Has “Share a Coke” campaign succeeded in Vietnam?

VIETNAM – Within 4 weeks since  Coca-Cola has first launched “Share a Coke” campaign in Vietnam; Vietnamese people enjoyed having their names on the packs or bottles of Coca-Cola. A wave of possession personal names on Coca Cola’s products spread all over the country and presented widely on Facebook – the most popular social sites there.

 However, this marketing campaign has been getting opposite opinions from the Vietnamese people. Some of them indicated that Coca-Cola had a creative marketing campaign, which personalized consumers and involved them in its business process as well as inspired them with their tailored products. In addition, some others confirmed that this campaign urged them to purchase Coca-Cola just because of their names put on its products.

“I am excited with the Share a Coke campaign of Coca Cola. I am jubilant to own a Coca Cola can with my name put on. I think Coca-Cola has a very creative idea. I like it,” said Mai, a student of Hanoi University.

“I have never used Coca Cola since I have read many articles explained about the harmful effects of drinking Coca Cola or Pepsi. However, I cannot stop purchasing a can with my name, exiting there,” said Huong, a student of Hanoi Medical University.

However, there are negative feedbacks for this campaign since Coca-Cola has gotten a doubt of evading taxation in Vietnam. Most of the people involved in the interview have said that it has been ashamed for Coca-Cola because of its dodging the taxman since this is a big company. Based on an application allowed creating text on the images of packs and bottles of Coca-Cola, the text with the meaning of asking Coca-Cola to pay tax was created and posted on the fan pages of Coca-Cola. In addition, some people censured Coca Cola’s abuse of individuals to do marketing. They have claimed that it is not fair for them to do marketing for Coca-Cola – a tax dodger.

“How do you think if your name put on the Coca – Cola can be thrown away into the dustbin? I do not want to see that. It is crazy if I help Coca-Cola to do marketing,” said Thanh, an IT staff.

Although there is not official information to confirm whether Coca-Cola has evaded taxable or not, it is still facing public relationship problems in Vietnam. Thus, there are some lessons for foreign companies based on the case of Coca – Cola and the features of Vietnamese culture.

First, Vietnamese people respect feeling due to its cultural features, so once the corporation does the right things such as commitment of social values, law and corporate responsibility, it will get the consumers’ love and empathy. As the result of that fact, the company will succeed.  Moreover, since social sites such as Facebook, LinkedIn, Twitter, and Google Plus are developing in Vietnam, it is easy for customers to share their reviews on products that may impact significantly to the customer’s behaviors. Coca – Cola marketing campaign has settled down dramatically because of rapid shares of customers’ reviews on Facebook.

 Second, it is always important for an international company to localize their marketing campaigns in order to ensure that they are suitable for the local. A thorough understanding about the local culture, as well as the corporate responsibility and commitments, are keys for business success.  “Share a Coke” campaign reaps much success from other countries, but it does not succeed as its expectation in Vietnamese market.

In another hand, it is useful for Coca-Cola to experience the responses of Share a Coke campaign in Vietnam since its problems may become the motivation for its creativity and a good chance for this company to have a better localization plan for the long-term business.   

Posted on The Epoch Times in July 18th, 2014

http://www.theepochtimes.com/n3/blog/has-share-a-coke-campaign-succeeded-in-vietnam/

Business ethics - the key for your success!

When you are doing business, you always care about profit as one of your goals. It is correct! However, the profit is not the end of your path. It should be the start of your journey for the greater values that you can turn into your contribution to our lives, and support others. The question is, how can you succeed in doing business to get both profit and sustainable development with a well-known brand name? The answers are many keys - from an excellent business plan and business strategy to implementation with great leadership. In this post, I just want to mention to business ethics in the implementation as the key to your success. What does the term of business ethics mean? There are many definitions. However, in my point of view, business ethics relate to the way you act to keep customer's trust, the way you treat customers as your friends, and the way you advise customers to get the best options and benefits for them.

Customers' trust: This point plays an important role and becomes the start for further customers' transactions. If the customers are not clear about your business legal information and performances, they will not trust you. Thus, you should make sure that you provide sufficient information to your customers and support them to clarify unclear points. The customers also trust you if you show the consistency in every performance, the precise procedures, and your responsibility in every action.

Customers are your friends: This point implies that you should care about your customers as your friends, so you should aim to satisfy your friends by your services rather than only sell your services by marketing activities to achieve only your goals. Moreover, when the customers are treated as your friends, they tend to become your frequent customers and refer you to others.

Advises for your customers: You have insights of your services, so you are the best advisers for your customers to get the best options based on their wants and needs. If the customers see the great benefits that they may get from your services, they do not mind paying for your services.

Your customers are your business assets, so it is no doubt that you should care about them and involve them in your business performances as reviewers, contributors and partners, as well. Once you keep your business ethics in working with your customers, you will succeed!!!

Posted on LinkedIn in June 19th, 2014

https://www.linkedin.com/today/post/article/20140619060430-159856846-business-ethics-the-key-for-your-success?trk=mp-reader-card

Many benefits for a company if its employees work from home

People may think that only freelancers work from home. However, in my point of view, working from home benefits for all companies' employees if they can set up a good management system to manage their employees.

First, the company can grab many excellent employees across the world if they offer working from home opportunities. Talents are in every corner of the world so it is easy for a company to get them by excellent human resource campaigns from job posting, interview process, background checks to the offer. Since qualified human resource is a valuable asset, the company can spread its strengths and competitive advantages by talents across the world. They will not limit their human resources by dealing with local human resources only and even save cost because of different GDP per capita in different countries. Excellent employees from Asia countries may charge less than European countries regarding the similar qualifications.

Second, working from home is the best way for employees to balance work and lives, so they will have strong motivation to maintain working condition by their contribution to the company. In order to do that, the companies should give them clear outcomes, communication methods and deadlines, and the employees can work by their ways as long as they achieve their goals, meet the outcomes and deadlines. They can enjoy their moments with kids, take care of them and still complete their work. Once the employees enjoy both working and lives, they can create, innovate and significantly contribute to the team's success because they understand that they will be rewarded back by the excellent working condition which they can enjoy life the most.

Third, working from home will make the companies save other resources such as rental office cost, stationery, etc. And since resources are limited, this is a very important point for generating profits. In addition, the company still budgets for this cost if they have full time employees at the office and use a part of them to reward the best employees or for other profitable purposes.

The mentioned benefits may be clear, but how can we deal with problems raised by working from home. There are many notes to consider:

First, utilizing advanced technology to manage team members with project management platforms like Asana; Trello; Mavenlink, etc. These platforms are strong to create tasks, set deadlines, log performances and communicate directly with comments on each task.

Second, requiring regular communication via Skype, Gtalk, Webinar to have further discussion and guidelines.

Third, dealing with diversification issues with strong project management system and business culture. The clear norms, policies and requirements make employees motivate working and clarify their paths in the organization.

Fourth, dealing with legal issues such as salary, tax, benefits for employees according to local law.

Fifth, considering to balance offline employees and online employees to meet the business goals and objectives. No way is the best way.

In sum, working from home is increasing due to the internet's strengths and advanced technology. However, make sure that your business is ready to hire online employees before your implementation!

Posted on LinkedIn in June 17, 2014

https://www.linkedin.com/today/post/article/20140617085909-159856846-many-benefits-for-a-company-if-its-employees-work-from-home?trk=prof-post