RMIT UNIVERSITY IN VIETNAM

Assignment Cover Page

 Subject Code MKTG 1417

 Subject name Global branding
 The title of assignment Assignment 1B -Reflection 2
 Student name Nguyen PhamThien An
 Student number S3818385
 Lecture name Ngoc LB
 Assignment due date 21thNovember,2022
 Number pages including this 2 pages
one
 Word accounts 700 words

PepsiCo manufactures bottled water under the Aquafina brand that has been filtered.
The first Aquafina filtered water was created and sold in Wichita, Kansas, in 1994. The
brand then spread fast to the majority of nations on the planet, including the United
States, Spain, Canada, Turkey, and even Vietnam.Futhermore,Aquafina swiftly caught
up to the other major drinking water companies' rapid growth, competing with names
like Aqua from Indonesia, Aqua Minerale from Greece, and Dasani cited by
amis.misa.vn. This essay will be examine Aquafina brand in Canada and Vietnam
market in recent years with both adaptation and standardisation evaluation

The Aquafina brand will apply STDP marketing strategies in the international market
( Canada ). The Aquafina brand will focus on the main target customer at the age
around 18 to 67 years old due to water being a vital role in human lifestyle, and these
ages are quite consump a lot of water bottles. Furthermore, there are also four market
segmentsl of the Canadian buyer . Firstly, the location is the important factor to
determine the brand whether it’s successful or not . For these reasons, Aquafina chose
to display the products at the Canada supermarkets,such as Target mart of canada,
superwafer locations due to these places have different brands in different product
categories. For these reasons, Aquafina wants to join these locations because it will be
an advantage for the PepsiCo company to approach the Aquafina brand to the
international customer easily,and these supermarkets are located in each places of
Canada . Aquafina water bottle brand brings the benefits for Canadian buyers to
reduce hot and bring fresh energy during the day with convenient bottles. Furthermore ,
the usage of the Aquafina brand is from medium to high level of users . For these
reasons, Aquafina brand has high brand equity in the foreign purchaser in Canada . On
the other , the Canadian consumer’s lifestyle is a healthy and active lifestyle due to
Canadian prefer to play sports and do exercise every day . For these reasons,
Aquafina brand is the best choice of water bottle options for the users to drink water
everyday . Last but not least , the positioning strategy of Aquafina and other Canada
local water bottle companies,such as Evian, Dasani,Fiji . Mostly Canadian customers
focus on environmental protection that’s why plastic bottle still use but it must be easy to
recycle to protect the environment.For these reasons , this positioning strategies will
focus on environmentalism from each water plastic bottle brand in Canada .Firstly,both
Aquafina brand and Dasani brand have the same competitive price with very low price
to attract the buyers. However, Aquafina brand also has one hundred recycle as well as
other local and international water plastic bottle brands . Meanwhile the quality of the
water plastic bottle of Evian and Fiji is higher than Aquafina and Dasani . As a result ,
Aquafina is the medium brand of the water plastic brand with the cheap price and the
adaptation of Aquafina in Canada does not bring the break-through for the brand .

Finally , Aquafina brand also apply the adaptation and standardlism in 4ps marketing
and PTSD marketing stratergy ,such as product, promotion, price and place in .
Aquafina has competitive prices with other Vietnamese water plastic bottle brands,
such as Vinh Hao , Lavie and wami cited by amis.misa.vn .Futhermore, The price in
Vietnam market of Aquafina bottled water is about 4500vnd - 5000vnd with 500ml bottle
which is equivalent to other brands available on the market so the competitive pricing
strategy helps Aquafina collect large numbers of revenue in Vietnam cited by
brademar.com ( price ) . On the other hand , Aquafina brand have different marketing
promotions to attract the customers,such as Aquafina Vietnam International Fashion
week (promotion ) . Futhermore, Aquafina have an advantage in the market when the
Aquafina products distribute the channel in the supermarkets and large retailers such as
Big C , Metro , Aeon mall and so on cited by marketing gai.vn (location) . Futhermore,
Aquafina just only created one style product of Auquafina in Vietnam is around 500ml,
335ml, 1.5ml and 5L which is meet the customer demand cited by aquafinawater.net.
As a result, the Aquafina brand is successfully to adapt the cultural of Vietnamese
customer by increasing the cheap prices to connect to the buyers and do the exactly
distribution channel in the supermarket and retailers to approach the brand and
products in the customer’s perception.

In conclusion, the Aquafina brand is more successful with adaptation stratergy than
standardlism stratergy in an international market because Aquafina is successfully with
4ps marketing to understand the customer behavior and recall the Aquafina brand
equity in the foreign market

REFERENCES

 amis.misa.vn,” Phân tích chi tiết chiến lược Marketing của Aquafina “ , <
https://amis.misa.vn/29911/chien-luoc-marketing-cua-aquafina/?
gclid=Cj0KCQiAveebBhD_ARIsAFaAvrHBo0LqRMBicNRymmebXTRvSdqHxs-
66CguJf43ovEw_LanV-pgHbYaAj-3EALw_wcB>[Accessed 8thNovember,2022]
 marketingai.vn,” Chiến lược Marketing mix của Aquafina: “Ngựa chiến” của
Pepsico”,< https://marketingai.vn/chien-luoc-marketing-mix-cua-aquafina-ngua-
chien-cua-pepsico/>[ Accessed 9th November,2022]
 brademar.com,” Chiến lược Marketing của Aquafina”.<
https://brademar.com/chien-luoc-marketing-cua-aquafina/>[Accessed
8thNovember,2022]
 swater.vn,” AQUAFINA – VỊ NGON CỦA SỰ TINH KHIẾT”,<
https://swater.vn/aquafina/>[Accessed 10th November,2022]
 segmentationstudyguide.com,” Understanding the STDP Process in Marketing
“,<https://www.segmentationstudyguide.com/understanding-the-stdp-process-in-
marketing/>[Accessed 6thNovember,2022]
 walmart.com,” Aquafina Purified Bottled Drinking Water, 16.9 oz, 32 Pack
Bottles”,< https://www.walmart.com/ip/Aquafina-Purified-Bottled-Drinking-Water-16-9-oz-32-
Pack-Bottles/20704081>[Accessed 5thNovember,2022]
 thefoodxp.com,” Aquafina Water Prices”,< https://thefoodxp.com/aquafina-water-
prices/>[Accessed 8thNovember,2022]
 aquafinavietnam.com,” Aquafina”,< https://aquafinavietnam.com/thuong-
hieu>[Accessed 10thNovember,2022]
 aquafinawater.net,” Sơ lược về nước uống Aquafina – Sang Phát Water”,<
https://aquafinawater.net/gioi-thieu/>[Accessed 11thNovember,2022]
