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!