MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH UNIVERSITY OF TECHNOLOGY

FACULTY OF ENGLISH LANGUAGE

ENGLISH FOR
MARKETING
PROJECT REPORT
EXECUTIVE SUMMARY

Student’s names – Student’s ID Class: 20TA_N1_05

1. Nguyễn Thị Ngọc Trinh – 2082000462 Instructor: Võ Quốc Đại
2. Nguyễn Đăng Quang – 2082000262
3. Vương Triệu Kiều Anh – 2082000104
4. Đặng Thị Như Duy – 2082000406
 HO CHI MINH CITY, November 9th, 2023

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY
FACULTY OF ENGLISH LANGUAGE
------------------------

ENGLISH FOR MARKETING

PROJECT REPORT
EXECUTIVE SUMMARY

Student’s names – Student’s ID Class: 20TA_N1_05

1. Nguyễn Thị Ngọc Trinh – 2082000462 Instructor: Võ Quốc Đại
2. Nguyễn Đăng Quang – 2082000262
3. Vương Triệu Kiều Anh – 2082000104
4. Đặng Thị Như Duy – 2082000406
HO CHI MINH CITY, November 9th, 2023
 TABLE OF CONTENTS

TABLE OF CONTENTS

Part 1: Introduction ……………………………………………………….Page 1

Part 2: Audit……………………………………………………………….Page 3

Part 3: Objectives………………………………………………………….Page 6

Part 4: Segmentation………………………………………………………Page 8

Part 5: Strategy and tactics………………………………………………...Page 11

Part 6: Conclusion ……………………………………………...…………Page 20

Comments of the instructor .………………………………………………Page 21

TABLE OF FIRGURES
Firgure 2.1 ………………………………………………………………...Page 5
Firgure 5.1 ………………………………………………………………...Page 15

TABLE OF CHART
Chart 5.1 …………………………………………………………………..Page 14
 PART 1
INTRODUCTION
HISTORY, PRODUCT AND GOALS:
Suntory PepsiCo Vietnam Beverage Company (SPVB), is 100% owned by foreign
capital and is a strategic alliance between PepsiCo Inc. and Suntory Holdings
Limited, which was officially formed in April 2013. SPVB is one of Vietnam's
leading beverage companies, providing a diverse portfolio of domestic favorites
such as Sting, Lipton, Pepsi, TEA+ Oolong Tea, and 7Up,…Recently, our company
realized that clean drinking water in many places around the world is not an easily
accessible resource. Many health conditions occur due to the consumption of
unpure drinking water, which is why nowadays everyone prefers consuming RO
filtered or bottled water only. Keeping this in mind, WAFEE has come up with
technologies such as the hydro 7 filtration technology that filters water and provides
the best quality of drinking water in favor of the consumers. Currently, Suntory
products are available nationwide, and customers who buy products can directly
launch drugstores, large and small grocery stores, supermarkets, and convenience
stores near where they live and work a job to work.
And then that will be redistributed to retailers across the city. For products to be
delivered to sales agents and customers, we also cooperate with partners on online
platforms and shipping companies such as Super Economic Fast Delivery; Laha
move, or currently hot online shopping applications such as TiKi, Lazada, Shopee
and the bestshop of e-commerce in Vietnam, helping customers access products
quickly and easily. The Suntory product has a wide range of customers that fall into
various distribution channels. Suntory has its client market to be predominantly
young (adolescent) and WAFEE primarily targets active, health-conscious adults
who are looking for premium quality bottled water that can suit their taste and
lifestyle. WAFEE sets the benchmark for advertising and branding. The
promotional strategy of WAFEE focuses on aggressive marketing through ad
campaigns using media like TV, online ads, print media, sponsorships, etc. WAFEE
engages in the following major sponsorship events like hidden singer, Vietnam Idol,

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etc. In addition, advertising by posting posters in the elevators at universities or
shopping centers, to promote the brand to people to know about our products; And
even those who have trusted us will also play a big part in making our products
known to more people with the “Word of mouth marketing” method that enhances
the credibility and value products of WAFEE. Suntory competitors are Cola, Tan
Hiep Phat, Red Bull, Tan Quang Minh, Interfood, Monster Energy, La Vie,..
Shortly, our company will launch many new products with many great uses for
customers. With the trust and companionship of our customers, it also contributes to
the motivation and improvement of our products, which are constantly innovating.
Hopefully, in our upcoming plans, we can develop further not only in our homeland
but also bring the Vietnamese Brand to the world.

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 PART 2
AUDIT
STRENGTHS
• WAFEE has a strong backing from Suntory PepsiCo Vietnam Beverage, which is
a joint venture between PepsiCo Inc and Suntory Holdings Limited.
• WAFEE is a unique and innovative product that combines the refreshing taste of
water with the aroma and flavor of coffee.

• WAFEE appeals to health-conscious consumers who want to enjoy coffee without

added sugar, calories or caffeine.

• WAFEE leverages the strong brand reputation and distribution network of Suntory
Pepsico Vietnam, a leading beverage company in the country.

WEAKNESSES

• WAFEE faces high competition from existing brands such as Aquafina, Lavie,
Dasani, Vinh Hao, hindering the increase in market share for WAFEE.

• WAFEE may not appeal to traditional coffee drinkers who prefer hot and strong
coffee or to water drinkers who prefer pure and natural water.

• WAFEE may have high production and distribution costs due to the use of natural
ingredients and flavors.

• WAFEE may also have to deal with regulatory and quality issues, such as
ensuring the safety and shelf-life of its product.

OPPORTUNITIES

• WAFEE can expand its market share by introducing different variants of coffee
flavors, such as latte, mocha, cappuccino, etc.

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• WAFEE can explore new channels of distribution, such as online platforms,
convenience stores, vending machines, … to reach more potential customers and
increase its visibility and accessibility.

• WAFEE can also partner with other businesses, such as restaurants, hotels or
retailers who can offer its product to their customers.

• WAFEE can capitalize on its novelty and differentiation to create a loyal customer
base and generate positive word-of-mouth and social media buzz.

THREATS

• WAFEE may face negative feedback or critisism from consumers who do not like
its product.

• WAFEE may lose its competitive edge if other competitors copy or imitate its
product concept or offer similar or better products at lower prices or higher quality.

• WAFEE may suffer from fluctuations in raw material costs or supply chain
disruptions that affect its production and profitability.

• WAFEE may be affected by changes in consumer preferences, tastes or trends that

reduce its demand or popularity.

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Figure 2.1: SWOT Analysis of WAFEE

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 PART 3

OBJECTIVES

THE FIRST GOAL

 Specific: Provide high-quality water coffee for coffee lovers, health-
conscious individuals and increase sales of WAFEE by 20% within the next
fiscal year.
 Measurable: Track the number of students, faculty, and staff who purchase
WAFEE, as well as their satisfaction levels through surveys and compare
them to the previous year's sales to measure progress toward the 20%
increase goal.
 Achievable: Implement targeted marketing campaigns to raise awareness of
WAFEE and its unique benefits among health-conscious individuals and
coffee lovers.
 Relevant: Focus on expanding distribution channels in college campuses,
health food stores, and online platforms to reach the target market
effectively.
 Time-bound: Achieve the 20% increase in sales within the next fiscal year,
with regular monitoring and evaluation throughout the period to ensure
progress is on track.

THE SECOND GOAL

 Specific: Increase brand awareness of WAFEE among health-conscious
individuals by securing partnerships with three influential fitness influencers
within the next six months.
 Measurable: Track the number of collaborations secured with fitness
influencers and measure the increase in brand mentions and social media
engagement during the partnership period.

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  Achievable: Conduct thorough research to identify relevant fitness
influencers with a strong following among the target audience and establish
meaningful partnerships that align with the brand's values.
 Relevant: Targeting health-conscious individuals aligns with the unique
characteristics and potential health benefits of WAFEE.
 Time-bound: Secure partnerships with three fitness influencers within the
next six months.

THE THIRD GOAL

 Specific: Expand distribution of WAFEE to 20 new college campuses within
the next year.
 Measurable: Track the number of new college campuses where WAFEE is
available for purchase and monitor sales data from these locations.
 Achievable: Identify college campuses with a high population of health-
conscious students and establish partnerships with campus cafes or retailers
to offer WAFEE as a beverage option.
 Relevant: College campuses are a target market for WAFEE due to its appeal
among college students seeking a lighter and healthier alternative to
traditional coffee.
 Time-bound: Expand distribution to 20 new college campuses within the
next year.

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 PART 4

SEGMENTATION / TARGETING/ POSITIONING

SEGMENTATION:

Behavioral
Needs WAFEE coffee-flavored water can be a refreshing and
convenient way to enjoy the taste of coffee without the
calories. It can also be a good option for people who
are looking for a healthier alternative to sugary drinks
Benefits sought Some of the benefits that consumers may seek when
purchasing WAFEE coffee-flavored water include:

o A refreshing and convenient way to enjoy the

taste of coffee
o A healthier alternative to sugary drinks
o A calorie-free and low-caffeine option
Thoughts Consumers may have a variety of thoughts about
WAFEE coffee-flavored water. Some may be curious
about the taste, while others may be skeptical about
whether it can truly replicate the experience of
drinking coffee
Rate of use The rate of use for WAFEE coffee-flavored water is
likely to be highest among young adults and
millennials, as well as people who are looking for a

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 convenient and portable way to get a caffeine boost
Purchase relationship WAFEE coffee-flavored water is a new product, so
consumers will likely be in the trial stage of the
purchase relationship. However, if consumers enjoy
the product, they are likely to become repeat
customers
Brand familiarity Coca-Cola is a well-known and trusted brand in
Vietnam, so consumers are likely to have some
familiarity with WAFEE coffee-flavored water
Kind of shopping Consumers are likely to purchase WAFEE coffee-
flavored water at convenience stores, grocery stores,
supermakets, or online. They can make individual
bottle purchases or opt for bulk purchases
Type of problem solving Customers might use WAFEE coffee-flavored water to
address issues like fatigue, lack of focus, or the need
for a refreshing beverage with a coffee flavor
Information required Consumers may want to know more about the taste of
WAFEE coffee-flavored water, the ingredients used,
and the nutritional information
Geographic
Region of world, Asean (Vietnam)
country
Region in country Northern, Central, and Southern Vietnam
Size of city population within 100,000-499.999; 500,000-999,999;
1,000,000-5,000,000 or over
Demographic
Income under 10.000.000 VND
Sex Male and female
Age 18-35

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 Family size 1, 2, 3-4, 5 or more
Family life cycle Young, single; young, married, no children;
Occupation students, undergraduates, worker, business man
Education high school, college, university or over
Ethnicity Kinh, Khmer, Hoa, Nùng, Mường,…
Social class lower class, middle class
Psychographic
Lifestyle Active, healthy lifestyle
Interests Coffee, health and fitness, healthy eating
Personality traits Adventurous, open-minded, health-conscious

TARGET SEGMENTS:
Based on the above criteria, the following target segments have been identified for
WAFEE coffee-flavored water in Vietnam:
 Young adults and employee: This segment is likely to be the most receptive
to WAFEE coffee-flavored water, as they are looking for healthier and more
convenient beverage options.
 Health-conscious consumers: These consumers may be interested in WAFEE
coffee-flavored water as a healthier alternative to coffee or tea drinks that are
typically high in calories and sugar.
 Coffee lovers: This people is likely to be interested in WAFEE coffee-
flavored water because it offers a convenient way to enjoy the taste of coffee
without the caffeine or calories.

POSITIONING STATEMENT:

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Positioning: WAFEE coffee-flavored water is the perfect low-caffeine and sugar-
free alternative to traditional coffee and sugary beverages. It is made with all-
natural ingredients and is the perfect choice for all people.

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 PART 5

STRATEGY AND TACTICS

PRODUCT

 WAFFE has gained popularity among coffee enthusiasts for its unique
characteristics and potential health benefits. This minimalist approach allows
the natural flavors of the coffee beans to take center stage, resulting in a
lighter flavor. Additionally, WAFFE offers a lower calorie content, making it
a favorable choice for health-conscious individuals. By eliminating milk and
sweeteners, WAFFE provides a milder taste while still delivering the desired
caffeine boost. The beverage also offers the hydration benefits associated
with coffee consumption. Its growing popularity suggests that WAFFE meets
the preferences of those seeking a refreshing alternative to traditional coffee,
one that offers a unique taste experience and potential health advantages.

 The company's product lines are based on coffee beans sourced from
different regions around the world. These products are designed to meet the
specific needs and preferences of coffee lovers, offering a variety of flavors,
brewing methods, and convenience features. Each type of bean is carefully
selected for its unique flavor profile, ensuring that coffee enthusiasts can
discover new and exciting taste experiences. Whether you prefer a bold and
intense brew or a smooth and mellow one, this product line has something to
satisfy every palate.

 WAFFE offers three size options 350ml, 500ml, and 700ml making it
convenient for people with different consumption needs. The smaller 350ml
size is perfect for those who prefer to have a quick drink during breaks. The
500ml size is an ideal option for those who require a moderate amount of

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 hydration throughout the day. Lastly, the 700ml size caters to people with
higher hydration needs, providing them with a larger volume of infused
water coffee.

 As consumers increasingly prioritize convenience and sustainability,

effective packaging solutions are essential to meet their expectations. In
order to maintain product quality, WAFFE packaging enhances customer
convenience. The packaging design should be practical and user-friendly,
allowing consumers to easily open, pour, and reseal the packaging as needed.
Furthermore, packaging can also incorporate informative labels that provide
brewing instructions, origins, roast levels, and other relevant information,
helping consumers make informed choices.

PLACE
 The Suntory PepsiCo Vietnam Beverage head office: Sheraton Tower 88
Dong Khoi Street, Ben Nge Ward, District 1, Ho Chi Minh city.
 Support Call Center: 02838219437
 Website: www.suntorypepsico.vn.com
 Facebook Page: Suntory Pepsico Vietnam Beverage
For the distribution strategy, the company will choose distribution intermediaries.
WAFEE is like a regular product which is sold commonly. The company uses
wholesalers as the middle men to sell out its products. Retailers act as key to the
business of WAFEE. WAFEE has countless number of middlemen and distributors
which make the product reach out to common man with ease. Distributors,
wholesalers, retailers make it easy for the people to buy WAFEE. WAFEE will be
widely distributed throughout the country from big cities to rural areas so that
consumers can easily buy products at any grocery, retail store, Convenience stores,
entertainment, supermarkets, .. across the country.

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  Retail Stores: WAFEE bottled water is widely available in retail stores such
as supermarkets, grocery stores, convenience stores, and wholesale clubs. It
is typically found in the beverage aisle or near the checkout counters.
 Vending Machines: WAFEE is often stocked in vending machines located in
public spaces, offices, educational institutions, and recreational facilities.
This provides an on-the-go option for consumers to purchase water when
they need it.
 Food Service Establishments: Many restaurants, cafes, and food service
establishments offer WAFEE as part of their beverage menu. It is commonly
available as an option for customers who prefer bottled water.
 Events and Catering: WAFEE is often provided at events, conferences,
meetings, and catering services as a choice for attendees or guests who
require hydration.

In addition, remote customers can go to the company's website to select products

and place orders. WAFEE products can be purchased through various e-commerce
platforms such as Shopee, Tiktok, Lazada, Tiki,... or including online retailers and
the official websites of retailers or WAFEE itself. This allows consumers to
conveniently order and have WAFEE delivered to their doorstep people can rest
assured to shop at the main page. We always try to expand the market and bring
good products to consumers. Our remote customer care department is always ready
to assist you from 10 a.m to 8 p.m. This will help our company get regular and
accurate feedback from customers. That helps us quickly support our customers and
solve the problems they face. Customers will not need to worry about the shipping
company we choose. Reputable shipping companies such as Viettel Post,
Giaohangnhanh (GHN), Giaohangtietkiem (GHTK), Shopee Xpress, Tiki Now,
Lazada Express will cooperate with us for a long time.

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PRICE
Unit sales growth:

in terms of unit sales growth, the pricing objective for WAFEE coffee-flavored
water could be to sell 500,000 units in the first year of sales in Vietnam, which
represents a 25% increase in unit sales.

Growth in market share:

in terms of growth in market share, the pricing objective for WAFEE coffee-
flavored water could be to capture at least 10% of the flavored water market in
Vietnam within the first two years of sales.

WAFEE's market share growth is being driven by a number of factors, including the
brand's strong marketing campaign, its unique product offering, and the growing
popularity of flavored coffee in Vietnam.

Chart 5.1: The market growth rate of WAFEE to 2025

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Penetration pricing:

This penetration pricing strategy is expected to result in the following:

 Increased market share for WAFEE coffee-flavored water

 Increased brand awareness for WAFEE

 Increased trial and repeat purchase

Implementation:

The penetration pricing strategy will be implemented over a period of two months.

 Set the price of the smallest product size (350ml) to 6,000 VND. This is 14%
below the average price of 7,000 VND.

 Set the prices of the other product sizes such as the 500ml bottle to 8,000
VND and the price of the 700ml bottle to 12,000 VND. This is 20% below

the average price of 10,000 VND and 15,000 VND.

16
Figure 5.1: Price list of WAFEE
Rationale:

 Penetration pricing is a strategy of setting a low price for a new product in

order to quickly gain market share. This strategy is often used when entering
a new market or launching a new product category.
 By setting the price of the smallest product size to 14% below the average
price, WAFEE can attract new customers and convince them to try their
product. Once customers have tried the product and are happy with it, they
are more likely to purchase the larger product sizes in the future.

Discount:

Quantity Discounts:

 Buy 3 bottles of WAFEE coffee-flavor water and get 5% off

 Buy 6 bottles of WAFEE coffee-flavor water and get 10% off
 Buy 12 bottles of WAFEE coffee-flavor water and get 15% off

Seasonal Discounts:

 Summer Sale: Get 10% off on all WAFEE coffee-flavor water purchases
during the months of June to August
 Tet Holiday Special: Get 15% off on all WAFEE coffee-flavor water
purchases during the Tet holiday period
 Black Friday Deal: Get 20% off on all WAFEE coffee-flavor water
purchases on Black Friday

Cash Discount:

 10% discount on all product sizes when paying in cash.

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  Discount is valid for a limited time only.

Allowances:

 Firstly, we offer advertising allowances of up to 10,000,000 VND per

retailer. This allowance can be used to promote WAFEE coffee-flavored
water through online campaigns, social media marketing, and in-store
advertising.
 Secondly, we offer stocking allowances of up to 5,000,000 VND per retailer.
This allowance can be used to purchase additional inventory of WAFEE
coffee-flavored water to ensure that our product is always in stock and
readily available to customers.
 Lastly, we offer performance-based payments or PMs of up to 15,000,000
VND per retailer. These payments are based on the volume of WAFEE
coffee-flavored water sold by the retailer over a designated time period. This
encourages retailers to actively promote and sell WAFEE coffee-flavored
water, leading to increased brand awareness and sales.

Payment methods:

 Cash

 Mobile wallets (Momo, ZaloPay, ViettelPay)

 Credit card and debit card (e-banking, internet banking, OTPs)

Transportation costs:

 WAFEE can negotiate volume discounts with shipping companies. By

shipping large quantities of products at once, WAFEE can get a lower rate
per unit.

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  Using multiple modes of transportation: WAFEE can use multiple modes of
transportation to ship its products. For example, WAFEE could use ocean
freight to ship its products from its production facility to a major port, and
then use truck freight to ship the products to distribution centers from the
port.
 Using third-party logistics (3PL) providers: WAFEE can use 3PL providers
to handle its transportation and logistics needs. 3PL providers can help
WAFEE to optimize its transportation network and reduce its overall
transportation costs.

PROMOTION

 Advertising: The company focuses on large billboards, TV channels,

advertising screens in commercial centers, as well as runs advertising on
online platforms such as Facebook, Tiktok, Instagram... to attract attention to
group of customers who want to enjoy coffee without sugar, calories or
caffeine.
 Sales promotion:
o We organizes some sampling events that distributes free samples of WAFEE
at strategic locations, such as malls, offices, campuses, gyms, or airports. At
the sampling events, we also provide coupons or vouchers that offer
discounts or rewards for purchasing WAFEE at retail outlets or online
platforms.
o We also create online media assets such as videos, images, articles, … to
showcase our products and create interaction with customers.
o We can partner with Missgrand International 2021 Nguyen Thuc Thuy Tien
as a brand ambassador of WAFEE, and partner with KOL Ha Linh to
increase credibility and attention for our product.

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o We create a loyalty program that rewards customers for repeat purchases of
WAFEE with points, badges, or prizes. The loyalty program can also
leverage gamification techniques to create a sense of fun and competition
among customers, such as quizzes, leaderboards, or achievements.
o To stimulate product purchase and brand attachment, we will send many
promotional codes to email to customers on occasions such as major holidays
and organize programs such as buy 1 get 1 free, buy 12 bottles of WAFEE
for 15% off, give coupons and get extra discounts for customers.
o We also participating in relevant events, such as coffee festivals, wellness
fairs, or sports competitions.
o Implement WAFEE regeneration station project at specific locations in
large commercial centers such as aeon mall, gigamall, emart… Through
this project, customers collect WAFEE bottles and exchange gifts such as
jackets, T-shirts, tote bags, backpacks, jeans at designated locations. This
contributes to environmental protection and also creates excitement for
customers when participating in this project.

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 PART 6

CONCLUSION

In conclusion, WAFEE coffee-flavored water is a remarkable innovation that

bridges the gap between convenience and flavor. This unique product not only
offers a delicious coffee experience but also contributes to recycling plastic waste.
With WAFEE, we witness the fusion of sustainability and taste, making it a
promising addition to the beverage market.

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 PROJECT REPORT ASSESSMENT SHEET
Class: 20TA_N1_05

No. Full name Student’s ID Group Individual Final

Scores Scores Scores

1. Nguyễn Thị Ngọc Trinh 2082000462

2. Nguyễn Đăng Quang 2082000262

3. Vương Triệu Kiều Anh 2082000104

4. Đặng Thị Như Duy 2082000406

Project Assessment
4 5 Criterion Comments Scores
Format + Format:
2 3
Connection Connection:
Introduction:
Introduction
Audit:
2 + Audit +
Objectives:
Objectives
Segmentation+Positioning
Product:
4
Strategy and
4 Place:
tactics
Price:

Promotion:

Presentation:
2 3 Report
Q&A:
Total ….../10

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 HCMC, ……………………………………...

Instructor

Võ Quốc Đại

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