Pepsi and Cocacola in marketing strategy war
Transcript of Pepsi and Cocacola in marketing strategy war
WELCOME YOU TO
GROUP 9’S
PRESENTATION !
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Coke and Pepsi’s
marketing war
in Vietnam
Group 9
OUTLINE:o
utl
ine
1.How Pepsi beat Coca-ColainVietnam in 90’s ?
2.How did Coca-Cola overcome challenges?
3.What can we learn from this war?
1. HOW PEPSI BEAT COCA-COLA
IN VIETNAM IN 90’S ?
There are 3 reasons:
Reason 1: Pepsi is the pioneer
in Vietnam.
Reason 2: Disadvantages of
the late comer: Coca-Cola
Reason 3: The Pepsi Company
had a deep understanding of the locals.
1. HOW PEPSI BEAT COCA-COLA
IN VIETNAM IN 90’S ?
Reason 1: Pepsi is the pioneer in Vietnam.
•
• Pepsi set up distribution channels throughout Vietnam.
The best
brand
names
Special
offers
High quality
products &
good services
Win the
market
Reason 1: Pepsi is the pioneer in Vietnam.
Reason 1: Pepsi is the pioneer in Vietnam.
1. HOW PEPSI BEAT COCA-COLAIN VIETNAM IN 90’S ?
Reason 2: Disadvantages of the late comer: Coca-Cola
• The Coca-Cola Company penetrated Vietnam market
legally after few years.
• At the end of the 90’s, Coca-Cola and Pepsi war broke out
in Vietnam
When Pepsi penetrating
Vietnam market
When Coke penetrating
Vietnam market
Situation
Our laws for
foreign
businesses
- Small market players with
low capital investment &
poor technology
Pepsi became the first
market leader easily.
-The enemy (Pepsi) had
built up strong
distribution channels
throughout Vietnam.
-quite simple -more powerful
1. HOW PEPSI BEATCOCA-COLAIN VIETNAM IN 90’S ?
Reason 3: The PepsiCo Company hada deep understanding of the locals.
• Vietnamese prefer the sweeter taste
of Pepsi than Coke’s.
• The Pepsi Company organized an event called
“Fun day of football”
Reason 3: The PepsiCo Company had
a deep understanding of the locals.
• Slogan "Drink Pepsi to
support Vietnam National
Football team on the
international arena”.
increase its sales easier
improve customer relationships develope the company’s image .
Reason 3: The PepsiCo Company had
a deep understanding of the locals.
• Pepsi and Coca-Cola planned to attract more
customers with big prizes.
The PepsiCo Company The Coke Company
Drink Pepsi to win
a Honda motorbike
Drink Coke to win
a trip abroad
Practical, suitable Impractical, luxurious
OUTLINE:o
utl
ine
1.How Pepsi beat Coca-Cola in Vietnam in 90’s ?
2.How did Coca-Cola overcome challenges?
3.What can we learn from this war?
2. HOW DID THE COCA-COLACOMPANY
OVERCOME CHALLENGES?
The PepsiCo Company
The Coca-Cola
CompanyPurposes
There are 3 challenges
Challenge 1
- Vietnamese chose Pepsi
for its familiarity and
good service.
-strong distribution
channels throughout
Vietnam.
- Coca-Cola still
kept using retail
marketing
strategy
-market the taste to
customers
-market its products to
a large number of small
shops with special
offers
create market share.
-vendors pushing carts is one of the images familiar to Vietnamese.control Coca-Cola’s market share.
The PepsiCo
Company
The Coca-Cola
Company
Purposes
- Due to the
commitment with
Pepsi, Co.opMart
couldn’t build up
the relationship
with Coca-Cola.
-People like Coca-
cola certainly
never find its
products in Lottery,
Chicken express,
KFC, Subway’s
systems.
-Cooperation between
Coke and Co.opMart
begins on 1st January,
2013
-umbrellas, cups …went
together with its
products as promotion
gifts.
- In September, 1995:
The Coke Company
decided to form a joint
venture with Chuong
Duong Corporation
-Co.opmart is the
leading
supermarket in
Vietnam’s Market.
Attract more
customers
Improve
business image
In order to
quickly acquire
critical intellectual
property,
technology, or
resources
otherwise hard to
obtain.
Challenge 2
The PepsiCo Company
The Coca-Cola
CompanyPurposes
- Refresh business image successfully.
-Improve customers relationships, especially the young who areK-pop fans.
Learn lessons from The PepsiCo Company: have a deep understanding and a suitable practical marketing plan in Vietnam
Challenge 3
-sport
sponsorships-music festival
sponsorships
COCA COLA SOUNDFEST VIETNAM 2012
OUTLINE:o
utl
ine
1.How Pepsi beat Coca-ColainVietnam in 90’s ?
2.How did Coca-Cola overcome challenges?
3.What can we learn from this war?
3. WHAT CAN WE LEARN
FROM THIS LONG-LASTED WAR?
A deep understanding
1. Attract more customers.
2. Send out or communicate your brand or business’s
message to your target market effectively.
3. Increase sales easier in a smart marketing way.
4. Improve your customer relationships.
Strong distribution
channels
>> GAME<<
THANK YOU
FOR LISTENING!