Coca-Cola has recently implemented the global Happiness Factory Marketing campaign in Vietnam. On this occasion, the Country Commercial Ditrector of Coca-Cola Beverages Vietnam , Paul Poppelier, spoke to the media about Coca-Cola’s activities in Vietnam.

1. Could you tell us about Coca-Cola’s activities in Vietnam?

The Coca-Cola Co. has invested over US$160 million in Vietnam since its return in 1994 and its franchise in Vietnam has bottling plants in Ha Tay, Da Nang and HCMC. Coca-Cola brings to Vietnamese consumers famous beverage brands like Coca-Cola, Sprite, Fanta, Thums Up, Diet Coke, Schweppes; as well as new products including Minute Maid Splash, drinking water Joy and energy drink Samurai. After 15 years of establishing itself in Vietnam, Coca-Cola has become the most favourite drink here and succeeded in gaining local customersf – confidence.

2. How did Coca-Cola run its business in 2008 to survive the economic downturn?

We were able to achieved a double-digit growth. We are pleased with our business achievements gained last year. The key ingredient is our People. We invest in people: recruit talent, build the frontline capability and our capacity to service the customer and ultimatately provide the cosnsumer with good refreshment . During the second half, of 2008, we employed 248 additional full time employees in frontline sales positions in HCMC operation. Strengthening our people capability by organizing training and improving motivation through structured engagement activities including through the profit share program where all employees are rewarded for their contribution to the business. In additional, we have the valuable support from customers and partners. All of that made 2008 our winning year.

3. What is Happiness Factory campaign?

Happiness Factory is a worldwide marketing campaign implemented by Coca-Cola in almost all of its markets. Among Coca-Cola’s projects launched since 2006, Happiness Factory is the strongest execution and the most successful one.

Happiness Factory’s special version for Vietnam market was unveiled simultaneously on five major television channels, including VTV1, VTV3, HTV7, HTV9, and Vinh Long Radio. As Coca-Cola’s major project in 2009, Happiness Factory campaign is launched with an ever-largest investment in terms of total expenditure, operation scale, and creativity.

4. For what you just said and with the impressive launch of the Happiness Factory campaign … Can we say the Coca-Cola Vietnam increase the marketing investment in 2009?

There is no doubt the increased expenditure and focus of the Coca – Cola system on it marketing campaigns has yielded better results. And we continue to increase expenditures in marketing in support of existing and new products in 2009.

In 2009, the company will continue to employ an additional 148 staff in sales roles in the Hanoi operation to further increase customer service in the market place. Further employment opportunities will be created in other areas of the company especially manufacturing as the company adds new production lines and increases it investment in manufacturing capability

5. What is the target of Coca-Cola Vietnam in 2009?

In 2009, Coca-Cola Vietnam is going to continue to invest in people , machinery and new products to provide refreshment to the Vietnamese consumer . The power of our system is that it provides employment opportunity not just to employees in our own company workforce but also to people employed in distributors and outlets who are engaged in selling our products .As opposed to many companies, who are looking at downsizing and reducing presence in the market , we see opportunities to gear up and be ready to drive our business success as the markets begin to turn and grow in a positive way in Vietnam. Our commitment to the community in Vietnam through specific CSR Programs is also another avenue we will continue to support.

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