AWESOME KNIGHTS GROUP EXERCISES

1. Introduction
Our group chose the beverage product line of Coca-Cola Vietnam Beverage Co.,
Ltd - one of the most famous international brands in Vietnam.
Name of foreign trading country: Coca-Cola Indochine Pte.Ltd., Singapore
Short name: Coca-Cola
Operating in Vietnam since 1994, Coca-Cola Vietnam Beverage Co., Ltd plays
an executive role, including manufacturing and distributing these globally branded
product lines in the Vietnamese market.
Besides, two brands that compete directly with this brand are Suntory PepsiCo
Vietnam and Tan Hiep Phat Beverage Group (THP).
2. Choose a template
2.1. Brand selection criteria
 Quality
 Taste and sweetness
 Designs, colors
 Price
 Promotion
 Trademark
2.2. Collected data
Link form:
https://docs.google.com/forms/d/e/
1FAIpQLSd2pjDDtS6ftv41BPFkIcyWfWwQcwC0yQIEz1voVLnD7Vqs7g/
closedform
After conducting the survey, our team collected the following data:
Table 2.1. Criteria-based score data sheet
%
Criterion Importance Importance Brand
Coca- Cola Pepsi THP
Quality 9,05 0,19 8,45 8,05 7,2

GROUP: AWESOME KNIGHTS 1

 Taste and sweetness 8.55 0,18 8,25 7,5 6,45
Style, color 6,85 0,15 8 7,4 6,3
Price 7,85 0,17 8,3 8,15 7,05
Promotion 6,3 0,14 6,25 6 5,4
Trademark 8 0.17 8,45 8,05 6,85
Total score 46,6 1

Explain
Importance is calculated as the average of each criterion plus the collected data.
Percentage importance of each criterion:
 Quality: 9.05/46.6= 0.19
 Taste and sweetness: 8.55/46.6= 0.18
 Style, color: 6.85/46.6= 0.15
 Price: 7.85/46.6= 0.17
 Promotion: 6.3/46.6= 0.14
 Brand: 8/46.6= 0.17
Each criterion of each brand is also averaged from the collected data.
Table 2.2 Total score of all criteria based on % importance of each
brand
Criteria % Importance Trademark
Coca- Cola Pepsi THP
Quality 0,19 8,45 8,05 7,2
Taste and sweetness 0,18 8,25 7,5 6,45
Style, color 0,15 8 7,4 6,3
Price 0,17 8,3 8,15 7,05
Promotion 0,14 6,25 6 5,4
Trademark 0.17 8,45 8,05 6,85
Total score 1 801,3 758,4 659,3

Explain

GROUP: AWESOME KNIGHTS 2

 Next, based on the table above, we calculate the total score of all criteria based
on % importance for each brand:
 Total Coca-Cola brand score:
(8.45*0.19+8.25*0.18+8*0.15+8.3*0.17+6.25*0.14+8.45*0.17) *100=801.3 (points)
 Pepsi brand total score: similar
 Total THP brand score: similar
3. Draw the chart

After obtaining all the above information, the group proceeds to draw a chart:

Figure 3.1. Graph of total attribute scores of three brands

Comment:
Looking at the chart above, we see that the total attribute score of the Coca-Cola
brand is the highest, followed by Pepsi and finally Tan Hiep Phat.
So what is the reason for the high or low total score, let's look at the next chart

GROUP: AWESOME KNIGHTS 3

 Attribute Ratings and Importance
10
9
8
7
6
5
4
3
2
1
0
Quality Taste and Designs, colors Price Promotion Trademark
sweetness

Coca- Cola Pepsi THP Importance

Figure 3.2. Attribute Ratings and Importance

The lowest scores of all 3 brands fall on Promotion
Besides, Importance falls into attributes such as Quality, Taste and sweetness,
price, Trademark but in these attribute Coca-Cola always has a higher score than the
other two brands so that the total score of Coca-Cola is also high. than.
From that, it can be seen that the two competing brands of Coca-Cola need to
improve their scores in the attributes Quality, Taste and sweetness, price, and
Trademark to be able to raise the total attribute score to a competitive level equal or
high. than Coca-Cola
Finally, through a sample survey of 20 people in the target market of Coca-Cola,
we find that most of Coca-Cola's attributes are preferred by many people over the two
competing brands.

GROUP: AWESOME KNIGHTS 4