Pepsi and Cocacola in marketing strategy war

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Pepsi and Cocacola in marketing strategy war

  1. 1. WELCOME YOU TO GROUP 9’S PRESENTATION !
  2. 2. Group 9 Coke and Pepsi’s marketing war in Vietnam dfj
  3. 3. OUTLINE: outline 1.How Pepsi beat Coca-Cola inVietnam in 90’s ? 2.How did Coca-Cola overcome challenges? 3.What can we learn from this war?
  4. 4. 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.
  5. 5. 1. HOW PEPSI BEAT COCA-COLA IN VIETNAM IN 90’S ? Reason 1: Pepsi is the pioneer in Vietnam.
  6. 6. Reason 1: Pepsi is the pioneer in Vietnam. • The best brand names High quality products & good services Special offers Win the market • Pepsi set up distribution channels throughout Vietnam.
  7. 7. Reason 1: Pepsi is the pioneer in Vietnam.
  8. 8. 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 Situation Our laws for foreign businesses - Small market players with low capital investment & poor technology Pepsi became the first market leader easily. -quite simple When Coke penetrating Vietnam market -The enemy (Pepsi) had built up strong distribution channels throughout Vietnam. -more powerful
  9. 9. 1. HOW PEPSI BEAT COCA-COLAIN VIETNAM IN 90’S ? Reason 3: The PepsiCo Company had a deep understanding of the locals. • Vietnamese prefer the sweeter taste of Pepsi than Coke’s.
  10. 10. Reason 3: The PepsiCo Company had a deep understanding of the locals. • The Pepsi Company organized an event called “Fun day of football” • 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 .
  11. 11. 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 Drink Pepsi to win a Honda motorbike  Practical, suitable The Coke Company Drink Coke to win a trip abroad Impractical, luxurious
  12. 12. OUTLINE: outline 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?
  13. 13. 2. HOW DID THE COCA-COLA COMPANY OVERCOME CHALLENGES?  There are 3 challenges The PepsiCo Company - Vietnamese chose Pepsi for its familiarity and good service. -strong distribution channels throughout Challenge 1 Vietnam. The Coca-Cola Company - Coca-Cola still kept using retail marketing strategy Purposes -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.
  14. 14. The PepsiCo Company - Due to the commitment with Pepsi, Co.opMart couldn’t build up the relationship with Coca-Cola. The Coca-Cola Company -Cooperation between Coke and Co.opMart begins on 1st January, 2013 -umbrellas, cups …went together with its products as promotion gifts. -People like Cocacola certainly never find its products in Lottery, Chicken express, KFC, Subway’s systems. - In September, 1995: The Coke Company decided to form a joint venture with Chuong Duong Corporation Challenge 2 Purposes -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.
  15. 15. The PepsiCo Company -sport sponsorships Challenge 3 The Coca-Cola Company -music festival sponsorships Purposes - Refresh business image successfully. -Improve customers relationships, especially the young who are K-pop fans. Learn lessons from The PepsiCo Company: have a deep understanding and a suitable practical marketing plan in Vietnam
  16. 16. COCA COLA SOUNDFEST VIETNAM 2012
  17. 17. OUTLINE: outline 1.How Pepsi beat Coca-Cola inVietnam in 90’s ? 2.How did Coca-Cola overcome challenges? 3.What can we learn from this war?
  18. 18. 3. WHAT CAN WE LEARN FROM THIS LONG-LASTED WAR? Strong distribution channels A deep understanding 1. 2. 3. 4. Attract more customers. Send out or communicate your brand or business’s message to your target market effectively. Increase sales easier in a smart marketing way. Improve your customer relationships.
  19. 19. >> GAME<<
  20. 20. THANK YOU FOR LISTENING!

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