ASSIGNMENT 3 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 23. Integrated Marketing Communication

Submission date 6th August, 2022 Date Received 1st submission 6th August, 2022

Re-submission Date Date Received 2nd submission

Student Name LE HUYNH NHU Y Student ID BSBF200009

Class PBBA16101 Assessor name Ms.TRAN THANH BICH TRA

Student declaration

I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand
that making a false declaration is a form of malpractice.

Student’s signature LE HUYNH NHU Y

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P5 M3 D3

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 Table of contents
Introduction..........................................................................................................................................................2

I. Water Run...................................................................................................................................................2

1. Target audiences.................................................................................................................................2

2. Campaign objectives...........................................................................................................................3

3. Highlight activities...............................................................................................................................3

4. Results.................................................................................................................................................4

II. The importance of this communication strategy.......................................................................................4

1. Communication strategy.....................................................................................................................4

2. Channels..............................................................................................................................................5

3. Creative content..................................................................................................................................5

III. Some suggestions......................................................................................................................................6

Conclusion.............................................................................................................................................................7

Reference..............................................................................................................................................................7

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Introduction

A marketing communication strategy is very important in helping a business plan the stage of growth,
prospecting, lead generation, revenue, and the goals the company wants to achieve. In this report, I will
review and evaluate PepsiCo's most recent targeted campaign and the most recent explosive campaign-
Water Run.

I. Water Run

1. Target audiences

The water running event "Revive Water Run 2022", is the first water running event held in Vietnam with the
sponsorship of AAA Insurance and the companion of Yeah1 TV. Organized by PepsiCo's Revive beverage
brand. Because this is a campaign organized in the largest form of advocacy after 2 years, all activities have

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 been submerged due to the Covid-19 pandemic. So the selection of events in this campaign
shows many changes and explosions.

2. Campaign objectives

Revive drinking water is currently the most popular and consumed product on the market, especially for
people who exercise a lot. And with the popularity and long-term operation of the PepsiCo brand in the
market, it is easy to reach customers about campaign promotion. The campaign will take place in Da Nang
City on April 23 and Ho Chi Minh City on May 28, 2022 (this summer). This campaign was launched to bring
an explosive, fun summer after a long time all fun activities were affected by Covid-19. The Revive
representative said, the goal of the brand is to improve health and develop a healthy lifestyle for the
community. "We do not focus on professional running races but aim to create new playgrounds, not
promote achievements to encourage sports for fun," a Revive representative shared. It can both create an
interesting playing field, and bring Revive deeper into the beverage market, as well as strengthen its leading
position on the track with competitors, creating a strong position in the hearts of customers.

3. Highlight activities

This is the first water running track in Vietnam, outstanding activities include speeding, conquering
challenges, great water gun battle, cool stage.

Event times include:

- Water run & Water obstacles: Runners together complete the run and overcome water challenges such as
giant floats, ice cold pools, speed balls, water dinosaurs. Time starts from 14:00 to 16:45. Divide into 5 time
frames to carry out small activities such as 14 hours to start checking in, receiving gifts from brands like
Revive, AAA. 15:30 will start for the 10km block and 16:30 for the 5km route.

- Water stage: after completing the race, runners will enjoy a very hot music party with a group of hot artists
who are extremely loved by young people such as Phuong Ly, Da Lab, Obito, 16Typh, ....

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4. Results

This event attracted the participation of more than 8,500 athletes in both Ho Chi Minh City (April 23) and Da
Nang (May 28). The race brings a new theme for sports lovers by bringing the element of "water"
throughout the track. This approach has helped the tournament attract more than 8,000 participants. Not
only professional runners, the tournament also has a large group of young people, students, students and
families participating in the experience. Revive Water Run emphasizes entertainment, encourages
movement, experiences, and helps athletes have more memorable moments with teammates. At this event,
Revive also sponsored more than 8,000 bottles of electrolyte water to help athletes rehydrate and ensure
energy when participating in outdoor events in the summer.

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 II. The importance of this communication strategy.

1. Communication strategy

As mentioned above, the event takes place with main activities including speeding up, conquering
challenges, great water guns, and cool stages. Before that, people who want to participate must register and
buy tickets through the website, email, or contact the organizers. For the distance of 5km will cost 359,000
VND and 10km will cost 459,000 VND. The more tickets you buy, the lower the cost will be. Runner will
receive a water gun and T-shirt when registering and buying tickets, after completing the race and finishing
with outstanding achievements will receive a BIB medal.

The activities that took place during the event spoke to the company's communication goals, or rather, the
goals of the campaign. The first is "towards creating new playgrounds" with the goal of improving health and
developing a healthy lifestyle for the community. This not only provides a playground for everyone, but also
brings a positive image from the message that Revive brings. This message brings more image, brand,
customer trust to the company.

In addition to the goals and positive images that brands and companies bring to customers, there are still
some unrealized points. The cost to participate is quite high compared to other events, but because this is
the first country event in Vietnam. Tickets purchased are non-exchangeable or non-refundable. Next is the
age regulation, children under 8 years old are not allowed to participate, from 8 to 15 years old must have
an adult sign a disclaimer before participating and over 16 years old can buy tickets. Because this is a race
where most people are often active and during the event, there are strong activities that are prone to
collisions, there is an age regulation. For the rest, no more minus points appear.

2. Channels

To promote the event of this campaign, Revive uses multiple communication channels to do so. Here are the
channels used to promote the campaign:

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 3. Creative content

(Source: Revive).

In this campaign, Revive organized an outdoor event from noon to night with water activities, as mentioned,
this is the first event in Vietnam. Different from previous events of the brand or competitors in the market.
Although new, it has received the response of a large number of participants. Although the games and
running routes are long and tiring, Revive has arranged many "rehydration" stations along the way to ensure
optimal runner performance. The games will be divided into teams to easily operate and have the spirit of
helping each other, winning with teammates. This brings people closer together, helping runners have an
unforgettable experience with friends. After a session of exercise, runner will lose strength by dancing with
the guest artists who are famous singers and rappers. This event is extremely suitable for young people in an
active summer, with people who love to exercise and love challenging playgrounds. And this is also the
target customer that the brand is targeting because it is suitable for the product. For the goal of improving
health and developing a healthy lifestyle for the community, the content as well as the activities carried out
fully and accurately convey what the brand wants. And through the goal of this campaign, through these
positive images, the brand brings itself to the target customers, potential customers and brings a better
reputation to PepsiCo. Creating a playground for everyone, developing a healthy lifestyle, and bringing a
large number of customers and trust in the market to the brand.

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 III. Some suggestions.

Although this is an event that attracts more than 8,500 participants, in order to reach a larger number,
making the event more explosive, there can be a few things to improve efficiency. The first is about the cost
of tickets, it is necessary to push the cost down further, which can range from 100,000 VND to 200,000 VND.
The cost like this will be more reasonable than the market in Vietnam because a large number of participants
are over 16 years old, especially the group of students and newcomers, the group of young people, and the
cost they want to spend paying for the fun would be reasonable. The second is to have protective gear or
have more games for ages 8 to 15. Because this is still a minor, even though there is a guardian and signed
an exemption agreement responsible but still should have protective gear for adult games. There may be
collisions in activities, jostling and pushing, so be more careful. Finally, the expansion of channels for
promotion, it is necessary to expand more such as advertising on Tiktok - a social network with a large
number of users, banners, billboards, ... Because it is necessary to expand the advertising The new campaign
has a larger number of participants, promoting a larger scale of the campaign.

Since this is the first Water Run event in Vietnam, there may be shortcomings and small errors. I hope the
following events and campaigns of PepsiCo will be implemented in the best way, bringing many benefits to
businesses.

Conclusion

This report introduces and reviews Revive's Water Run campaign from PepsiCo. Besides the highlights and
strengths from the campaign, there are limitations that need to be further explored and overcome. From
this event, we can also see the goal of bringing a playground and developing a healthy lifestyle for young
people, thereby building a good image for the brand. And I hope there will be more healthy and happy
events for everyone.

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 Reference

Bách khoa toàn thư về "nước tốt cho sức khỏe." 2022. [ĐÁNH GIÁ] Nước Revive có tốt không?. [online]
Available at: <https://healthywater.com.vn/nuoc-revive-co-tot-cho-nguoi-tap-the-thao.html> [Accessed 1
August 2022].

Youtube.com. 2022. [online] Available at: <https://www.youtube.com/watch?v=b7mb_JHGeLQ> [Accessed 1

August 2022].

Facebook.com. 2022. Redirecting.... [online] Available at: <https://www.facebook.com/Revive.Vietnam>

[Accessed 1 August 2022].

Irace. 2022. [online] Available at: <https://irace.vn/races/revive-water-run-da-nang> [Accessed 1 August

2022].

Revive Water Run. 2022. Trang chủ - Revive Water Run. [online] Available at: <https://revivewaterrun.com/>
[Accessed 1 August 2022].

Phạm, L., 2022. Thú vị Revive Water Run - đường chạy nước ĐẦU TIÊN ở Việt Nam. [online] Góc Của Liên.
Available at: <https://goccualien.com/revive-water-run-2022.html> [Accessed 1 August 2022].

vnexpress.net. 2022. 8.000 chân chạy tham gia Revive Water Run 2022. [online] Available at:
<https://vnexpress.net/8-000-chan-chay-tham-gia-revive-water-run-2022-4473178.html> [Accessed 1
August 2022].

Cổng thông tin du lịch thành phố Đà Nẵng. 2022. Sự kiện đường chạy nước "Revive Water Run 2022" - Cổng
thông tin du lịch thành phố Đà Nẵng. [online] Available at: <https://danangfantasticity.com/event/su-kien-
duong-chay-nuoc-revive-water-run-2022> [Accessed 1 August 2022].

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