eafng gi\u1ea3m thi\u1ec3u h\u00e0ng h\u00f3a nh\u1eadp kh\u1ea9u n\u01b0\u1edbc ngo\u00e0i.<\/p>\n

N\u1ed7 l\u1ef1c \u0111\u1ec3 k\u1ebft n\u1ed1i v\u1edbi nhi\u1ec1u kh\u00e1ch h\u00e0ng t\u1ea1i Nga h\u01a1n, nh\u00e2n d\u1ecbp cu\u1ed1i n\u0103m, Coca-Cola \u0111\u00e3 thi\u1ebft k\u1ebf m\u1ed9t t\u1ea5m thi\u1ec7p ch\u00fac m\u1eebng n\u0103m m\u1edbi, tr\u00ean \u0111\u00f3 v\u1ebd t\u1ea5m b\u1ea3n \u0111\u1ed3 c\u1ee7a Nga \u0111\u1ec3 b\u00e0y t\u1ecf t\u00ecnh c\u1ea3m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u1edbi kh\u00e1ch h\u00e0ng n\u01a1i \u0111\u00e2y.<\/p>\n

Tuy nhi\u00ean, t\u1ea5m b\u1ea3n \u0111\u1ed3 \u0111\u00e3 c\u0169 v\u00e0 b\u1ecf qua s\u1ef1 ki\u1ec7n Nga \u0111\u00e3 x\u00e1c nh\u1eadp Crimea. Khi chi\u1ebfn d\u1ecbch tung ra, ng\u01b0\u1eddi d\u00e2n Nga \u0111\u00e3 ph\u1ea3n \u1ee9ng d\u1eef d\u1ed9i v\u00e0 k\u00eau g\u1ecdi t\u1ea9y chay Coca-Cola tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i VK (tr\u01b0\u1edbc kia l\u00e0 VKontakte).<\/p>\n

\"coca-cola-boycot\"<\/p>\n

Th\u00e0nh vi\u00ean c\u1ee7a VK t\u1ea1i Nga k\u00eau g\u1ecdi t\u1ea9y chay Coca-Cola<\/em><\/p>\n

Coca-Cola \u0111\u00e3 l\u00e0m g\u00ec v\u1edbi s\u1ef1 vi\u1ec7c n\u00e0y?<\/h4>\n

V\u1edbi t\u00ecnh hu\u1ed1ng \u0111\u00f3, Coca-Cola ngay l\u1eadp t\u1ee9c c\u1eadp nh\u1eadt l\u1ea1i t\u1ea5m b\u1ea3n \u0111\u1ed3. Tuy nhi\u00ean, \u0111i\u1ec1u n\u00e0y khi\u1ebfn m\u1ecdi th\u1ee9 c\u00f2n t\u1ed3i t\u1ec7 h\u01a1n tr\u01b0\u1edbc. Crimea l\u00e0 b\u00e1n \u0111\u1ea3o thu\u1ed9c Ukraine v\u00e0 x\u00e1c nh\u1eadp v\u1edbi Nga v\u00e0o n\u0103m 2014. \u0110i\u1ec1u \u0111\u00f3 chia c\u1eaft Crimea th\u00e0nh 2 ph\u1ea7n, m\u1ed9t b\u00ean \u1ee7ng h\u1ed9 v\u00e0 m\u1ed9t b\u00ean ch\u1ed1ng \u0111\u1ed1i l\u1ea1i Nga. Nh\u00f3m ng\u01b0\u1eddi \u1ee7ng h\u1ed9 Ukraine, ch\u1ed1ng \u0111\u1ed1i Nga \u0111\u00e3 th\u1ec3 hi\u1ec7n s\u1ef1 ph\u1ea3n \u0111\u1ed1i Coca-Cola tr\u00ean Tweeter.<\/p>\n

\"coca-cola-toilet-700x645\"<\/p>\n

Coca-Cola b\u1ecb t\u1ea9y chay tr\u00ean Tweeter<\/em><\/p>\n

T\u1ea5t c\u1ea3 tai n\u1ea1n bi\u1ebfn th\u00e0nh m\u1ed9t c\u01a1n b\u00e3o d\u1eef d\u1ed9i. Nhi\u1ec1u ch\u00ednh tr\u1ecb gia ph\u1ea3i nh\u1eadp cu\u1ed9c, k\u00e8m theo \u0111\u00f3 l\u00e0 nh\u1eefng l\u00e1 th\u01b0 xin l\u1ed7i\u00a0 v\u00e0 s\u1ef1 t\u1ee9c gi\u1eadn xu\u1ea5t hi\u1ec7n kh\u1eafp n\u01a1i. L\u00fac n\u00e0y, Coca-Cola \u0111\u1ed5i l\u1ed7i cho \u0111\u1ed9i ng\u0169 Agency b\u00ean ngo\u00e0i! H\u1ecd vi\u1ebft trong l\u00e1 th\u01b0 xin l\u1ed7i: \u201cCh\u00fang t\u00f4i \u0111\u00e3 g\u1ee1 b\u1ecf b\u00e0i \u0111\u0103ng tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i ngay l\u1eadp t\u1ee9c khi ch\u00fang t\u00f4i \u00fd th\u1ee9c v\u1ec1 n\u00f3.\u201d<\/p>\n

R\u00f5 r\u00e0ng, c\u00f4ng ty c\u1ee7a M\u1ef9 n\u00e0y kh\u00f4ng h\u1ec1 quan t\u00e2m \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 ch\u00ednh tr\u1ecb th\u1ebf gi\u1edbi.<\/p>\n

V\u1eady b\u1ea1n n\u00ean l\u00e0m g\u00ec v\u1edbi s\u1ef1 vi\u1ec7c n\u00e0y?<\/h4>\n

N\u1ebfu b\u1ea1n \u0111ang l\u00e0m vi\u1ec7c t\u1ea1i m\u1ed9t \u0111\u1ea5t n\u01b0\u1edbc kh\u00e1c, ho\u1eb7c \u0111\u01a1n gi\u1ea3n l\u00e0 m\u1ed9t \u0111\u1ecba ph\u01b0\u01a1ng kh\u00e1c, b\u1ea1n c\u1ea7n t\u00ecm hi\u1ec3u v\u1ec1 n\u01a1i \u0111\u00f3 k\u1ef9 l\u01b0\u1ee1ng v\u00e0 \u0111\u1eb7c bi\u1ec7t ch\u00fa \u00fd t\u1edbi c\u00e1c v\u1ea5n \u0111\u1ec1 ch\u00ednh tr\u1ecb, phong t\u1ee5c t\u1eadp qu\u00e1n hay b\u1ea3n s\u1eafc v\u00f9ng mi\u1ec1n. B\u1eb1ng c\u00e1ch tr\u00f2 chuy\u00ean v\u1edbi ng\u01b0\u1eddi b\u1ea3n \u0111\u1ecba, h\u1ecfi l\u1eddi khuy\u00ean c\u1ee7a h\u1ecd v\u1ec1 b\u1ea5t k\u1ef3 \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o n\u00e0o \u0111\u1ecbnh \u0111\u01b0a v\u00e0o chi\u1ebfn d\u1ecbch, \u0111\u1eb7c bi\u1ec7t \u0111\u1ed1i v\u1edbi nh\u1eefng chi\u1ebfn d\u1ecbch c\u00f3 xu h\u01b0\u1edbng h\u00e0i h\u01b0\u1edbc hay ch\u00e2m bi\u1ebfm \u2013 \u0111i\u1ec1u m\u00e0 s\u1ef1 ch\u1ea5p nh\u1eadn r\u1ea5t kh\u00e1c nhau ph\u1ee5 thu\u1ed9c v\u00e0o \u0111\u1ea5t n\u01b0\u1edbc hay \u0111\u1ecba danh m\u00e0 b\u1ea1n h\u01b0\u1edbng \u0111\u1ebfn.<\/p>","protected":false},"excerpt":{"rendered":"

B\u1ea1n h\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng r\u1eb1ng \u0111\u1ebfn b\u00e2y gi\u1edd, nhi\u1ec1u doanh nghi\u1ec7p v\u1eabn ch\u01b0a nh\u1eadn ra t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c hi\u1ec3u r\u00f5 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau. Ch\u1ee7 y\u1ebfu t\u1eadp trung x\u00e1c \u0111\u1ecbnh \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau s\u1eb5n c\u00f3 tr\u00ean n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i nh\u01b0 Facebook, n\u01a1i Marketer nghi\u00ean c\u1ee9u v\u1ec1 gi\u1edbi t\u00ednh, \u0111\u1ed9 […]<\/p>","protected":false},"author":4,"featured_media":5701,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[654],"class_list":["post-5695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-case-study",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5695","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=5695"}],"version-history":[{"count":1,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5695\/revisions"}],"predecessor-version":[{"id":8793,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5695\/revisions\/8793"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/5701"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=5695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=5695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=5695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}