Marketing is not just found in textbooks; it comes alive in every product, campaign, and the ways businesses connect with their customers. Through the workshop “Applying the 4Ps Strategy in Business Practice,” NIIE students had the opportunity to explore the power of the Marketing Mix 4Ps using an iconic case study – Coca-Cola.
The session was led by Mr. Eric Nguyen, Vice President of EDN Inc. (USA), a marketing and business expert with 31 years of professional experience. With a dynamic, approachable, and practice-oriented teaching style, he helped students not only listen and understand but also observe and experience how the 4Ps operate in real business contexts.
Mr. Eric Nguyen, MBA – Vice President of EDN, Inc. (USA), with 31 years of experience in marketing and business development.The highlight of the workshop was the deep dive into Coca-Cola’s 4Ps – a global icon of successful marketing:
- Product: More than just a soft drink, Coca-Cola has become a “cultural experience” with diverse offerings such as Coca-Cola Zero and Tet-themed packaging infused with Vietnamese traditions.
- Price: A flexible pricing strategy that both captures market psychology and sustains competitive advantage.
- Place: Ubiquitous distribution—from supermarkets and convenience stores to vending machines—ensuring that Coca-Cola is always within reach.
- Promotion: Emotionally-driven campaigns, especially during Tet, making Coca-Cola a part of cherished family memories.
Beyond theoretical concepts, Mr. Eric emphasized, “The 4Ps are not merely a marketing formula; they serve as the foundation for strategically building your personal brand and launching a business. Don’t study to memorize—study to take action!”
This workshop provided students with more than knowledge—it encouraged immediate application of what they learned, from developing startup initiatives to cultivating personal branding and preparing for their professional futures
By the end of the session, the key insight extended beyond Coca-Cola’s case: a great product is not simply produced—it exists in the minds and hearts of consumers. The 4Ps provide the essential framework to reach and resonate with them.
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NTT INSTITUTE OF INTERNATIONAL EDUCATION – NGUYEN TAT THANH UNIVERSITY
GLOBAL LEARNING – GLOBAL SUCCESS
Address: 458/3F Nguyen Huu Tho, Tan Hung Ward, District 7, Ho Chi Minh City
Hotline: 0934 116 244 / 0938 116 244
Email: niie@ntt.edu.vn
