VanLuong.blogspot.com Pepsi

7/31/2019 VanLuong.blogspot.com Pepsi

1/22

Marketing Quc T Th.s Quch Th Bu Chu

TRNG I HC KINH T THNH PH H CH MINH

KHOA MARKETING

------------------- -------------------

BI TIU LUN MN HC MARKETING QUC T

TI : PHN TCH KINH NGHIM

KINH DOANH QUC T CA TPON A QUC GIA PEPSI

LP : MARKETING HCK16

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LI M UTrong th k 21, giao thng quc t tr thnh mt b phn khng th thiu ca

nn kinh t th gii. Th gii ang tr nn phng hn mt th k trc , nh

cng m ra nhiu c hi v c thch thc cho cc quc gia mong mun hi nhp.

Trc tnh hnh , s ra i ca cc tp on a quc gia phn no rt to ra

nhiu c hi cho cc nc ang pht trin tin ln mt nn sn xut cao hn, a

t nc snh ngang cng cc cng quc. Pepsi l mt trong s . Ra i cch

y hn 1 th k, Pepsi t lu tr thnh th nc ung quen thuc vi mi

ngi trn ton th gii, v ang tng bc khng nh chnh mnh bng cch

vn xa hn, m rng phm vi hot ng trn ton th gii. Nm bt c nhng

c hi, tp on ny thc s khng nh c chnh mnh trn sn chi kinh tton cu. Tuy nhin, khng mt vn g cng hon ho tuyt i. Tp on Pepsi

cng khng ngoi l, bn cnh nhng thnh cng cng c nhng tht bi trong qu

trnh hot ng kinh doanh trn ton cu. V ng thi cng l nhng bi hc kinh

nghim kinh in cho s pht trin vn xa hn ca cng ty trong tng lai.

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MC LC

Li m u.......................................................................................................2

1. Gii thiu chung v cng ty.......................................................................4

1.1 Lch s hnh thnh..........................................................................................4

1.2 Lch s pht trin............................................................................................5

2. Lnh vc hot ng ca cng ty.....................................................................9

2.1 Phn khc nc gii kht...............................................................................9

2.2 Nhm kinh doanh nh hng...........................................................................102.3 Phn khc thc phm nh..............................................................................11

3. Hot ng ca cng ty.................................................................................13

3.1 Trit l kinh doanh...............................................................................13

3.2 Slogan qua tng thi k.......................................................................13

4. Thnh cng...................................................................................................15

4.1 Trng hp 1........................................................................................15

4.2 Trng hp 2........................................................................................18

5. Tht bi........................................................................................................19

5.1 Trng hp 1........................................................................................19

5.2 Trng hp 2........................................................................................20

Tng kt............................................................................................................22

1 - GII THIU CHUNG V CNG TY PEPSI

1.1. Lch S Hnh Thnh

Pepsi c thnh lp vo nm 1898 bi Caleb Bradham, mt New Bern, BcCarolina, dc s, ngi u tin xy dng Pepsi-Cola.

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Ngy nay, thng hiu Pepsi l mt phn ca mt danh mc u t ca cc thnghiu nc gii kht c ga nc gii kht, nc tri cy v ung nc tri cy, snsng ung tr v c ph, ung th thao ng trng, nc ng chai v ncnng cao. PepsiCo M ung (PAB) cng c bit n thng hiu nhMountain Dew, Diet Pepsi, Gatorade, Tropicana C bn ph, Aquafina nc, Sierra

Mist, Mug, ung nc tri cy Tropicana, Propel, SoBe, Slice, Dole, TropicanaTwister v Tropicana Ma ca Best .Nm 1992, PAB hnh thnh mt quan h i tc vi Cng ty Thomas J. Lipton bnsn sng ung thng hiu tr ti Hoa K. Pepsi-Cola cng th trngFrappuccino sn sng ung c ph thng qua mt quan h i tc viStarbucks.Tropicana c thnh lp vo nm 1947 bi Anthony Rossi nh mt doanh nghipFlorida ng gi tri cy. Nm 1954, Rossi i tin phong trong mt qu trnhthanh trng nc cam. i vi ln u tin, ngi tiu dng c th thng thchng v ngt tinh khit khng t tp trung 100% Florida nc cam trong mt gisn sng phc v. Nc tri cy, Tropicana Pure Premium, tr thnh sn phmch lc ca cng ty. PepsiCo mua li Tropicana, bao gm c cc doanh nghipnc Dole, trong thng 8 nm 1998.SoBe tr thnh mt phn ca PAB nm 2001. SoBe sn xut v th trng mtdng sng to ca ung bao gm hn hp tri cy, thc ung nng lng, datrn ung t sa, tr k l v ung khc vi cc thnh phn tho dc.Thc ung ung th thao Gatorade kht, c mua li bi Cng ty QuakerOats vo nm 1983 v tr thnh mt phn ca PepsiCo vi sp nhp vo nm2001. Gatorade l u tin ca th gii ung th thao ng trng c h tr

bi 40 nm ca khoa hc. To ra trong nm 1965 bi cc nh nghin cu ti ihc Florida cho i bng ca trng, Gators Cc ", Gatorade by gi l ca thgii ung th thao hng u.

1898 Caleb Bradham mua quyn sng ch cho thng hiu PepCola v t tn lil PepsiCola.1902 Thng hiu PepsiCola c ng k.1934 Doanh s ca PepsiCola tng vt ti M.1941 Thm nhp chu u.

1947 M rng sang Phillipines v Trung ng.1964 Diet Pepsi nc ngt dnh cho ngi n king u tin trn th trng.1998 PepsiCo hon tt vic mua li Tropicana vi tr gi $ 3.3 tHin nay PepsiCo l :Cng ty nc gii kht v thc phm hng u th giiCng ty hot ng trn gn 200 quc gia vi hn 185,000 nhn vin trn ton cuCng ty c doanh s hng nm 39 t laCng ty nc gii kht v thc phm pht trin nhanh nht th gii

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Cng ty bao gm PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages(PAB) v PepsiCo International (PI).

1. 2. Lch s pht trin

Nm 1886, Bradham khng th hiu c mc thnh cng ca Pepsi trong

tng lai khi m ng pha ch ra mt loi nc ung d tiu lm t nc cacbonat,ng, vani v mt cht du n. N c bn trong khu vc di tn Nc ungca Brad nhng nm 1893 Bradham i sang mt ci tn mi Pepsi-Cola, nghekho khon, mnh m hn v chun b a ra bn mt cch rng ri hn.

Pepsi lm n pht t qua hai thp k tip theo. Nm 1938, Walter Mack cchn tr thnh ch tch mi ca Pepsi-Cola v khng lu sau , ng a ra qungco mi cho chai Pepsi 12-ounce vi bi ht c nhiu vn iu Nickel, Nickel.Bi ht ny nhanh chng tr nn ph bin v c thu m vi 55 ngn ng khcnhau.

Sau th chin th 2 v ti nhng nm 50, Alfred Steele chu trch nhim vicm rng tng giai on trong vic pht trin kinh doanh. Vi s bin i ca kinht trong lnh vc ung c gas, Pepsi thng qua chnh sch gi chun v chinlc tr thnh thng hiu ton cu. Hn 30 nm tip theo, Th h Pepsi vn lkim ch nam trong tt c cc qung co ph bin ca Pepsi. Nm 1964, Pepsi cncho ra thm sn phm Diet Pepsi.

T nhng nm 60 n 70, Pepsi bt u c nhng thnh cng vt bc, gimkhong cch vi cc i th cnh tranh ln. Vo gia nhng nm 70, PepsiChallenge ra i. Ti nm 1976, Pepsi-Cola tr thnh thng hiu duy nht v

nc gii kht c gas t doanh thu cao nht cc siu th M v ti nhng nmu tin ca thp nin 80, Pepsi l thng hiu nc gii kht hng u c nhiungi mua v nh ung nht.

Nm 1998, Pepsi k nim 100 nm v a ra logo mi cho thin nin k mi hnh cu vi 3 mu xanh, trng, trn nn mu xanh lnh, im thng nht cathit k biu tng Pepsi trn ton th gii.

a) Th trng:

Ngy nay, Pepsi ang tr nn ph bin hn bao gi ht. Theo kho st th ctrong 4 sn phm nc ung c gas c bn trn th gii th c mt sn phm caPepsi, tng cng l mt ngy Pepsi bn c hn 200 triu sn phm v con s nycn tip tc tng.

Tnh trn ton th gii th khch hng chi khong 32 t la cho cc mt hngnc gii kht ca Pepsi-Cola. Hng nm, mt ngi tiu dng M ung khong55 ga-lng nc c gas, iu khin cho M tr thnh quc gia c lng tiu thnc gii kht ln nht th gii.

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Chu u th con s ny khim tn hn, khong gn 12 ga-lng nc c gasnhng lng tiu th ang tng ln mt cch u n - nc ung c gas ang dndn tr thnh mt phn quan trng trong lnh vc nc gii kht y.

b) Thnh tch t c:

Cng ty Pepsi-Cola vi tr s chnh Purchase, New York, l mt phn ca Tpon nc gii kht ton cu Pepsi Co, Inc.. Nm 2004, Pepsi Co t doanh thuhn 200 t la M v tr thnh nh cung cp hng u v doanh s bn hng vli rng cho cc nh bn l nc M.

T nhng khi ngun ht sc bnh thng, Pepsi sng st sau hai ln ph snv tr thnh cng ty nc gii kht ln th 2 trn th gii. Ngy nay, biu tngton cu ca Pepsi l mt trong nhng logo c bit ti nhiu nht trn ton thgii. Cc loi nc gii kht ca Pepsi-Cola c th c tm thy khp ni hn195 quc gia trn th gii.

c) Sn phm:V tr Cng ty nc gii kht ton din ca Pepsi l mt l do ln nht dn tithnh cng trn ton cu. M, Cng ty Pepsi-Cola c rt nhiu cc thng hiusn phm nh Pepsi, Diet Pepsi, Pepsi ONE, Mountain Dew, Wild Cherry Pepsi,Aquafina Cng ty cn sn xut v bn cc loi tr v c ph ung lin qua cclin doanh vi Lipton v Starbucks. Cc sn phm chnh ca Pepsi c bn trong

phm vi ton cu cn c c Pepsi Max, Mirinda v 7-Up.

d) Khuyn th:

Vic ng dng cc cng ngh mi trong qung co v khuyn th l du hiu

phn bit ca Cng ty Pepsi-Cola. Trn thc t, Cng ty c nhn nhn l cng tyng u v lnh vc qung co, tip th, bn hng v cc chng trnh khuyn th.Vi chin dch qung co Joy of Pepsi- Si ng vi Pepsi th hin c shi hc, nhn bn v m nhc ca Pepsi.

1.3. B my t

chc

1.3.1 Phng Nhn S

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Ti PepsiCo , b phn Nhn s c chc nng h tr & pht trin ti sn quan trngnht ca chng ti - i ng nhn vin - bng vic thit lp cc chnh sch v hthng nhn s, to in kin cho nhn vin pht huy ti a kh nng trong cngvic . Vai tr & trch nhim ca phng Nhn s l a ra v thc hin cc chin

lc pht trin con ngi ph hp vi chin lc kinh doanh t c mc tiuca t chc.

Mc tiu ct li ca Nhn s l to dng c s bn vng v: T chc, Nhn tiv Vn ho. Quy trnh qun tr nhn lc ca chng ti bt u vi cng tc Xydng c cu t chc bao gmThit k & Pht trin c cu t chc, Tuyn dng vTuyn chn, iu phi nhn lc ni b, Hiu sut lm vic, Qung b c hi nghnghip v Xy dng hnh nh Nh tuyn dng. Tip l cng tc xy dng nnglc T chc, trong gm c o to v pht trin, Qun l Quy trnh nh gi

thnh tch nhn vin, cc chng trnh pht trin ti nng, cc chng trnh xydng vn ha PepsiCo. Cui cng l xy dng h thng i ng bao gm Tinlng v Phc li, Xy dng v Pht trin cc Chnh sch v Th tc Nhn s,Gii php v Tun th chnh sch/lut Nhn s, Lp k hoch v Kim sot chi phnhn lc, v Xy dng mi quan h vi Cng on.

1.3.2. Phng Ti Chnh

Vai tr ca b phn Ti chnh l m bo tnh minh bch v lin tc ca chu k

tin mt bo v hot ng u t ca PepsiCo v m bo hot ng kinh doanhto ra li nhun t hot ng u t. B phn Ti chnh gi vai tr quyt nh ivi tnh hnh ti chnh ca cng ty, m bo dng tin bn vng cho hot ng snxut hng ngy cng nh gim st cc chin lc u t tng trng trong tnglai.

Ban Ti chnh c 3 trch nhim chnh: m bo d liu minh bch, to ra li thcnh tranh v h tr vic ra quyt nh. Ba trch nhim y c thc hin bi hai

b phn chc nng, Kim sot ti chnh v K hoch ti chnh, cng vi s h tr

v mt h thng, quy trnh v cng c t b phn Cng ngh Thng tin.

1.3.3. Phng Marketing

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Nhn vin Marketing ng mt vai tr quan trng trong hot ng kinh doanhthnh cng. Vai tr chnh ca Marketing xoay quanh vic tm hiu v p ng nhucu ca ngi tiu dng.

Vic pht trin th phn v doanh s bn hng cng l mt nhim v y th thch

ca b phn ny trong mt mi trng cnh tranh nh hin nay.

Trch nhim ca phng Marketing l xy dng v thc hin nhng d n mangtnh t ph xy dng gi tr thng hiu v nhn bit thng hiu ca ngitiu dng. Chuyn vin Marketing s to ra tm nhn hp dn v th v cho ccthng hiu ca chng ti v vic hoch nh da trn cc hot ng marketingtng hp bao gm truyn thng tip th thng hiu, i mi v ti i mi cngnh ngh cc knh thng tin c th. H cng l nhng ngi m bo thc hinmt cch tri chy k hoch nhm mc tiu tng th phn v doanh s.

1.3.4. Phng Kinh doanh

Vai tr chnh ca B phn Kinh doanh l cung cp kp thi nhng sn phm cachng ti cho khch hng, t t c tng trng doanh s bn vng

Chuyn vin kinh doanh ca chng ti c trch nhim qun l cc mi quan h cacng ty vi cc nh phn phi, bn l v bn s, lm vic theo k hoch di hn vgii quyt nhng c hi v thch thc hng ngy.

1.3.5. Phng Operations

Vai tr ca b phn iu hnh sn xut l m bo sn phm c lm ra vi chtlng t yu cu nhm p ng nhu cu a dng ca ngi tiu dng

Qu trnh ny bt u t lc tm kim ngun nguyn liu th cho ti khi cung cpcc thnh phm cui cng. Trong qu trnh ny, chng ti m bo cht lng vduy tr tnh bn vng ca cc sn phm song song vi vic phi hp vi i ng

bn hng iu phi hu cn

1.3.6 B my t chc : PepsiCo l mt cng ty y mnh m, c nhn tinng bt u vi s lnh o ca cng ty. Nhn bit nhng ngi truyn cm hnggip dn PepsiCo trn ca n 'Hiu sut vi Mc ch ca cuc hnh trnh.

2. LNH VC HOT NG

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Tp on PepsiCo hot ng kinh doanh trong ba phn khc hng tiu dng chnh:* Nc gii kht (Pepsi-Cola)* Chui nh hng (Taco Bell, g rn hiu KFC, v Pizza Hut)* n nh (snack food nh Frito-Lay)

t c li th cnh tranh trong tng phn khc, tp on Pepsi xy dng 3bc tranh chin lc sau:* Thng hiu chnh gi v tr ng u, pht trin th trng* H thng hot ng hiu qu* M rng cc dng tin vi ri ro thp, tin u t ln trong mi phn khc2.1 Phn khc Nc gii kht

Phn khc nc gii kht l phn khc lu i v rng nhttrong danh mc ca PepsiCo. Cng ty nc gii kht Pepsi-Cola sn xut v bn ra th trng cc loi nc gii kht,

bao gm: Pepsi-Cola, Mountain Dew, v Slice. Cng tyPepsi-Cola l cng ty nc gii kht ln th hai trn th giich sau Coca-Cola.Cc sn phm dn nhn ca Pepsi-Cola l: Pepsi, Pepsi dnhcho ngi n king (Diet Pepsi), Mountain Dew, 7UP.Pepsi thit lp vic bn hng, v thit lp mt chun mccm xc khch hng trong ngnh cng nghip nc gii kht qua vic qung co,

phn phi, marketing m rng hot ngChin lc:Pepsi s dng 4 chin lc quan trng tng doanh s bn hng.* Mt trong nhng chng trnh qung co ni ting nht l chin dch Pepsi mt th h mi* Chin lc th 2 l chin lc tp trung mnh vo sn phm Pepsi dnh chongi n king vi tn gi Diet Pepsi, v tp trung m rng th trng nc gii

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kht dnh cho ngi n king.* M rng th trng cho sn phm Mountain Dew, nhn hiu nc gii kht lnth 7 M. Trong 2 thp k, Pepsi ch trng n vic pht trin mi v v hnhnh cho sn phm.

* Chin lc th 4 l m rng vic bn hng thng qua vic pht trin cc snphm mi v cc dch v chm sc nhm khch hng khc nhau. Cc sn phmmi k n nh l Diet Pepsi, Diet Mountain Dew, H2oh!, Pepsi-AM v MountainDew Sport.Pepsi-Cola c mt mng li phn phi rng nht cho sn phm nc gii kht camnh vi hn 900 cng ty ang vn hnh v cc nh my nhng quyn thngmi ng chai trn th gii. Pepsi cng c h thng phn phi nng cao hiuqu hot ng v p ng tt hn cho nhng ngi bn l nc gii kht. Hn na,vic m rng mng li phn phi cn to ra mt li th cnh tranh trong vic a

sn phm mi nhanh chng ra th trng. nng cao hiu qu hot ng, Pepsi pht trin mi quan h di hn vi ccnh cung cp, a vo hot ng cc nh my sn xut mi v k thut kho hng tit kim chi ph (khong 25 nghn USD). Nm 1989, Pepsi-Cola cn phn chiacc nh my sn xut nc gii kht M theo 4 khu vc a. Trn th gii Pepsi-Cola cng phn chia lm 6 khu vc nng cao, pht trin thm c hi trongnhng khu vc

2.2 Nhm kinh doanh nh hngNhm nh hng bao gm 3 h thng nhng quyn thng mi ln trn th gii l:Pizza Hut, Taco Bell, v g rn hiu KFC.Nhm nh hng ca tp on PepsiCo lh thng nh hng ln nht th gii nm 1990.* G rn KFC c tp on PepsiCo mua li vo thng10/1986. KFC m rng hot ng trong 57 nc v sutnm 1989, KFC m thm 3000 n v nc ngoi, trthnh chui nhng quyn thng mi ra nc ngoi ln

nht ca M.* Pizza Hut c PepsiCo mua li vo nm 1977, l mt chui sn xut Pizza lnnht th gii, Trong sut nhng nm 1984-89, Pizza Hut tr thnh nh hng phttrin nhng quyn thng mi nhanh nht th gii.

Taco Bell c mua li vo nm 1978 ng u th giitrong phn khc thc phm Mexico, vi rt t cc i thcnh tranh. PepsiCo tip tc m rng Taco Bell ra th gii

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thng qua vic tip tc u t.

Chin lc:PepsiCo s dng nhiu v kh cnh tranh nng cao v th trong ngnh cng

nghip nh hng.* theo kp ngnh cng nghip thc n nhanh v xu hng thc phm m bosc khe v dch v tt, PepsiCo bt u cung cp cho ngi tiu dng nhng thcn c gi tr. Thc n gi tr ca Taco Bell a ra vo nm 1988, gip tngdoanh s bn hng v li nhun.* Th 2, PepsiCo nhn mnh gi tr sc mnh ca thng hiu v sn phm mi(nh cnh g rn nng KFC) kch thch vic bn hng.* Qung co l 1 phn quan trng trong chin lc, trong sut 1986-87. Pepsi chi

70 triu USD thc hin chin dch qung co trong nc cho Taco Bell vi citn cha bnh cho ba n* M rng vic phn phi qua cc phng php mi tm kim ngi tiu dngmi trong nhng khu vc khc nhau tng doanh s bn hng v tng th phn.Mc tiu ca cng ty l bin nh hng PepsiCo ngy cng pht trin rng ra trnth gii.2.3 Phn khc thc phm nh (Snack food)

PepsiCo mua li Frito-Lay vo nm 1965. Cc sn phm ca Frito-Lay ni tingtrn th gii bao gm: Doritos, Ruffles, Lays, Fritos, v Chee-tos. Cng ty khng

phi i mt vi i th ln no nhng phi cnh tranh t nhiu hng trong khuvc, c bit v gi c.

Chin lc:PepsiCo thc hin cc chin lc pht trin vic bn hng:* Pht trin m rng loi sn phm bng vic gii thiu mi v mi. Mi v nythay i theo ma tha mn c nhu cu ca khch hng trong cc khu vckhc nhau. Vic m rng ny khng ch l mi v mi m cn c c sn phm mi.* To ra sn phm mi v to ra phn khc n nh p ng nhu cu khchhng.

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* M ra th trng mi qua bao gi v phn phi. v d khoai ty rn c ngtrong hp, v c bn ch yu qua cc ca hng.* Qung co l 1 chin lc quan trng, Frito-Lay chi 60.2 nghn o la cho qungco nm 1985 v con s ny tip tc tng ln qua cc nm.

* Frito-Lay tip tc nng cao vic qun l. Sut nhng nm 1989, Frito-Lay phnchia cc cng ty trong nc M vo 4 phn khc nng cao hiu qu v tng nhhng a phng. Frito-Lay l cng ty u tin p a vo s dng h thng mytnh cho vic bn hng, iu ny cho php ngi qun l nm bt tnh hnh bnhng trong ngy hay trong thng, v trong mt khu vc, thnh ph no , datrn nhng s liu nhp vo h thng my tnh . N gip cho cc gim c bnhng gii quyt cc vn xy ra v phn ng mt cch nhanh chng vi iu kincnh tranh.* Frito-Lay pht trin li th cnh tranh thng qua mng li phn phi ca mnh

vi hn 10.000 nhn vin bn hng.* Frito phn phi trc tip t nh my sn xut ti cc ca hng ring ca mnh,cho php tit kim chi ph trong hot ng lu kho bi.

V tr cng ty nc gii kht ton din ca Pepsi l mt l do ln nht dnti thnh cng trn ton cu. M,cng ty Pepsi-Cola c rt nhiu cc thnghiu sn phm nh Pepsi, Diet Pepsi, Pepsi ONE, Mountain Dew, Wild CherryPepsi, Aquafina Cng ty cn sn xut v bn cc loi tr v c ph ung linqua cc lin doanh vi Lipton v Starbucks. Cc sn phm chnh ca Pepsi

c bn ton cu cn c c Pepsi Max, Mirinda v 7-Up. Cc sn phm ca Pepsi-Cola u c cht lng v gi tr tuyt ho. Lmsao m mi ngi c th tin rng tt c cc chai v lon Pepsi lun lun c miv tut vi v sng khoi? Quy trnh ny bt u t vic a ra chnh xc nhtcc thnh phn. Sau , cc thnh phn ny c pha ch vi quy trnh cngngh hin i. Tip theo, vic chun ho quy trnh sn xut, cht lng sn

phm v h thng phn phi ca tng a phng c sp xp mt cch honchnh m bo vic m mt chai/lon Pepsi nh cng khin ngi ungcm thy mt m, sng khoi, thch th ging nh ung ngay lc mua. Nghe th

c v hi kh tin nhng iu l s tht.

3. HOT NG CA CNG TY PEPSICO

3.1 Trit l kinh doanh

PepsiCo l cng ty ton cu, kinh doanh nc gii kht v thc phm hot ng kinh doanh trn 100 nm nay. PepsiCo cung cp nhng sn phm

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p ng nhu cu v s thch a dng ca ngi tiu dng, t nhng snphm mang ti s vui nhn, nng ng cho n nhng sn phm c li chosc khe v li sng lnh mnh.

Tr s chnh PepsiCo c t ti Purchase, New York, khong 45 phtng b t Thnh ph New York.

S mnh PepsiCo ra l: Tr thnh cng ty hng u v sn xut hngtiu dng, tp trung ch yu vo thc phm tin dng v nc gii kht.Chng ti khng ngng tm kim v to ra cc hiu qu ti chnh lnh mnhcho cc nh u t, to c hi pht trin v em li nhiu li ch kinh t chonhn vin, cc i tc kinh doanh v cng ng ni chng ti hot ng.Chng ti lun phn u hot ng trn c s trung thc, cng bng vchnh trc trong mi hnh ng ca mnh.

3.2 Slogan qua cc thi k

Nhc n Pepsi khng th khng ngh n hnh nh tr trung, nng ng, ysc sng ca tui tr. Chnh v vy, cc slogan ca Pepsi lun gn lin vi lisng tr qua tng thi k v th hin trit l kinh doanh ca hng.

1906: "The Original Pure Food Drink" (Nc gii kht tinh khit n t nhin)1909-1939: Delicious and Healthful (Tuyt ho v dinh dng)1939: "Twice as Much for a Nickel" (Cng mt gi nhng hai ln nhiu hn)1950: "More Bounce to the Ounce" (Ung nhiu hn gi khng i)1958: "Be Sociable, Have a Pepsi" (Cng Pepsi tht cht tnh bn b)

1961: "Now It's Pepsi for Those Who Think Young" (Pepsi nc ung ca tuitr)1963: "Come Alive, You're in the Pepsi Generation" (Sng khoi vi Pepsi th hmi)1967: "(Taste that beats the others cold) Pepsi Pours It On" (Pepsi Hng v mtlnh nh bt tt c)1969: "You've Got a Lot to Live, Pepsi's Got a Lot to Give" (Bn tri nghimcuc sng hng th, Pepsi sng to bn tn hng)1973: "Join the Pepsi people (feeling free)" (Gia nhp th h Pepsi)1975: "Have a Pepsi day" (Tn hng mt ngy cng Pepsi)

1979: "Catch that Pepsi spirit" (Cm nhn tinh thn Pepsi)1981: "Pepsi's got your taste for life" (Pepsi - hng v tuyt vi cho cuc sngca bn)1983: "Pepsi's Now!" (Khi ngun cng Pepsi )1984: "The Choice of a New Generation" (S la chn ca th h mi)1991: "Gotta Have It" (Tri nghim cng Pepsi)1995: "Nothing Else is a Pepsi" (Khng g ngoi Pepsi)1997: "GeneratioNext" (Th h mi)

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1999: "Ask for More"/"The Joy of Pepsi-Cola" (Kht khao hn/Si ng hn viPepsi)2003: "It's the Cola"/"Dare for More" (Hng v cola chnh hiu/Thch thc hn)2007: "More Happy" (Ngt ngy hn)

Hnh nh minh ha cho logo ca Pepsi qua cc thi k

4. THNH CNG CA PEPSI

Hai hot ng marketing quc t thnh cng ca PEPSICO

4.1 Hot ng 1 : Chin lc truyn thng

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o Trong qung co v tip th, Pepsi ch nh khng nhn mnh

vo trong thc ung c g v tc ng vt cht ca n ra sao m i vo nhhng v to nn cm nhn chung cho c th h.

o i tng Pepsi nhm vo th h tr v th h y mi ng o,

thch khm ph v ph trng, thch chng t ng cp v d b cun ht. Chim trong qung co v tip th ca Pepsi l ngi tr s dng Pepsi v phiung Pepsi th mi chng t v c cng nhn l tr.

o Pepsi trit s dng s tng phn, s khc bit ca mnhso vi i th Coca Cola. L mt sn phm mi toanh trn th trng, Pepsi cao khu hiu: "Generation Next". Chin lc qung b ca h l s gp mtca hng lot cc ngi sao ca nhc, bng , phim nh tr trung. Vi chiu biqung b , Pepsi khng nh mnh l thc ung dnh cho nhng th h tipni, nhng th h nng ng, tr trung. Vic qung b nh vy cng ng nghavi vic "ch" Coca Cola l sn phm ca th h trc, th h gi ci. Lp tcPepsi tr thnh mt hnh nh tng phnca Coca Cola. Trong qung b thc coi l i th ca mt hng lncng l mt thnh cng ln v n gyc s ch ca mi ngi. C vy Pepsi ln mnh v c v th rt n nhtrong ngnh nc ung nh ngy hm nay.

o Nm 1994: Siu sao Michael Jackson tr thnh pht ngn vin ca hngPepsi. Nm 1985, Trng Quc Vinh tr thnh pht ngn vin th trngchu . Khi Trung Quc ang cung nhit vi bng , Pepsi Cola c

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David Beckham, Ronaldinho, Thierry Henry v Raul Gonzalez u mc muxanh, mu Pepsi.

o Hng Kng th c din vin Louis Koo, ca s i Loan F4.Jay Chou, JolinTsai, Alan Luo tr thnh biu tng ca hng. Trong nm 2007, nam dinvin Huang Xiao Ming tr thnh ngi sao i lc u tin ni chuyn choPepsi Cola. Hng thm ch hp tc vi Thng Hi Madame Tussauds 'chng minh s quyn r khng th cng li ca n. PepsiCo c nhiu ngi saokhc nhau cho th trng chu khc nhau.

o Mt chin lc qung co hiu qu s dng bi PepsiCo l lin minh gia

ngi hng ny v chui nh hng thc n nhanh KFC . Mc d KFC ctch ra t PepsiCo trong thng 10 nm 1997, hai nhn hiu ny vn cn hp tccht ch. PepsiCo cung cp tt c cc ung soda trong KFC v KFC chc s dng sn phm ca PepsiCo m thi.

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o Nhng sao i s Pepsi nh M Tm, Kasim Hong V v.v cng chnhl nhng i din cho mt th h tr trung, yu thch khm ph, trn y sngto hin nay. Bn tr ngy nay lun mun vt qua chnh mnh, vt qua ththch t n thnh cng v Pepsi mong mun l ngi ng hnh cho sc trtrn y, vn mnh vt ra bin ln ca nhng ngi Vit Nam tr.

4.2 Hot ng 2 : Chin lc sn phm

Khng ch cung cp cc sn phm v dch v mi m Pepsi ang hng ti cc gii php v

sc khe lm hi lng th trng n .Nhng phng thc kinh doanh c khng cn

hiu qu khi m hu ht cc phn khc th trng hin hu u ang tim cn s bo ha trong

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tng lai khng xa. Tn cng vo cc th trng mi ni l mt hng i ng n nhng Pepsi

khng ch n thun cung cp cc sn phm v dch v mi m mun a vo th nghim mt m

hnh kinh doanh mi. M hnh ny da trn mng li i tc a phng v h thng sn phm,

dch v c li cho sc khe cht lng cao, ph hp vi a s dn c.

thc hin m hnh ny ny, Tp on a quc gia Pepsi - PepsiCo tp trung pht trin v tiuth cc sn phm c li cho sc khe nh Tropicana v Quaker, thay cho cc sn phm nnhanh nh nc gii kht Pepsi v khoai ty chin Frito Lay. Thc cht, cc k hoch ca Pepsi c m thm tin hnh t nhiu nm nay ti mt trong nhng th trng ng dn nht th giinhng ngun ti nguyn ang cn kit rt nhanh ny.

T nm 2006, PepsiCo hp tc vi i hc nng nghip Punjab ca n cng pht trin mtging la mi, gim 30% t l s dng nc v 70% kh cacbonic v c th nghim mtvi vng. Cng ty ny hin ang ln k hoch xut khu ging la ny sang nhng th trngkhan him ngun nc khc. PepsiCo cng bt tay vi hng tr Tata, thuc tp on cng nghip

Tata ln nht n cng pht trin mt lot cc loi thc phm c li cho sc khe.Vic chuyn i t mt nh cung cp sn phm ung v n nhanh truyn thng thnh mt nhcung cp cc gii php v sc khe, ng thi to ng lc thc y kinh t, mi trng pht trinbn vng ha hn mang li cho PepsiCo mt th trng tiu th rng ln trong tng lai.Ngi tiu dng ti cc th trng mi ni s tip cn m hnh kinh doanh thn thin vi mitrng v sc khe ny nhanh hn nhiu so vi ngi tiu dng Chu u hoc M, ging nh sbng n trong vic s dng in thoi di ng tng xy ra khu vc ny trc . Pepsi sdng cc th trng mi ni nh n th im m hnh kinh doanh mi v nhng th trngny c t l tiu th thc phm ng gi vn cn thp v cnh tranh khng gay gt nh M hay

Chu u.

5.THT BI CA PEPSI

Hai hot ng marketing quc t tht bi ca PEPSICO

5.1 Hot ng 1 : Chin lc thit k sn phm mi

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Nu nh Coca Cola mt trong nhng thng hiuni ting hng u th gii tng h thn v s tht

bi ca New Coke, th i th s 1 ca h, Pepsicng tng nm tri mi v ca s tht bi vi chindch marketing sai lm nm 1992 ca mnh. Vo

khong u nhng nm 90, nhu cu v nc tinhkhit ca ngi tiu dng tng rtcao. Evian vPerrier lun l nhng la chn hng u.

Trc thc t , Pepsi cho tin hnh hng lotnghin cu th trng tm ra mt thc ung "tinhkhit" mi nhm chen chn vo th phn y hp dnny. Kt qu l sau nhng th nghim ny, nm 1992Pepsi t ho gii thiu vi c th gii loi cola trongsut u tin mang tn Crystal Pepsi. Sai lm ca hngny nm ch, nu mt sn phm mi c bn ra vici tn Pepsi th t nht n phi c v tong t nh Pepsich khng phi l mt th nc ung nhn nht khc.Trn thc t, khng mt ai bit chnh xc c mi vcc sn phm mi ny nh th no.Trc , Pepsi tng thnh cng khi gii thiu nhiu bin th ca cola chng hn

nh: cola dnh cho ngi n king, cola du, cola khngng, cola giu ng... v tt c cc loi cola nhn

chung u thnh cng mt mc nht nh. Vi s ttin vo sc sng to v cc nghin cu ca mnh, Pepsi tinchc Crystal Pepsi s tip tc thnh cng nh nhng anhch em ca mnh trc . Tuy nhin khng nh s trngch ,sau 1 nm Crystal Pepsi b ngng sn xut v khngth p ng yu cu tiu dng. Mc k cho s tht bi nngn ny Pepsi vn tip tc cho ra i sn phm Diet Crystal

Pepsi trong sut phin bn ca Cola dnh cho ngi n king .Vi b sn phm mi,hng ny cho rng mnh tm ra cng thc l tng p ng nhu cu ca nhngkhch hng a thch nc ung tinh khit.

n lc ny Pepsi mi cay ng tha nhn tht bi v tb hon ton tng v mt loi cola trong sut.

Cui thp nin 80, Pepsi pht hin ra rng c mtphn khc ngi tiu dng cha c pht hin v chinhphc: nhng ngi ung cola trong ba sng. H hi vi

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pht hin mi, Pepsi vi vng a ra nhn nh rng c nhiu ngi tr tui ungcola thay v c ph cho ba sng. Chng bao lu sau, Pepsi AM, mt loi cola vihm lng caffeine cao mi nhanh chng ra i v nhanh chng...tht bi! L doca ln tht bi ny chnh l nhng nhn nh ch quan, sai lm ca hng.

Ngi tiu dng c th ung cola trong ba sng nhng h khng nhn thy s cn

thit v mt loi cola ch dnh ring cho ba sng. "Nu ngi tiu dng khng nhnbit l h c nhu cu th s rt kh m cung ng mt gii php", Robert McMath,chuyn gia v marketing nhn nh v s tht bi ca Pepsi. Mt hng hon ton cth to ra mt nhu cu nhng chi ph b ra to nhu cu cho ngi tiu dng v h nhn bit c nhu cu l iu qu sc ngay c vi mt g khng l nhPepsi.Mt sai lm na ca Pepsi chnh l cch t tn cho sn phm. Bn thn ci tnPepsi AM v tnh khin cho ngi tiu dng mc nhin ngh ti vic ch s dngn cho ba sng, trong khi bn thn thc ung ny ang phi chinh phc mt thtrng chuyn bit v c t khch hng, gi y li phi i mt vi vn b b hptrong mt khong thi gian s dng nht nh. Th phn nh hp, khch hng khngnhn thy nhu cu v s gii hn thi gian s dng t ci tn AM (trong ting Anhch gi vo bui sng), tt c nhng yu t v hnh chung kt liu tng"tuyt vi" ca hng ny.

5.2Hot ng 2 : Chin lc gi

Nh din vin mi so vi Coca-Cola, PepsiCo lun trong vai tr "thch thc".i suy thoi 1929 ca Pepsi-Cola tuyn b cuc chin gi c Coca-Cola bng

cch gim gi 50%. Gi chin tranh c cc phng php ch yu ca cnhtranh thng qua cc thp nin u ca PepsiCo. Tuy nhin, n khng t ckt qu mong i v gi chin tranh dn dn gim nh l mt chin lc cnhtranh.

Thng k ch ra rng chi ph ca cht lng tp trung ca Pepsi-Cola l 6.400 nhndn t cho mi n v (2002). Cui cng, n c th sn xut mt khi lng bnhng ca khong 36.700. V vy, gn 1/3 chi ph ca n nm trong cht lng tptrung. Hin nay, chai PET Pepsi-Cola vi khi lng 600 ml gi bn l dao ng

t 2,5 n 3 nhn dn t. Trong khi , gi ca n khong 1 nhn dn t. V vy,t sut li nhun ca n l rt ng ghi nhn, ti 150% - 200%. Vi mc li nhunnh vy, cc nh my ng chai khc nhau c th t do c doanh s bn hngchng trnh khuyn mi.

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Pepsi-Cola i c v c vi i th chnh ca Coca-Cola v gi bn l trongnhiu nm. Sau s tht bi ca cuc chin gi c u, PepsiCo r rng khng mun bt u sai mt ln na. V chin lc gi c, s gn kt l quan trng. Gi bnl hin hnh i vi sn phm PepsiCo vn n nh trong nhiu nm, do khngtng cng khng gim l cn thit

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TNG KTHn mt th k xy dng v pht trin ca Pepsi khng th khng nhc n nhngsng gi m tp on ny tri qua c nhng tht bi v thnh cng i volch s t c c Pepsi tng tri v y kinh nghim hm nay.Nhng yu t gip pesico vng chc trn th trng l tp trung xy dng v pht trin ccnhn hng ln mnh, c kh nng t ph to ra nhng sn phm khc bit, v c1h thng bn hng v phn phi vng mnh.

Tuy tht bi ln v vi lp l hng ca th trng bng vic sn xut ra snphm khc bit nhng khng hp vi ci tn Pepsi gy ra nhiu tn tht nngn,th nhng khng lm nn ch Pepsi nghin cu tm hiu k v cho ra i sn

phm ng vi nhu cu tiu dng cng c li v tr ca Pepsi trn th trng

ton cu.Tip ni thnh cng hn na khi Tp on Pepsico nhm ti gii tr vc gi l Th h Pepsi chin lc ny to s kht bit v mang li nhiuthnh cng cho Pepsico.

Vi trit l v cuc sng cng ng c th hin qua tm nhn chin lc : Trchnhim ca PepsiCo l khng ngng ci thin mi mt cuc sng cng ng nichng ti hot ng mi trng, x hi, kinh t - gp phn to nn mt ngy maitt p hn hm nay mang li cho Tp on ny s thnh cng ng k vngy cng vng chc hn.

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