I.

Industry description and outlook

PepsiCo Corporation founded in 1965, based in Purchase, New York, is the second-largest
American food and beverage company with a product line of 22 products sold in more than 200
countries around the world.

In1994, PepsiCo entered the Vietnamese market and this company was greeted with a positive
response from the Vietnamese community at the time.

Three sections are categorized into Pepsi Brands: Pepsi Max (low-calorie), Diet Pepsi, and Pepsi
Next (60% less sugar). In this way, Pepsi soda adopts one product and several market divisions'
segmentation approach. Pepsico announced a new range of items called Pepsi Lemon Zero
Calories. While this form of Pepsi was introduced a few years ago in international markets, it has
only appeared in Vietnam so far, and this product has a distinct crust in this beverage that varies
from most typical Pepsi lines. Pepsi lemon-flavored has a striking matte black crust of the classic
blue color that is incredibly personal. With exclusive and designable Matte material packaging, it
conveniently stores and takes anywhere.
 II. Market analysis
1. Segmentation
Geographic - Region: domestic and international
countries.
- Density: urban and rural areas.
Demographic - Age: 10-40
- Gender: males and females.
- Life-cycle stage:
 Fitness people
 Health-conscious people
 People who are obesity and
diabetes
- Income: average, above average and high
earners.
- Occupation: student, employees and
maybe professionals.
Behavioral - Benefits sought: refreshment, enjoying
good taste, satisfaction of a habit.
- User status: regular users
Psychographic - Social class: working class, middle
class and maybe upper class.

Customer target market analysis

Changing attitudes and values for healthy choices influence the habits and dynamics in customer
purchasing within the sector. When individuals feel more and more health-conscious and
nutrition over time, the inclination of individuals to ensure that they are looking at healthier
alternatives of carbonated and soft drink has increased. As a result, the request for beverages that
are low in calories, low in sugar and free of preservatives is rising, and Pepsi launched product
lines to address athletes and overweight persons.
In Vietnam, Rap Viet has become the most prevalent reality TV show recently, covering the
newspapers and social networks. On the network platform, this is also a program with a large
view. According to the manufacturer, the finale of this program at one point reached more than
1.1 million accounts watching at the same time online. Many rappers have become more popular
than ever after participating as judges, coaches or contestants at Rap Viet, and many trends also
originated from Rap Viet. Therefore, it is clear that thank for being the main sponsor of the
program, Pepsi has become more popular in the community.

2. Competitor (Diet Coke)

A big competitor of Pepsi Diet is Diet Coke. This is a sugar-free soft drink launched by the Coca
Cola Corporation in the United States of America. Diet Pepsi and Diet Coke cost almost same,
but it is a matter of consumer taste choice to choose one drink over the other.

A lot of the same ingredients but in different amounts are contained by Diet Coke and Diet Pepsi.
That include carbonated water, caffeine, coloring with caramel, phosphoric acid, natural flavors,
citric acid, and aspartame. According to HowStuffCompares, 40 mg of sodium, 45 mg of
caffeine, and 18 mg of potassium are in a 12-ounce container of Diet Coke, while 35 mg of
sodium, 35 mg of caffeine, 30 mg of potassium, 41 mg of phosphorus, and 177 mg of aspartame
are in a 12-ounce can of Diet Pepsi. One beverage has no dietary benefit over the other because
they both have 0 calories, 0 carbohydrates, 0 protein, and no vitamins or minerals like calcium or
iron.

3. SWOT Analysis
Strengths - Outstanding branding and promotion
- Outstanding distribution and affordability
- No sugar, presumed healthy for persons
who are health conscious and diabetic.
Weaknesses - Aerated beverages that are not popular
with health-conscious individuals
- Artificial sweetener does not taste the
 same as the original Pepsi
Opportunities - Efficient Pepsi brand leveraging
- Advertise further (exp: Rap Viet)
- Buy rivalry out
- More Awareness of labels
Threats - The risk from other competitors of
carbonated drinks
- Challenge from replacements, such as
fruit juices
- Health-conscious persons boycott

https://marshall-johnstonmm.com/2015/08/10/diet-sodas-a-declining-beverage-segment/

https://www.wsj.com/articles/pepsi-cola-replaces-diet-coke-as-no-2-soda-1427388559

http://www.howstuffcompares.com/doc/d/diet-coke-vs-diet-pepsi.htm
DATA ANALYSIS
We did a focus group with 11 people who are students in some different universities (18-22 years
old). This focus group was carried out for study purposes of the consumer behavior of Lemon-
flavored Pepsi (zero calories) product. The purpose of this study was to demonstrate people's
propensity to do consume soft drinks. The presumption was that individuals tended to Lemon-
flavored Pepsi rather than the original one because of a health-conscious lifestyle.

After having a discussion, the results showed that most interviewees (9 people) watched Rap
Viet, so that as the main sponsor, Lemon-flavored Pepsi was mentioned many times so that
affected their decisions to try it, and parties, fast food and convenience store are where Pepsi was
consumed the most. The number of participants who take interest in health is much greater, at 8
people, and besides water, they consumed fruit juice rather than a soft drink. This is because
most of them concerned about the level of sugar as well the use of artificial flavorings and
sweeteners in a can of soft drink, while one of two main sweeteners of Lemon-flavored Pepsi is
aspartame – a substance that is harmful to health. Besides that, the most thing that influenced
their decisions was taste, but when evaluating the level of satisfaction with this product (on a 5-
point scale), one interviewee chose 1, one chose 2, one chose 4, and others chose 3. It can be
seen that Lemon-flavored Pepsi was prevalent but it did not become the favorite drink because
most of them tried it once and will not purchase again.