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. 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. 1. HOW PEPSI BEAT COCA-COLA
IN VIETNAM IN 90’S ?
Reason 1: Pepsi is the pioneer in Vietnam.
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.
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. 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. 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. 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. 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. 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. 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. 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
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. 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.