Marketing planGVHD: Th.

S Nguyn Th Thu Tho TRNG I HC NGOI THNG C S II Kha lp: K49C

BI TP NHM MN MARKETING CN BN

MARKETING PLAN: SN PHM NC GII KHT PEPSI-

COLA TI TH TRNG VIT NAM

----------c c c c ---------c

Ging vin hng dn: Thc s Nguyn Th Thu Tho

Ni dung
1. Phn tch 5C. 2. Phn tch SWOT. 3. Phn tch STP. 4. Chin lc Marketing Mix.

Marketing planGVHD: Th.S Nguyn Th Thu Tho

DANH SCH SINH VIN 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. V Th Xun Quyn Hunh Ch Thanh L Hu Trin Nguyn L Minh Trit Phan Ngc Thanh Vn Phng Vinh Quang T Ton Pht Trn Th Thy Trang V Hong Tun Dng Thy Vn 1001036171 1001036188 1001036241 1001036543 1001036556 1001036501 1001036160 1001036539 1001036250 1001036555

Marketing planGVHD: Th.S Nguyn Th Thu Tho

PHN M U I. LY DO CHON TAI : Trong nn kinh t hin i, Marketing ngy cng ng vai tr quan trng i vi tt c doanh nghip trn ton cu. Cc hot ng Marketing nhm p ng nhu cu ca khch hng v kch thch h thng bn hng pht trin, l cu ni gia doanh nghip v ngi tiu dng. Vi c im kh hu nhit i m gi ma, nc gii kht ng chai l mt thc ung khng th thiu ca ngi dn Vit. V vy, th trng nc gii kht Vit Nam l mt trong nhng th trng c tc pht trin rt nhanh vi nhiu doanh nghip ln trong nc v cc cng ti a quc gia. Trong s , ngi tiu dng bit n Cng ti Trch nhim Hu hn PEPSICO Vit Nam, vi cc sn phm nc gii kht mang thng hiu PEPSI, tiu biu l sn phm PepsiCola la mt doanh nghip c ting tm trn th trng. Nhc n thng hiu

Pepsi, ngi ta thng ngh n tinh thn tr trung si ng. Mc d Cng ti Pepsi c lch s hn mt th k, nhng tinh thn tr vn thm su trong ton Cng ti, t mu xanh ti tr ca logo, t cu slogan ni ting mt thi s la chn ca th h mi n nhng sn phm thit k bt mt, thi trang cho gii tr, nhng chin dch qung co tr trung si ng, nhng i s nhn hiu tr, ni ting v nhng chin lc kinh doanh xng xo ca i ng cc nh qun l tr xut sc ca Pepsi
ng gp mt phn khng nh cho s thnh cng ca cng ti l nhng hot ng Marketing chuyn nghip v logic. Cac hang nc giai khat ra i ngay cang nhiu cung chinh la nguyn nhn nng cao sc canh tranh thi trng giai khat va y manh hoat ng Marketing. Sau khi tim hiu v nhng hoat ng cung nh chin lc va m hinh Marketing cua PEPSICO Vit Nam, nhn thy c s cn thit va hiu qua cua hoat ng Marketing tai y, nhom chung ti a chon tai: Chin lc Marketing ca thng hiu nc giai khat Pepsi-Cola tai th trng Vit Nam nghin cu. II. MUC TIU TAI: Bit dng h thng ly lun Marketing dich vu lam c s cho vic nghin cu hoat ng Marketing cho sn phm Pepsi-Cola ca PEPSICO Vit Nam. Nghin cu m hinh va anh gia thc trang Marketing tai cng ti giai khat PEPSICO Vit Nam. Pht hin mt s giai phap Marketing gop phn nng cao hinh anh cung nh

Marketing planGVHD: Th.S Nguyn Th Thu Tho

s lng ban san phm cho PEPSICO Vit Nam. III. I TNG NGHIN CU: Do con mt s gii han v tai liu nn vic nghin cu chi xoay quanh vn nghin cu m hinh Marketing cua cng ti PEPSICO (vi sn phm Pepsi-Cola) tai Vit Nam va mt s giai phap cu th nhm nng cao hoat ng Marketing cua cng ti. IV. PHNG PHAP NGHIN CU : Phng phap kt hp ly thuyt va thc t Phng phap phn tich va tng hp Phng phap so sanh Phng phap quan sat, phong vn, anh gia.

Marketing planGVHD: Th.S Nguyn Th Thu Tho

NI DUNG NGHIN CU Phn 1: PHN TCH 5C

I.

CLIMATE MI TRNG KINH DOANH

Mi trng kinh doanh bao gm nhng yu t phc tp, khng l thuc v khng b Pepsi chi phi. Sau khi phn tch nhng mi trng ny, nhm chng ti s mang n mt ci nhn tng qut v vic sn phm Pepsi-Cola ca hng PepsiCo Vit Nam chu tc ng t mi trng bn ngoi nh th no. 1. 1.1 Mi trng chinh tri S n inh v mt chinh tri, phap lut Vit Nam

Bng vic tch ly v b sung thm cc lut quc t: Lut chng c quyn, quyn s hu tr tu, bng pht minh sng chphp lut Vit Nam dn hon thin to s cnh tranh lnh mnh gia cc cng ti trong v ngoi nc. Hin nay, v th ca ngi tiu dng Vit li ngy mt tng do s pht trin mnh m ca cc nhm bo v li ch ngi tiu dng. 1.2 Cac chinh sach h tr

Nha nc thuc y s phat trin kinh t thng qua chinh sach tai khoa va chinh sach tin t. am bao tc tng trng cao, vic khuyn khich u t l ht sc cn thit nh vao cac chinh sach u ai: thu, t ai, cc dch v t vn, h tr Cac chinh sach h tr v khuyn khich u t cua Nha nc tao ra nhng c hi cung nh thach thc cho PepsiCo v cc doanh nghip ni chung phat trin: THCH THC S canh tranh gay gt t cac tp M rng quy m san xut ra Ton oan cng ti khac. quc nh vao vic vay vn t cac 5 C HI

Marketing planGVHD: Th.S Nguyn Th Thu Tho

ngn hang Nha nc. Thng qua cc dch v, cc knh Cn phai am bao nhu cu an qung co mang sn phm ca toan thc phm t ngi tiu mnh gn n cng chng. dung, qung co trung thc, c vn ha trong hon cnh v th ngi tiu dng c nng cao. 2. Mi trng xa hi va nhn khu hoc 2.1 Dn s Vit Nam

Dn s Vit Nam hin nay khoang 86 triu ngi, ng th 13 trn th gii vi mc gia tng binh qun mi nm 947 nghin ngi.Vit Nam co 54 dn tc va chu yu la ngi dn tc Kinh. Ngi dn phn b trn khp cac min T quc va tp trung 2 khu cng nghip trong im la Thu Ha Ni va TP HCM.

Vic xac inh s phn b dn c co tac ng manh me n cac chin lc Marketing cua tp oan PEPSI v thi trng muc tiu tai Vit Nam.

Marketing planGVHD: Th.S Nguyn Th Thu Tho 2.2 Kt cu dn s

Vit Nam ang trong thi ky c cu dn s vang, thi ky ma nhom dn s trong tui lao ng cao xp xi hai ln nhom dn s trong tui phu thuc. Thun li: Ngun lao ng di do, kh nng tip thu KH - KT tt, nng ng, thch ng vi nn kinh t th trng, c lao ng d tr, m bo lao ng cho an ninh quc phng..

Kho khn: Gy sc p ln vn vic lm, t l tht nghip cao.

Ny sinh tinh trang xut khu lao ng va chay mau cht xam. Nhim vu kho khn cho Pepsi la tuyn chon nhng lao ng lanh ngh, co nng lc t lc lng lao ng ng ao o. 2.3 Chinh sach dn s

Nm 2011, ngnh Dn s ch ng duy tr mc sinh thp, nng cao cht lng ging ni, gim mt cn bng gii tnh thng qua vic tuyn truyn vn ng cac khu hiu: Du gai hay trai chi hai la u , Dn s K hoch ha gia nh v sc khe, hnh phc ca mi gia nh v s pht trin bn vng ca c t nc. Xac inh cac chinh sach cua dn s co tac dung phat trin chin lc Marketing dai han v nc giai khat, ngoi ra Pepsi cn c th nh hng phat trin trong tng lai da trn gii tinh ngi tiu dng. 2.4 Thu nhp binh qun

S liu cho bit thu nhp bnh qun ca ngi Vit Nam tnh n cui nm 2010, t khong 1.160 USD. D on phn u nm 2011, thu nhp bnh qun nc ta at 1.300 USD. Thu nhp ca ngi Vit tng dn n vic ngi tiu dng c nhiu s la chn hn m bo mc tha mn ca mnh. Nhn xet: Mi trng xa hi nhn khu hoc la mt trong nhng mi trng nghin cu u tin cua mi cng ti trc khi tin hanh qua trinh Marketing ngn han va dai han. 7

Marketing planGVHD: Th.S Nguyn Th Thu Tho 3. 3.1 Mi trng kinh t Tc tng trng kinh t 2005 8.4 2006 8.2 2007 8.4 2008 6.31 2009 5.32 2010 6.78

Mc tng trng kinh t(%) Mc tng trng kinh t ca nc ta giai on 2005 2007 t ngng cao, nhng vo giai on 2008 2009, tc tng trng li st gim xp x 2% do chnh sch gim pht ca Nh nc. Nm 2010, nn kinh t nc ta sm ra khi tnh trng suy gim, tng bc phc hi v tng trng kh nhanh (6.78%). Theo phc hi nm 2010, d on Vit Nam c nhiu trin vng t c tc tng trng kinh t cao hn vo nm 2011, vi mc tng trng 7,0-7,5% (theo d bo ca Chnh ph v nhiu t chc quc t khc).

Nn kinh t phc hi v tng trng s khin chi tiu ca khch hng cho nhu cu thit yu nhiu hn, Pepsi c th trin khai hot ng kinh doanh ca mnh tng li nhun.
3.2 Nhu cu v nc gii kht ti Vit Nam

Theo nh GS. Phm Song, Ch tch Tng hi Y hc Vit Nam th Vit Nam l mt trong nhng th trng tiu th nc gii kht khng cn c tc tng trng nhanh nht th gii. S liu kho st cho thy, trung bnh mi nm, mt ngi Vit Nam ung khong 3 lt nc gii kht ng chai khng cn. D bo n nm 2012, tng lng ung bn l Vit Nam s tng gn 50% so vi nm 2007 phc v nhu cu nc gii kht ca ngi tiu dng. Tuy nhin, mc tng trng ny cng cha th p ng nhu cu cn qu ln trong thi im hin nay. ng Nguyn Thanh Phong, Cc ph Cc An ton V sinh Thc phm (B Y t), cho bit, ming bnh ca th trng nc gii kht Vit Nam cn kh nhiu i vi cc doanh nghip.

y chnh l iu kin thun li cho Pepsi pht trin th phn.

8

Marketing planGVHD: Th.S Nguyn Th Thu Tho 4. Mi trng vn ha

Ngi tiu dng Vit Nam c nhng im c trng sau: Ch trng n sc khe: thi quen n ung ca ngi Vit ta ngy mt thay i theo xu hng tch cc hn. Ngoi chuyn n ngon, n no, ngi tiu dng Vit cn quan tm n vic n ung gi gn sc khe.

Pepsi cn a ra nhng chnh sch cam oan v an ton cht lng sn phm. Bn cnh , cc nh hoch nh chin lc cn nhn mnh hn v vn sc khe.
Khu v ca ngi Vit Nam khc vi ngi phng Ty. Ngi tiu dng Vit thch nc ngt c ga mang v ngt m , nng gaz mnh to cm gic sng khoi, trong khi ngi phng Ty a v nht hn.

Pepsi p ng c thi quen khu v ca ngi Vit.

Ngi tiu dng Vit Nam tr, khe v yu th thao, c bit l yu bng v c tm l t ho dn tc cao.

Pepsi nm bt c nt vn ha ny v cho ra nhng show qung co ph hp. R nt nht l khi tung khu hiu Ung Pepsi l ng h i tuyn quc gia Vit Nam vn ra u trng quc t, doanh s bn ra ca Pepsi lp tc tng vt, cm tnh ca ngi Vit vi Pepsi cng c gia c.
B phn gii tr Vit thch khm ph nhng iu mi m, thch tri nghim bn thn. Ngoi ra gii tr ngy cng yu thch vic gii tr bng cc tr chi in t.

y l c hi cho Pepsi thu ht v nhn c s quan tm ca gii tr nu nm bt c nhu cu ny. Thc t

9

Marketing planGVHD: Th.S Nguyn Th Thu Tho cho thy, khng ch ring Pepsi m th nng k Coca Cola, hay thm ch trn lnh vc thc phm, McDonalds cng bc vo cuc chin marketing, tm cch a cc sn phm ca mnh vo mu qung co trong cc tr chi in t. 5. Mi trng khoa hc k thut

Ngy nay, khoa hc k thut c ng dng ngy cng nhiu trong mi lnh vc. Ring v ngnh gii kht, cc thng hiu phn ln ch trng vo quy trnh sn xut v ci tin bao b, ng thi n lc gim lng nc v nng lng s dng trong sn xut cng nh ti ch chai, l y l mng thit yu ti a ha doanh thu. Mt trong nhng cng ngh ang c ngnh gii kht chy theo l tng v chai thn thin vi mi trng (gip gim lng kh thi CO2 so vi cc loi v chai PET lm t du m ngy nay), d ti ch mang tn PlantBottle. Loi v chai ny lm t nha v 30% thnh phn t ma, mt ng tinh ch, c kh nng ti ch 100%. tng cho loi chai ny mang n nhiu la chn hn cho ngi tiu dng vi cng mt sn phm.

Theo nh thng tin mi nht, PepsiCo Inc. va tuyn b, h thnh cng trong vic to ra loi v chai c lm hon ton t cc loi cy, v hnh dng, cm gic cm v kh nng bo v thc ung bn trong khng khc g so vi nhng mu v hin ti. iu ny gip h tin trc i th Coca-Cola mt bc trong vic s dng cc vt liu thn thin vi mi trng.
Vo nm 2012, khong vi trm nghn v chai Pepsi mi s c tung ra th trng. Vi s tin phong trong cng ngh ny, kh nng pht trin ti th trng Vit Nam ca Pepsi rt ln so vi cc i th cnh tranh. 10

Marketing planGVHD: Th.S Nguyn Th Thu Tho 6. Mi trng t nhin

Cc doanh nghip ngy nay cn lu n nhng vn t nhin ang tc ng trc tip cng nh gin tip n hot ng kinh doanh ca mnh. n c mt vi thch thc t mi trng nh sau: Nguyn liu sn xut ngy cng khan him do hot ng khai thc ca con ngi.

Pepsi cn xc tin mnh hn cho vic ti ch hiu qu v chai, v lon nc ngt ca mnh.
Chi ph nng lng ngy mt tng.

Pepsi cn tch cc tm kim ngun nng lng mi thay th nhm tit kim chi ph sn xut, song vn phi m bo dy chuyn sn xut c vn hnh hiu qu.
nhim khng kh v nhim ngun nc ngy mt nng n, do lng kh thi v cht thi hng ngy ca cng ti.

Pepsi nn tranh th tm l ngi tiu dng to ra cc sn phm thn thin vi thin nhin, in hnh l trin khai v chai PlantBottle.

II.

COMPANY CNG TI

phn ny, chng ta s tip cn bi cnh ni b doanh nghip, y cha ng nhng yu t m cng ti PepsiCo Vit Nam c th kim sot c. 1. 1.1 Bn thn cng ti Pepsi ti Vit Nam Lch s pht trin v h thng qun tr

24/12/1991 Cng ti Nc gii kht Quc t (IBC) c thnh lp do lin doanh gia SP.Co v Marcondray-Singapore vi t l vn gp 50% - 50%. 1998 PI mua 97% c phn, SPCo 3%, tng vn u t ln 110 triu la. 2003 Pepsi-Cola Global Investment mua 3% cn li, i tn 11

Marketing planGVHD: Th.S Nguyn Th Thu Tho thnh Cng ti Nc gii kht Quc t PepsiCo Vit Nam. 2005 Chnh thc tr thnh cng ti c th phn v nc gii kht ln nht Vit Nam. Hin cng ti c 5 nh my ti Vit Nam, gm cc nh my Cn Th (hot ng vo gia nm 2010), Bnh Dng (hot ng vo nm 2009), TPHCM, Qung Nam v mt nh my lin kt ti Hng Yn. 05/01/2011: khi cng xy dng nh my mi Bc Ninh. Khi nhc n nhng thnh cng vang di ca PepsiCo Vit Nam, ngi ta lin tng ngay n linh hn ca cng ti ng Phm Ph Ngc Trai, nguyn CEO ca PepsiCo Vit Nam. ng c xem nh ngi o ngc cuc chin Xanh- Vit Nam. PepsiCo Vit Nam cng tr thnh vn phng chnh qun l khu vc ng Nam . Cng ti PepsiCo Vit Nam c hn 1.000 qun l v nhn vin, trong c n 99,8 % l ngi Vit Nam. 1.2 Tnh hnh ti chnh

Sau 15 nm hot ng, t ch l mt i tc trong lin doanh, PepsiCo Vit Nam mua li phn hn ca cc bn tr ch s hu 100% vn. Quy m vn ca cng ti nay tng gp 20 ln, t 5 triu USD lc ban u ln n 130.000.000 USD, vn php nh 90.000.000 USD, vn u t thc hin 85.000.000 USD. Tnh n nm 2002, doanh thu t n con s khng l 31.352.266 USD. Nm 2003, sn lng tiu th tng hn 10 ln, vi vn tc trung bnh trong 3 nm qua t hn 21%. Trong vng 3 nm tr li, cng ti hot ng c li vi doanh s t trn 100 triu USD/nm, mc tng trng ca PepsiCo Vit Nam t trn mc 20%, tng gp ba ln so vi tc tng trng trung bnh ca ngnh cng nghip nc gii kht trong nc. Nm 2004, Pepsi dn u th trng nc gii kht Vit Nam. 1.3 Trnh cng ngh Cng ti c 2 nh my Hc Mn (5 dy chuyn lon v chai, cng sut 220 triu lt/nm), Qung Nam (1 dy chuyn chai cng sut 30 triu lt/nm) vi h thng v chai, ng lon hon ton t ng, c h thng kim tra cht lng v sinh thc phm t trnh tin tin trn th gii. 12

Marketing planGVHD: Th.S Nguyn Th Thu Tho

u nm 2010, Nh my sn xut nc gii kht PepsiCo Cn Th c khnh thnh v chnh thc i vo hot ng. y l nh my sn xut nc gii kht ln nht ng bng sng Cu Long c trang b cng ngh hin i, bao gm 4 dy chuyn c tng cng sut 12 triu kt thng. 2. Nhng nh cung ng: Tt c cc ngun nguyn liu ca Pepsi u c nhp khu trc tip t Chu u vi cht lng cao v n nh. Cc nh mi gii: h thng nh hng thc n nhanh KFC , Cng ti c phn Kinh , Subway H thng nh hng bnh m kp tht ca M
3.

III.

COMPETITORS I TH CNH TRANH

Tnh trn th trng th gii ni chung v th trng Vit Nam ni ring th Coca lun l i th cnh tranh ln nht ca Pepsi. Trn th trng tiu th ton cu, sn phm CocaCola bao gi cng nhnh hn Pepsi, ring ti Vit Nam, c bit khu vc TP H Ch Minh, tnh hnh nh c v... ngc li.

Chnh v vy, Pepsi 13

Marketing planGVHD: Th.S Nguyn Th Thu Tho cng phi nng cao v th ca mnh qua nhng chin lc Marketing hiu qu, nhm mc ch chim th phn ti Vit Nam cao hn Coca mt k tch i ngc li vi thng k trn ton th gii.

IV.

CUSTOMER KHCH HNG

T khi bt u xm nhp vo th trng nc gii kht Vit Nam cho n nay, PepsiCo xc nh r: khch hng tiu dng cui cng ca sn phm nc gii kht Pepsi-Cola l la tui teen(13-19 tui). Vy ti sao khch hng tui teen li l khch hng mc tiu ca PepsiCola? Cu tr li l: La tui teen nng ng, thch tham gia cc hot ng ngoi tri, th thao nn Pepsi-Cola c coi l sn phm gip h nhit ci nng, p tan cn kht cng nh b p li lng nc tiu hao. Bn cnh , gii tr c s thch va nhm nhp thc n, va thng thc ung y chnh l im c trng m Pepsi-Cola tp trung khai thc. Ngoi ra, Vit Nam c dn s tr nn lng khch hng nhm tui ny c s lng ln, y l iu kin thun li cho Pepsi-Cola tip cn. Song song vi i tng chnh l la tui teen, sn phm Pepsi-Cola ngy cng m rng th trng n i tng khch hng nh tui (< 13 tui) v nhm khch hng c tui ln hn 19. L gii cho vic la chn i tng khch hng mi ny l v PepsiCo nm c tm l thch ung nc c v ngt v cm gic thch th khi c hi gas lan ta, xc ln mi.Tuy nhin hai i tng khch hng ny khng mang li gi tr cao. Nguyn nhn ca iu ny xut pht t: vic s con em mnh bo ph ca cha m nhm tui di 13 v s s bnh tiu ng ca khch hng nhm tui trn 20. V. COLLABORATORS CNG TC

Khng th ph nhn PepsiCo l mt thng hiu mnh ca th gii v c sc nh hng ln n bt c lnh vc, bt c th trng no m h xm nhp. Tuy nhin, c th pht trin mt cch nhanh chng, cnh tranh vi s tin b vt bc ca cc hng gii kht y tim lc 14

Marketing planGVHD: Th.S Nguyn Th Thu Tho nh Coca Cola hay Wahaha th mt mnh PepsiCo kh c th thc hin c. Ni ra thy rng, chnh cc nh lnh o ca PepsiCo cng thu hiu c iu khi trin khai ngy cng nhiu nhng chng trnh lin kt, nhng bn hp ng vi cc i tc xung quanh mnh. M rng th phn, qung b thng hiu mnh m lun l iu PepsiCo hng n. Tt nhin, PepsiCo Vit Nam cng khng nm ngoi nhng d tnh y. Nhn nhn ti th trng nc gii kht Vit Nam, r rng PepsiCo to c mt ch ng vng chc trong lng ngi tiu dng v cc i tc kinh doanh ca mnh. 1. Tribeco v Chng Dng

Nm 1993, lut thng mi VN khng cho php cc doanh nghip thnh lp c vn 100% nc ngoi. Do , tp on PepsiCo phi tm n cc i tc ni a, v Chng Dng Tribeco chnh l s la chn hng u ca PepsiCo. Thi im ny, Tribeco ang chim lnh phn ln th trng bnh ko v thc ung gii kht ti Vit Nam. Vic hp tc vi Tribeco khng ch l bc PepsiCo chim lnh th trng nhanh chng m cn gip PepsiCo nm c tng tn nhu cu, th hiu ca ngi tiu dng ti Vit Nam. 2. H thng nh hng thc n nhanh KFC

c bit, G rn KFC c tp on PepsiCo mua li vo thng 10/1986. KFC m rng hot ng trong 57 nc v sut nm 1989, KFC m thm 3000 n v nc ngoi, tr thnh chui nhng quyn thng mi ra nc ngoi ln nht ca M.

Ti Vit Nam, tnh n 15

Marketing planGVHD: Th.S Nguyn Th Thu Tho nm 2011, KFC c hn 82 ca hng, tp trung chnh cc tnh thnh ln nh H Ni hay TP HCM. Trong thc n ca KFC, nc gii kht Pepsi lun l mt trong nhng nhn t chnh, c a thch v thu ht nhiu thc khch. Hnh nh ly Pepsi bn cnh phn g rn thm gin qu quen thuc vi ngi tiu dng Vit Nam hin nay. C th ni, lin kt cng KFC l mt bc ngoc thnh cng ca PepsiCo khng ch ti Vit Nam m cn trn th gii.
3.

Cng ti c phn Kinh

Ngy 7/9/2004, Cng ti PepsiCo Vit Nam cng Cng ti c phn Kinh k kt tha thun hp tc kinh doanh, m u cho s hp tc kinh doanh gia cng ti nc gii kht thuc tp on a quc gia (PepsiCo) v cng ti thc phm bnh ko c uy tn ti ni a. Kinh vn c bit n nh mt trong nhng ng trm ca th trng bnh ko ti Vit Nam. S kt hp ny mang li cho PepsiCo nhng th phn mi v ngy cng chng t c tim lc ca mnh vi nhng i th cnh tranh trc tip nh Cocacola hay Wahaha. 4. Subway H thng nh hng bnh m kp tht ca M

PepsiCo Vit Nam nhanh tay tha thun v k hp ng lin kt 16

Marketing planGVHD: Th.S Nguyn Th Thu Tho cng Subway mt thng hiu mnh v bnh m kp tht ca M trong u nm 2011. Vo ngy 1/4/2011 va qua, ca hng u tin ca Subway ti Vit Nam khai trng, nui tham vng s trin khai 50 ca hng Subway ti Vit Nam n nm 2015. Vi s hp tc ny, PepsiCo c th cung cp cho khch hng chui sn phm a dng ca mnh trong c cc sn phm tt cho sc khe, nh: Pepsi-Cola, Pepsi Light, nc tinh khit ng chai Aquafina, nc ung Isotonic 7up Revive ti tt c ca hng ca Subway.

D lm vic vi i tc no, PepsiCo cng lun gi vng c thng hiu v m rng th phn ca mnh. Chc chn trong tng lai, tp on PepsiCo Vit Nam s mang n nhng nt mi, c sc trong vn ha v thi quen n ung ca nc ta.

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Marketing planGVHD: Th.S Nguyn Th Thu Tho

PHN 2: PHN TCH SWOT

T nhng kin thc tim hiu c sau khi phn tch 5C, chung ta a phn nao nm bt c tnh hnh chung ca PepsiCo khi thm nhp th trng Vit Nam . Va c ci nhn r hn v tim nng, li th cng nh nhng hn ch, bt cp ca PepsiCo khi tung ra sn phm PepsiCola, nhom chung ti ng dung phng php phn tich SWOT nh sau: I. IM MNH

Du nhp vo Vit Nam vo nm 1991, Pepsi mang theo nhng im mnh vn c ca mnh trn trng th gii, ng thi pht trin thm nhng nt mi Vit Nam. y chnh l mt v kh mnh m gip Pepsi nhanh chng chim lnh th phn ngay khi bc vo th trng v vt qua c i th ln nht ca mnh l Coca Cola. 1. Sc mnh thng hiu

Thnh lp vo nm 1898, Pepsi tri qua gn mt th k pht trin trc khi vo Vit Nam. Cho n khi gia nhp th trng nc ta nm 1991, sn phm Pepsi-Cola mang tm vc l mt sn phm ca th gii.

Bc vo th trng mi, tip xc vi khch hng mi vi th hiu v s thch tiu dng cng rt mi, thng hiu chnh l vn mnh nht ca PepsiCo, song song vi lng vn ti chnh ca h. 2. Lng vn ln

Ngoi sc mnh thng hiu mt tn tui ln trong ngnh gii kht th gii, PepsiCo cn mang theo hnh trang l ngun vn khng l. 18

Marketing planGVHD: Th.S Nguyn Th Thu Tho Chnh v iu , khi bc u tip cn th trng Vit Nam, Pepsi khng ngn ngi gim gi trn ton mt trn chim lnh th trng. Ngun vn mnh m gip sn phm Pepsi-Cola d dng thc hin chin lc ny v bp cc hng nc ngt a phng trong vng cha y mt thng. Ngy nay, ngun ti chnh vn l mt im mnh cho vic pht trin sn phm v chin lc ca Pepsi. 3. i ng t chc ngi Vit am hiu con ngi qu hng mnh

Trong qu trnh pht trin Vit Nam, mt im mnh m Pepsi lun pht huy chnh l: khng ch bit nm bt s thch, th hiu ca khch hng Vit m cn bit khai thc ngun lc lao ng ni a. Ngi Vit Nam c tip xc, c lm vic cho mt thng hiu ln vo loi hng u th gii, h mang nim t ho, s am m v c nhng hiu bit v qu hng mnh vo PepsiCo, gp phn gip thng hiu gn gi v thch hp hn vi ngi Vit Nam. II. IM YU

Nc gii kht Pepsi-Cola, trong nhng nm qua chim c th phn ln v n nh ti th trng Vit Nam ni ring, cng nh trn th gii ni chung. Tuy nhin, bn thn sn phm ny vn cn tn ng nhiu vn cha c gii quyt trit . 1. Cch thc phn phi hn ch

Chui ca hng phn phi ca Pepsi ch yu l nhng ca hng thc n nhanh, cc tim coffe, h thng bn l ti siu th hay cc ca hng tin li. Th nhng, Pepsi li b qua hnh thc bn do, a sn phm mnh n tng ng hm, ngc ngch trong cc khu ph, nh i th Coca Cola p dng. 19

Marketing planGVHD: Th.S Nguyn Th Thu Tho c th Vit Nam ta th hnh thc bn do kh ph bin v tip cn cc tt vi loi thnh phn, tng lp ngi trong x hi. Vn bit phn phi sn phm nh th khng phi l th mnh m Pepsi hng ti, tuy nhin, th phn ca Pepsi gim rt nhiu khi khng quan tm n hnh thc bn do ny. 2. Gi c khng linh hot

Pepsi l thng hiu nc gii kht to c uy tn nht nh vi ngi tiu dng. Tuy nhin, gi c cho mt sn phm n tay ngi dn Vit Nam cng cha hn hon ton ph hp vi thu nhp bnh qun nh hin nay. Trong khi y, ngy cng nhiu loi sn phm, thc ung c hng v v cht lng tt xut hin vi tn sut cao ti Vit Nam ch bng mc gi ngang hoc thp hn Pepsi (Dr Thanh, C2, V-fresh,). Tuy c s iu chnh gi theo tng mu m, hnh thc ng chai hay lon khc nhau, nhng c l Pepsi cn linh hot hn vi bng gi ca mnh tip tc to c li th cnh tranh trn th trng mu m nhng li khng km phn khc nghit nh Vit Nam. 3. Sc mnh thng hiu quc gia cha c quan tm

Mt lu c bit: Nu chu kh tm hiu v Pepsi-Cola th tn gi v slogan qung co cho sn phm ny thng c nh v p dng cho mi quc gia m mnh t chn n. C l Pepsi quyt gi thng hiu, tn gi ca mnh to nt ring cho tt c ngi tiu dng trn ton th gii. iu v hnh chung li to ra hn ch cho Pepsi trong qu trnh qung co v qung b thng hiu mnh n tng quc gia ring bit. Mi quc gia li c c th vn ha, truyn thng x hi khc nhau. T y, qu trnh tip cn sn phm n vi khch hng cng t nhiu c phn kh khn. 20

Marketing planGVHD: Th.S Nguyn Th Thu Tho III. C HI

PepsiCo n vi Vit Nam trong giai on nc ta bc vo thi k i mi, bt u m ca giao dch thng mi quc t. V vy, Pepsi nm c nhng c hi ln pht trin trn th trng, v duy tr n tn ngy nay. 1. Chnh sch m ca pht trin kinh t th trng

Trong thi k i mi, Vit Nam chuyn t kinh t k hoch ha tp trung sang kinh t th trng nh hng XHCN, m rng thc y thng mi. l mt c hi ln cho Pepsi pht trin rng ri v truyn b thng hiu ca mnh trn khp Vit Nam. Bn cnh , pht trin thng mi gp phn lm cho nn kinh t nng ng hn, con ngi cng t m linh ng v nhn nhp hn. iu ny rt ph hp vi i tng gii tr m sn phm Pepsi-Cola theo ui t trc trn trng th gii. 2. Nt vn ha m thc Vit

Mang m hng vn ha ng, ngi Vit c khu v ngt hn so vi cc quc gia phng Ty. y cng l mt im gp phn cho thnh cng ca Pepsi-Cola. V ngt m cng vi gas lm t u li mi khi thng thc va cho ngi Vit cm gic thn quen, va to cht hng khi mi l. V th, khng phi tn cng qu nhiu cho vic thay i sn phm, Pepsi-Cola vn to c du n p trong tm hn ngi tiu dng Vit. 3. S chm tr v c phn yu th ca i th cnh tranh

C v phi e d Coca Cola kh nhiu trn mt trn quc t, nhng Vit Nam, Pepsi hon ton t tin rng mnh chim th thng phong. Vo Vit Nam trc mt bc, Pepsi ginh c th phn, lm ch ton ngnh nc ngt. V vy vic ginh th phn v thu hiu tm l ngi Vit ca Coca Cola phi chu yu th so vi Pepsi. Ngoi ra, nhng chin dch qung co ca hai bn mc d c tnh cht n ming tr ming nhng bao gi Pepsi cng i trc Coca Cola mt bc m tm l ngi Vit li d tip thu nhng ci n trc. Th nn, nhng qung co v chng trnh ca Pepsi vn thu ht v gy 21

Marketing planGVHD: Th.S Nguyn Th Thu Tho ch vi ngi Vit hn c. l mt c hi ln sn phm PepsiCola pht trin v m rng th trng cho mnh. IV. THCH THC

Xut pht t nhng im yu ca mnh, cng vi s cnh tranh v pht trin mnh m t cc i th trc tip, Pepsi-Cola ang phi i mt vi nhiu thch thc khc nhau. 1. i th trc tip Coca-cola

Phi sng sut tha nhn Coca Cola l thng hiu hng u v Pepsi vn cha vt mt c Coca Cola trn tm th gii. Tuy nhin ti Vit Nam, th phn ca Coca Cola li yu th so vi Pepsi. Chnh v th, Coca Cola ang lm ht sc ginh ly th trng cho mnh. Vi ni lc mnh m, Coca Cola ang tin hnh trin khai nhiu d n, k hoch ln nhm vo ngi tiu dng Vit Nam. Coca Cola lun l i trng tht s vi Pepsi trong mi quc gia. Nu l l, khng tip tc ci thin cht lng hng v hay mu m sn phm, trong tng lai Pepsi s phi i mt vi nhiu kh khn. 2. S ln mnh ca cc nhn hng nc gii kht ni a

Chin dch ku gi Ngi Vit dng hng Vit ang a cc nhn hng nc ngoi vo th kh. Bn cnh , cc sn phm t nhng doanh nghip nc gii kht trong nc cng 22

Marketing planGVHD: Th.S Nguyn Th Thu Tho ang pht trin ln mnh. Sn phm ngy cng c hon thin v to thin cm tt vi ngi tiu dng. y l cha k s am hiu tng tn nhu cu, th hiu vn lun l li th ca cc doanh nghip trong nc. 3. S thay i khu v t chnh ngi tiu dng

Ngi tiu dng Vit Nam ang ngy mt kht khe hn trong vn chn thc ung cho mnh. Vn hng v c quan tm hn, nhng phi m bo v yu cu sc khe. Cc thc ung gii kht c gas nh Pepsi hay Coca-Cola ang dn mt i trong s la chn ca ngi tiu dng Vit Nam. y tht s l mt thch thc ln trn con ng ci thin th phn hoc hng v c trng m Pepsi lu nay vn tn th v gi vng.

23

Marketing planGVHD: Th.S Nguyn Th Thu Tho

PHN 3: PHN TCH STP I.

NGHIN CU TH TRNG Trin + Pht + Trang 1. Bng iu tra th trng

Vi mc ch kho st thi ngi tiu dng vi sn phm Pepsi-Cola v th hiu ca mt nhm ngi i vi th trng nc gii kht hin nay, nhm chng ti tin hnh kho st 100 ngi ch yu l i tng sinh vin c th a ra nhng con s c th.
PEPSI QUESTIONNAIRE

GII TNH CA BN:

NAM

TUI CA BN :< 20

20-35

>35

1. a. b. c.

Ni n nc giai khat co gas, bn ngh ngay n sn phm no? Pepsi-Cola Coca Cola Khc

2. a. b. c.

Nu mua 1 chai nc gii kht Cola, bn s mua loi no? Pepsi-Cola 52% Coca Cola 46% Khc 2% 24

Marketing planGVHD: Th.S Nguyn Th Thu Tho

3. a. b.

Qung co ca hng no bn thy hp dn hn? Pepsi Coca Cola

4. a. b. c.

Bn thch hng v nc gii kht Cola ca hng no hn? Pepsi Coca Cola Khc

5. Bn tng ung Pepsi-Cola cha? a.

b.

Ri 100% Cha.L do: .

6. Mc thng xuyn ung Pepsi-Cola ca bn: a. b. c. d. 1 ln/1 tun (2%) 2 ln/1 tun (42%) 3 ln/1 tun 26% Khc:.

25

Marketing planGVHD: Th.S Nguyn Th Thu Tho 7. Bn bit n Pepsi-Cola qua : a. b. c. d. Phng tin truyn thng (bo ch, TV, Internet,..) (88%) Bn b, ngi thn gii thiu (6%) Tnh c ung th (3%) Khc:3%

8. Bn thng ung hoc mua Pepsi-Cola u? a. b. c. d. Cn tin trng hc (60%) Tim tp ha, siu th (9%) Qun nc (29%) Khc (2%)

9.Bn chn Pepsi-Cola v: a. b. c. d. e. Ngon Ph bin Qung co hay Mu m p Khc.

10.Chng trnh khuyn mi ca Pepsi c nh hng nhiu n sc mua ca bn khng? a. b. C (96%) Khng (4%)

26

Marketing planGVHD: Th.S Nguyn Th Thu Tho 11. a. b. c. Nu Pepsi tng gi, bn c tip tc mua khng? C (10%) Khng (15%) Khc (75%): nugicphhp.

12. anh gia tng quan v san phm Pepsi-Cola ,ban vui long anh (x) vao ban chon theo mc hi lng tng dn t 1 n 5: Mu ma chai Gia tin Chtlngsanphm Hng vi sanphm S lngquangcao S chngtrinhkhuynmai Mc hailongv sanphm 1 0 % 1 % 0 % 0 % 0 % 2 % 0 % 2 0% 5% 0% 0% 0% 6% 1% 3 15 % 31 % 12 % 6% 6% 65 % 10 % 4 48 % 45 % 33 % 54 % 72 % 22 % 18 % 5 37 % 8% 55 % 40 % 22 % 5% 71 %

13.Ban co gop y gi v sanphm Pepsi cuaPepsicokhng ? Nu co ghi ro gop y ca bn. Nu khng xin ban vui long cho bit ly do?

2. Phn tch kt qu iu tra:

Nhn xt: Trn th trng th gii, Coca Cola ni ting v chim nhiu th phn hn hn so vi Pepsi bi thng hiu lu i hn gn b vi ngi tiu dng. Nhng ti th trng Vit Nam, c bit l TP.HCM, Pepsi li ph bin hn (chim 51% so vi 46% caCoca Colav 100% u tng ung qua sn phm Pepsi-Cola). 27

Marketing planGVHD: Th.S Nguyn Th Thu Tho C nhiu nguyn nhn dn n thnh cng ca Pepsi-Cola, trc ht l Pepsi cmt tiVit Nam trc CocaCola, v th hng sm chim c nim tin ca ngi tiu dng vi thng hiu mnh, m bo cht lng sn phm m gi c li rt phi chng (94% cho rng gi ca Pepsi l ph hp v 88% cho rng cht lng ca Pepsi t 4-5/5). Thm vo , mng li phn phi ca hng rng khp c nc, nhiu i l, qun c ph, c bit l c quyn bn sn phm Pepsi ti h thng siu th ln nht c nc Co-op Mart. Bn c th d dng tm mua c 1 chai Pepsi-Cola hn l 1 chai Coca Cola (52% s mua Pepsi khi cn so vi 46% ca Coca Cola). Pepsi c bit y mnh chin dch qung co Marketing, s dng hnh nh ca nhng ngi ni ting Vit Nam qung b cho thng hiu ca mnh, cng lm tng thin cm ca gii tr- i tng khch hng ch yu ca Pepsi i vi sn phm ca hng (67% cho rng qung co ca Pepsi hp dn hn CocaCola v 94% cho thy Pepsi rt tch cc qung co sn phm ca mnh). 99% ngi c phng vn hi lng vi sn phm ca Pepsi v nu hng c tng gi sn phm th 75% vn s mua nu mc gi l ph hp.

II.

PHN ON TH TRNG Th trng thng c v nh mt ming bnh m nhiu ngi nhy vo vi mong mun chim c phn nhiu nht, phn ngon nht. Trong thp nin gn y, th trng nc gii kht Vit Nam pht trin rt si ng. Tuy nhin, khng phi c nhm mt ginh nhiu bnh l tt, nhng doanh nghip thng minh nh Pepsi c k hoch phn khc th trng c th - chia th trng ra lm nhiu khc sau chn phn m mnh c kh nng phc v v khai thc tt nht. 1. Theo nguyn tc a l:

PepsiCo Vit Nam c gng phn phi vi mng li dy c t thnh th ti nng thn, t ng bng n min ni, t Bc vo Nam. Song, PepsiCo ch yu vn ch trng nhng ni tp trung ng dn c, 28

Marketing planGVHD: Th.S Nguyn Th Thu Tho cc thnh ph ln: TP HCM, Bnh Dng, Qung Nam, Cn Th v sp ti l Bc Ninh. V th, sn phm Pepsi-Cola ca Pepsi xut hin khp mi ni, t cc qun n, qun gii kht quy m ln ln nh, t ng ph n hm nh Theo k hoch, s vn u t 250 triu USD s c PepsiCo tp trung cho c 3 min Bc, Trung v Nam nhm gia tng nng lc sn xut, gia tng trang thit b ti im bn, cng c sc mnh cho cc thng hiu v m rng danh mc sn phm ca Tp on. Tuy nhin, Pepsi quan tm n phn khc min Nam nhiu hn bi cc l do: Ngi min Nam a ngt hn ngi min Bc (i th cnh tranh Coca Cola c v thng th hn phn khc min Bc). Bao b ca Pepsi-Cola c sc lnh, mu xanh ph hp vi ngi min Nam; trong khi Coca Cola vi v bao mang cm gic m p chim nhiu cm tnh ca ngi vng lnh hn. 2. Theo nguyn tc tm l: Sn phm Pepsi-Cola chn cho mnh phn khc trung lu vi li sng yu i, nng ng. 3. Theo nguyn tc hnh vi: Mua Pepsi-Cola cho vic gii kht hng ngy, ngoi ra cn mua cho dp tic tng, sinh nht Cng tiu dng: thng xuyn. Mc trung thnh: cao. 4. Theo nguyn tc nhn khu hc: Hin nay, 57% dn s Vit Nam c tui i di 26, iu chng t gii tr l phn khc th trng v cng tim nm ca cc doanh nghip. Pepsi nm bt phn khc ny tung ra Pepsi-Cola, v v cng thnh cng khi c gii tr n nhn.

III.

LA CHN TH TRNG MC TIU Chnh sch tip th ca Pepsi nhng nm 1950 l nhm vo gii tr v c gii tr gi l Th h Pepsi. Cng ti hy sinh tt c mi loi th trng tr th trng cho gii tr. V khu hiu khi l Hy ha ng 29

Marketing planGVHD: Th.S Nguyn Th Thu Tho ung Pepsi. l chin dch u tin ca Pepsi tp trung vo phn khc gii tr, iu ny lm cho Pepsi ni ting nhng thp k tip theo. PepsiCo ht sc c gng tr hn, hp dn hn, v thch hp hn vi ngi tiu dng so vi cc i th cnh tranh v chin lc khng i ny gip cho sn phm Pepsi-Cola pht trin v gi c hnh nh nhn din c bn quan trng. Cho n tn hm nay, sn phm Pepsi-Cola ca PepsiCo Vit Nam vn gi vng cho mnh th trng mc tiu nhm vo nhm khch hng tr trung nng ng d kinh doanh bt k khu vc no.

IV. 1.

NH V SN PHM Khch hng mc tiu:

Ngay t khi ra i, s mnh ca Pepsi-Cola l dnh cho gii tr, la tui lun chy bng vi nhng nim am m v bu nhit huyt ca mnh. Nhm vo i tng khch hng trn, Pepsi u i cho sn phm ca mnh nhng t cht (t hng v n nhng cch thc marketing) cn thit i su vo lng lp ngi tiu dng ny. Vi v ngt m v lng gas ln, Pepsi-Cola mang li cho ngi tiu dng mt cm gic mi l v nng cm nhn n tn u cnh mi ging nh nhit huyt chy bng p ng c tm l thch tri nghim ca hu ht gii tr bi hng v ca n khc hn so vi cc 30

Marketing planGVHD: Th.S Nguyn Th Thu Tho loi sn phm nc gii kht khc trn th trng. 2. Li ch Pepsi-Cola mang n cho ngi dng:

Li ch u tin Pepsi-cola mang n cho ngi tiu dng l nh tan cn kht ca h, c bit vo nhng ngy h kh nng. Ngoi ra, Pepsi-Cola cn mang li s kch thch l lm ni u li v mt v nng kh qun, cm gic ny c tc ng rt tch cc n h thn kinh, to cm gic hng phn v si ng cho ngi tiu dng. Hn na, nhm vo i tng khch hng ch yu l gii tr, PepsiCola gip h th hin c s tr trung, nng ng ca mnh, mt phong cch ca con ngi mi, phong cch ca mt th h mi. 3. Cc li th cnh tranh gip thc hin li ch cam kt 3.1 i th cnh tranh a). i th cnh tranh trc tip Nhc n i th cnh tranh trc tip vi Pepsi, ci tn u tin v c l duy nht ch c th l Coca-Cola. D i n bt c th trng no, quc gia no, Coca-cola lun em li s e da tht s cho th phn cng nh li nhun ca Pepsi.

Ti th trng Vit Nam, d n tn thng

2 nm 1994, CocaCola mi t chn vo, so vi Pepsi c mt t 1991, nhng Coca-Cola cng nhanh chng to lng tin ni ngi tiu dng. Mng li phn phi hnh thnh sau, tuy nhin Cocacola thng minh khi chn nhng im bn l, cc xe bn do trong tng ng hm lm trng tm. Trong khi Pepsi nh vo gii tr cng khu hiu S la chn ca th h mi, th Cocacola li nh vo i tng cao tui hn, xem trng gi tr truyn thng su sc, cm xc. Cc chng trnh khuyn mi, hng ng World Cup, nh vo tm l yu bng

31

Marketing planGVHD: Th.S Nguyn Th Thu Tho

ca ngi dn Vit Nam cng c CocaCola ra sc khai thc song song vi Pepsi. Nhng chin dch qung b hnh nh ca i bn lun din ra si ni, honh trng.

b). i th cnh tranh tim tng Ngnh gii kht l lnh vc d u t v li nhun ln, v vy, ngoi Coca Cola, Pepsi c nhiu i th tim tng. D vn cn l mt lnh vc tng i nh, tr ung lin (RTD) tng trng trung bnh 45,5% hng nm t nm 2003 n nm 2008 v doanh s bn hng nm t mc 50 triu lt trong nm ngoi. Nhn hiu Tr xanh 0 do Tp on thc phm trong nc Tn Hip Pht sn xut chim 44% doanh s tr ung lin trong nm 2008. Mt hng nc gii kht chu khc l Universal Robina Corp xp th nh vi tr C2, chim 29,3% tng doanh s. Tuy nhin cc i th ny gp phi mt s kh khn , l phi c ngun vn ln v lng trung thnh ca khch hng hai yu t m PepsiCo Vit Nam ang nm gi. 3.2 Nhng cng c to s khc bit a). S khc bit v sn phm V ngt v nng ca Pepsi thch hp v c a chung hn ti Vit Nam. Bn cnh y, h thng phn phi cc ln cc ca hng thc n nhanh nh KFC, Pizza Hut hay cc nh hng, qun nc lun l u th ln ca Pepsi. C l v th, Pepsi vn ang chim th phn cao v n nh nht t nc hnh ch S ny. b). S khc bit v dch v nh vo i tng l gii tr, th h mi. Pepsi ch trng vo tm l yu bng ca ngi dn Vit Nam. T chc ngy hi bng thng qua
show qung co trn truyn hnh v c cc ch khuyn mi lin quan n bng , hay ung Ung Pepsi-Bt np trng thng, Ung Pepsi Trng xe Honda lm nn phong cch ca Pepsi. c). S khc bit v con ngi.

Cc nhn vin lm vic cho Pepsi lun c tuyn chn gt gao v c nng lc cao. Ch i ng tng xng vi trnh nhn vin ca mnh. Quan trng hn, nhng nhn vin ca Pepsi lun mang trong mnh tim thc s mt v thng hiu Pepsi, chnh iu l ng lc 32

Marketing planGVHD: Th.S Nguyn Th Thu Tho v l do nhng nhn vin y phn u, cng hin ht mnh cho cng ti.

33

Marketing planGVHD: Th.S Nguyn Th Thu Tho

PHN 4: CHIN LC MARKETING MIX

I.

Product - Chin lc sn phm 1. Li ch ct li ca khch hng khi mua sn phm Sn phm Pepsi-Cola pht trin trong bi cnh x hi cng nghip mi ngi n tht m v fast food rt nhiu nn Pepsi rt ph hp. Sn phm tin dng, bt np l c th thng thc ngay, gii kht tt, gip tiu ha tt, chng i, chng li cm gic tht m tha trong ming... m li khng gy nghin nh ru bia. Nn tng thnh cng ca Pepsi chnh l s cam kt lu di ca hng m bo quyn li ca khch hng. Tt c cc sn phm Pepsi-Cola ca PepsiCo u c m bo cht lng v an ton cho ngi tiu dng. 2.Cht lng, bn sn phm Pepsi tun theo mt tiu chun cht lng trn ton cu: tt c cc chai v lon Pepsi-Cola lun lun c mi v tut vi v sng khoi. Cc thnh phn ca sn phm t nc, hng v, ng, CO2, c pha ch vi quy trnh cng ngh hin i. Bn cnh , vic chun ho quy trnh sn xut, cht lng sn phm v h thng phn phi ca tng a phng cng c sp xp mt cch hon chnh m bo vic dng mt chai/lon Pepsi nh cng khin ngi ung cm thy mt m, sng khoi, thch th ging nh ung ngay sau khi mua. 3. 3.1 Chin lc sn phm: Chin lc ti nh v sn phm

Nhm gi vng v th cng ty nc gii kht hng u Vit Nam, PepsiCo phi tin hnh ti nh v sn phm Pepsi-Cola. Nm bt c nhu cu ung khng ch gii kht m cn th hin mnh ca gii tr, cng ti tung ra nhng phng thc khng nh v th ca sn phm Pepsi-Cola l Mt chn la ca thi i mi, mt Cola ca thi i mi. Thng qua vic qung b v chng trnh dng th sn phm so snh, PepsiCo khn ngoan mn Coca Cola lm n by khng nh sc mnh, sc mi ca sn phm Pepsi-Cola. 34

Marketing planGVHD: Th.S Nguyn Th Thu Tho Trong tng lai, PepsiCo Vit Nam c nhng nh hng cho vic ti nh v sn phm: To s khc bit trong cnh tranh, to v tr c bit trong tr nh ngi tiu dng v khch hng tng lai. Xc nh nhu cu khch hng thng qua dch v h tr trc tuyn 24/24. Theo di tnh hnh kinh t Vit Nam hin ti v d on nhng nm gn trong tng lai c k hoch di hn ph hp.

3.2

Chin lc pht trin sn phm

Vi mc tiu tha mn nhu cu khch hng th vic PepsiCo pht trin sn phm l tt yu. B phn R&D ca PepsiCo Vit Nam cho ra cc sn phm Pepsi-Cola mu, sau mang cc mu ny i th nghim khch hng xem xt mc t yu cu ca sn phm. l thnh t quan trng cho vic pht trin sn phm thch ng vi th trng Vit Nam. 4. Chin lc lin kt sn phm th trng

PepsiCo chn chin lc sn phm hin hu th trng hin hu mang sn phm Pepsi-Cola n gn vi ngi tiu dng Vit Nam. Chin lc th hin : Khai thc trit nhm khch hng trung thnh ca mnh thng qua vic m bo mc gi n nh, lng cung cp u n; cng c v gi vng hnh nh, cht lng sn phm cng nh hon thin dch v. Tin hnh tn cng nhm khch hng hn hp nhm khch hng va tiu th sn phm Pepsi-Cola, va tiu th cc nhn hiu khc nh Coca Cola, Chng DngPepsiCo Vit Nam m rng th phn bng cch phn u ginh th phn khng ch. Ngy nay, th phn sn phm Pepsi-Cola Vit Nam l 14.9%, sn phm Coca Cola ca hng Coca ng sau vi 12.7%.

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Marketing planGVHD: Th.S Nguyn Th Thu Tho Thu ht khch hng ca i th cnh tranh thng qua vic nm bt thng tin, th hiu ngi Vit Nam, t PepsiCo Vit Nam chn thi c thch hp, tung ra nhng chin dch qung co hiu qu, kt hp tt vi cht lng u vit, dch v thun li. II. Price Chin lc gi

Chin lc gi ca Pepsi-Cola ch ni bt hai giai on: giai on th nht l khi Pepsi khi mi tip cn th trng Vit Nam v giai on th hai l khi Coca vo Vit Nam, Pepsi phi iu chnh gi thnh tng sc cnh tranh. Khong u thp nin 90, khi Vit Nam bt u m ca th trng th trong nc hu nh khng c mt nhn hiu nc ngt no c thng hiu ngoi thng hiu x x c t trc 1975 v thng hiu Tribeco (mt hng nc ngt lin doanh vi c); th trng nc gii kht Vit Nam a phn l cc loi nc gii kht khng nhn hiu, nh l, cng ngh lc hu,sn xut gia cng ti h gia nh. Vo thi im , Pepsi k hp ng xm nhp vo th trng Vit Nam. Vi ngun lc di do cng sc mnh thng hiu, ngay lp tc sn phm Pepsi-Cola thng lnh th trng Vit Nam t Nam ra Bc. Bng hnh thc khuyn mi h gi thnh sn phm, trong mt thng u trin khai, Pepsi-Cola nhanh chng h gc cc i th cnh tranh nh l trong nc cng nh y Tribeco xung ph sn, buc phi chuyn i hnh thc kinh doanh thnh sa u nnh. n cui thp nin 90, Coca Cola xm nhp vo th trng Vit Nam. Cng l mt hng nc gii kht c uy tn, cht lng trn th gii, Coca nhanh chng h gi thnh sn phm chy ua th phn vi Pepsi-Cola. Nhng ti thi im ny, php lut Vin Nam c nhng iu khon trong vic hn ch s chy ua gi ginh th phn, ng thi lc by gi Pepsi cng kp iu chnh gi tng t Coca Cola. Do , gi c ca sn phm Pepsi-Cola sc cnh tranh linh hot v cuc chin gi khng cn l yu t quyt inh n th phn ca Pepsi-Cola ti Vit Nam.

III.

Place Phn phi

Cc doanh nghip hin nay u mang sn phm n ngi tiu dng cui cng trn th trng Vit Nam thng qua cc trung gian phn phi. iu ny gip doanh nghip tit kim chi ph nhng khng nh hng n vic m rng quy m. Nhng trung gian phn phi ny hp thnh mt h trng knh phn phi tp hp nhng c nhn hay nhng c s kinh doanh ph thuc ln nhau lin quan n qu trnh to ra v chuyn sn phm hay dch 36

Marketing planGVHD: Th.S Nguyn Th Thu Tho v t nh sn xut n tay ngi tiu dng. PepsiCo cng tip cn vi ngi tiu dng Vit Nam thng qua cc trung gian nh vy. D l mt i gia ln trong ngnh nc gii kht vi tim lc mnh m v ti chnh nhng PepsiCo khng trc tip mang sn phm ca mnh n tay ngi tiu dng m xy dng mt mng li phn phi rng khp. Ni tip bc ngot ngon mc nh tan cc i l nc ngt ni a ca Vit Nam, PepsiCo tin ti thit lp h thng phn phi trn ton ci Vit Nam, nhm gip sn phm Pepsi-Cola c sc n su, bm r ln vo th trng. Bn cnh cc i l v tng i l, PepsiCo cn xm nhp hu ht cc qun c ph, qun cc (ni qung b v tiu th mt lng rt ln sn phm Pepsi-Cola). Vy, PepsiCo c nhng knh phn phi ch yu l: knh marketing truyn thng - sn phm s c chuyn n tay ngi tiu dng thng qua nhng trung gian bn hng, tc l cc nh bn l v cc i l.

IV.

Promotion Xc tin thng mi

Sn phm nc gii kht Pepsi d c h thng sn xut hin i, hng v truyn thng, ngt nng, ph hp vi ngi Vit Nam n my, th chin lc xc tin, qung b sn phm mi chnh l phng tin hu hiu a Pepsi n gn hn vi ngi tiu dng, v t c doanh s khng l nh hin nay. Trong qu trnh trin khai chin lc, Pepsi nm v hiu r tng tri thi Bit Hiu Thch Chung Tin v Mua ca ngi tiu dng, t p dng mt cch hiu qu cc cng c h tr y sng to. Chng ta hy cng xem r, h p dng chng nh th no. 1. Qung co

PepsiCo la mt trong s it cac cng ti danh mt s tin tng ng chi phi san xut anh bong thng hiu ngay t khi mi thanh lp. Tiu biu l vic i tn bai hat thanh Pepsi-Cola Hits The Spot nm 1940 c tap chi LIFE anh gia la bai hat bt hu ; Be Sociable, Have 37

Marketing planGVHD: Th.S Nguyn Th Thu Tho A Pepsi; Th h Pepsi t nm 1946-1964;Joy of Pepsi nm 1999; va gn y nht la Say bao Pepsi, a qua Pepsi i! th trng Vit Nam.

PepsiCo cn n vi khch hng qua cc phng tin nh phiu thng, ki thi co thng, nhng cuc trin lam thng mai va cac hoat ng khuyn mai khac.Trong nhiu nm, Pepsi con tin hanh Li mi Pepsi mt kiu quang cao v khu vi mi goi khach hang dung th Pepsi-Cola so sanh vi Coca Cola. Khach hang a bi thu hut bi nhng tro phiu thng, s x cua PepsiCo 2. Quan h vi cng chung

Pepsi rt am hiu tm ly cua Ngi Vit, v vy chin lc cng ngh tip thi cua ho lun rt thanh cng. Cung nh vy ma Pepsi lun y lui bt c t phan cng gianh git thi trng nao cua cac hang canh tranh trong thi trng nc giai khat. Mt vi du in hinh o la vic nh vo tm l yu thch bng v tm l t ho dn tc ca ngi Vit, Pepsi t chc ngy hi bng thng qua show qung co trn truyn hnh, vi hnh nh cu th bng Vit Nam c yu thch nht thi by gi, biu din tng bng cng vi cc danh th hng u th gii. Khu hiu Ung Pepsi l ng h i tuyn quc gia Vit Nam vn ra u trng quc t cng show qung co lp tc khin doanh s bn ra ca Pepsi tng vt , ng thi chim cm tnh ca ngi tiu dng.

Mt khac , nhng ngi ti gii lm vic cho Pepsi cng gn nim t ho c nhn ca h cng vi thng

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Marketing planGVHD: Th.S Nguyn Th Thu Tho

hiu Pepsi,vi vy h s bo v thng hiu ny ti cng ( cng l mt c im tm l ca ngi Vit). Va chc chn Pepsi khng bao gi ng qun trn chin thng, cuc chin ton cu gia cac i th truyn kip gip Pepsi kinh nghim lun cao cnh gic. Vi tnh hnh cnh tranh trn, Pepsico cung y nhanh chin lc bng vic s dung hinh anh nhng chic xe ti nh mang hnh nh ca thng hiu Pepsi ung dung ch hng ti b cho cc i l v qun c-ph 3. Hi ch trin lam thng mai

Cc hi ch thng mi l thnh t ch cht trong nhng n lc marketing ca hu ht cc cng ti. Mt khac, cc hi ch thng mi c bit c li v chng cho PepsiCo c hi tip cn v s khch hng tim nng, nh u t, nh phn tch trong ngnh v nh bo ch trong mt khong thi gian rt ngn.

PepsiCo a sm nhn bit c cac li ich ma hi ch trin lam mang lai nn a tham gia vao rt nhiu hi ch trin lam, tiu biu l: hi ch Quang trng D, Trung tm Hi ch trin lm Ging V (H Ni) din ra mt chng trnh ca nhc mang ch "Pepsi vi m nhc". Chng trnh l mt mt xch quan trng trong chin dch khuyn mi rm r ca PepsiCo VN trong nm 2004. y cng l mt cch PepsiCo c cac phng tin thng tin ai chung mt ti ma khng cn thit phai tn qua nhiu chi phi cho vic nay . 4. Vn minh thng mi

y chinh la vn quan trong nht chim c thin cam cua khach hang. PepsiCo a khng ngng cai thin va nng cao vic kinh doanh theo ung chun vn minh thng mai. C th: Giup cac chu ai ly phn phi san phm hiu ro hn v san phm cua minh. Ban hang vi mc gia phu hp vi ngi tiu dung.

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Marketing planGVHD: Th.S Nguyn Th Thu Tho

Thng xuyn thc hin cac phng phap tip cn nhm muc ich tim hiu phan hi cua khach hang. Thng nht quan im v san phm cua ngi ban i vi khach hang.

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