1. WELCOME YOU TO
GROUP 9’S
PRESENTATION !

2. Group
9
Coke and Pepsi’s
marketing war
in Vietnam
dfj

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.

7. Reason 1: Pepsi is the pioneer in 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

16. COCA COLA SOUNDFEST VIETNAM
2012

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.

22. >> GAME<<

27. THANK YOU
FOR LISTENING!