UNIVERSITY OF ECONOMICS AND BUSINESS

FINANCE AND BANKING DEPARTMENT

FINAL ASSIGNMENT
ANALYSIS AND PROPOSAL OF
MARKETING STRATEGIES FOR THE
SOFT DRINK PRODUCT 7UP

SUPERVISOR: DR. NGUYEN VAN PHUONG

STUDENT: NGUYEN THI PHUONG ANH– 22050374
COURSE NAME: PRINCIPLES OF MARKETING

Hanoi – February 2024

 UNIVERSITY OF ECONOMICS AND BUSINESS

FINANCE AND BANKING DEPARTMENT

FINAL ASSIGNMENT ANALYSIS

AND PROPOSAL OF MARKETING
STRATEGIES FOR THE SOFT DRINK
PRODUCT 7UP
SUPERVISOR: DR. NGUYEN VAN PHUONG
STUDENT: NGUYEN THI PHUONG ANH– 22050374
COURSE NAME: PRINCIPLES OF MARKETING

Hanoi – February 2024

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ACKNOWLEDGEMENTS
First and foremost, I would like to express my sincere gratitude to Mr. Nguyen Van
Phuong for the knowledge and guidance he has provided us throughout the time
studying the subject of Marketing Principles. Thanks to that knowledge, guidance,
and specific orientation, I was able to complete my essay in the most
comprehensive way.
However, in the process of writing the essay, it is inevitable that there will be many
errors. I really hope to receive more guidance and comments from the teacher in
order to improve my knowledge and have the opportunity to grasp more practical
specialized knowledge.
Finally, I wish you good health and always be full of enthusiasm in your
teaching career.
Thank you very much, sir!

Student
Nguyen Thi Phuong Anh
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TABLE OF
CONTENTS

1. PepsiCo Beverage Corporation ........................................................................... 5

1.1. A few things about PepsiCo .......................................................................... 5
1.2. Mission, vision and core values ..................................................................... 5
1.3. Product portfolio ............................................................................................ 6
2. 7UP soft drink product line ................................................................................. 6
2.1. Overview of 7UP ............................................................................................ 6
2.2. Competitors .................................................................................................... 7
2.3. Marketing objectives ..................................................................................... 7
3. SWOT analysis of 7UP ......................................................................................... 8
3.1. Strengths ......................................................................................................... 8
3.2. Weaknesses ..................................................................................................... 9
3.3. Opportunities ................................................................................................10
3.4. Threats .......................................................................................................... 11
4. S – T – P process of 7UP .....................................................................................12
4.1. Market segmentation ....................................................................................12
4.1.1. Segmentation by geographic principle .................................................12
4.1.2. Segmentation by demographics, psychographics, behavior ...............12
4.2. Choosing the target market .........................................................................14
4.3. Positioning the product in the market ........................................................14
5. Analysis of customer behavior towards 7UP ....................................................15
5.1. Factors affecting consumer behavior ..........................................................15
5.2. Purchase decision making process ..............................................................16
5.2.1. Need recognition .....................................................................................16
5.2.2. Information search .................................................................................16
5.2.3. Evaluation of alternatives ......................................................................17
5.2.4. Purchase decision and purchase action ................................................17
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5.2.5. Post-purchase response .......................................................................... 18
6. Propose a 4P marketing model for 7UP ............................................................ 19
6.1.1. Product strategy ..................................................................................... 19
6.1.2. Pricing strategy ....................................................................................... 20
6.1.3. Place strategy .......................................................................................... 20
6.1.4. Promotion strategy ................................................................................. 21

REFERENCES
 4

INTRODUCTION
Nowadays, as people's demands increase along with the development of the world
economy, companies and business organizations are striving to create a series of
products and services that surpass competitors, dominate the market, and maximize
profits by satisfying customers in the best way. But to do that, it is important that
the company comes up with the most suitable and optimal strategies for the
company. And in fact, in the current market, there have been many successful
companies thanks to appropriate marketing strategies, penetrating the right market.
Leading the beverage and food industry is PepsiCo (now SuntoryPepsiCo)
launched in the Vietnamese market. PepsiCo has continuously launched products
that "win the hearts" of customers, surpassing major competitors to increasingly
affirm its leading position in this field. And one of PepsiCo's outstanding products
is the 7UP soft drink line. Therefore, I want to conduct a topic analyzing the
Marketing strategy of 7UP to better understand the brand's marketing model,
thereby drawing lessons and applying it to the establishment of a new marketing
campaign for the brand.
Appropriate marketing, entering the right market. Leading the way in the beverage
and food industry, PepsiCo (now SuntoryPepsiCo) launched in the Vietnamese
market. PepsiCo has continuously produced products that "please" customers,
surpassing major competitors to increasingly affirm its leading position in this field.
And one of PepsiCo's outstanding products Not to mention is the 7UP beverage
line. Therefore, I want to conduct a project analyzing 7UP's Marketing strategy to
better understand the brand's marketing model, from which to draw knowledge,
lesson and apply it to creating a new marketing campaign for the brand.
 5

1. PepsiCo Beverage Corporation

1.1. A few things about PepsiCo
Suntory Pepsico is a leading food and beverage company with over 100 years in
business. The Group operates in over 200 countries, with a global presence.
Suntory PepsiCo Vietnam Beverage Company Limited has 100% foreign capital.
This is an alliance between PepsiCo Inc and Suntory Holdings Limited.
Officially established in April 2013.
1.2. Mission, vision and core values
- Mission: "At PepsiCo, our mission is simple: Eat, Drink, and Enjoy. Spread
Smiles."
- Vision: "To be the Global Leader in Convenient Foods and Beverages by
Winning with pep+ (PepsiCo Positive)"
- Core values:
+ Acting with integrity
+ Acting like owners
+ Speaking up
+ Being fast and focused
+ Raising the bar on talent and diversity
 6

+ Celebrating success
+ Being consumer-focused
1.3. Product portfolio
In the market, for every 4 soft drinks sold, there will be 1 product from Pepsico. As
the world's leading beverage group, Pepsico always focuses on improving and
innovating products to keep up with the constantly changing trends and needs of
users.
Entering the Vietnamese market in 1994 with a line of carbonated beverages. Since
then, Pepsico has expanded many other product lines such as bottled water, energy
drinks, fruit juices and tea. PepsiCo currently owns a variety of beverages such as:
 Carbonated drinks: Pepsi, 7UP, Revive, Mirinda, Mountain
dew, Cc lemon

 Energy drinks: Sting

 Bottled water: Aquafina

 Fruit juice: Tropicana twister, Lipton tea, O Long tea + plus

2. 7UP soft drink product line
2.1. Overview of 7UP
In 1994, 7UP was one of the first faces of PepsiCo (now Suntory PepsiCo) to be
"introduced" to Vietnamese customers. In the context of the early years after the
opening up with fierce competition, the appearance of 7UP has truly created a
trendy trend for young people thanks to the characteristic green color of the
packaging and the refreshing lemon flavor, bringing a feeling of nature as if
standing on the beach. vibrant summer day. Not only that, the cleverness in
positioning has made 7UP paint a portrait of itself in the minds of customers as a
symbol of an optimistic, youthful, and deeply personal lifestyle - something that
seems to have touched a deep place in the consciousness of young people. The
unique brand personality has led these potential customers to stick with 7UP
ever since in an invisible but compelling way.
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2.2. Competitors
In the beverage market, 7UP has to compete with many beverage products from big
companies such as Coca Cola, Red Bull, Tan Hiep Phat, Tan Quang Minh, Interfood,
Lavie, Monster Energy.
 The Coca-Cola Company is a powerful empire in the beverage industry.
In 2021, Coca-Cola was valued at $87.6 billion, making it one of the top
brands in the world.

 Tan Hiep Phat Trading - Service Limited Company: The largest FMCG
enterprise in Vietnam, specializing in the production of soft drinks and
bottled beverages.

 Red Bull: The leading energy drink brand in Vietnam originating from
Thailand. Red Bull achieves sales of over 3 billion cans per year and is
loved by many consumers.
2.3. Marketing objectives
Objective: In 2024, increase 7UP's revenue by 35% compared to 2023 through
marketing activities deployed appropriately in the Vietnamese market
- Specific: The goal is to increase revenue from the level of 2023 by 35% in 2024
in the Vietnamese market.
- Measurable: Use revenue metrics to measure the progress and success of
the goal. Track monthly revenue and compare it to the 35% increase to assess
progress made.
- Attainable: The goal of increasing revenue by 35% in 1 year is achievable if the
company carries out marketing activities well, from expanding distribution
channels to promotional activities.
- Relevant: 7UP is currently facing competition from brands such as Coca cola,
Pepsi, Redbull, ... Currently, with the third position in market share in the beverage
sector in the Vietnamese market, along with high brand awareness and increasingly
strong potential, 7UP will continue to grow in the future.
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- Time-bound: The goal has a specific deadline from the beginning of Q1/2024 to
the end of Q12/2024
3. SWOT analysis of 7UP
3.1. Strengths
(1) Strong resources from parent company PepsiCo and Pepsico Vietnam
- Pepsico is the 2nd largest soft drink manufacturer in the world with strong
financial resources. The company has continuously invested in Suntory Pepsico
Vietnam to build factories, expand scale, deploy advertising campaigns, ...
- Pepsico Vietnam is currently the leading beverage company in the
Vietnamese market with 5 production factories, 6 sales offices, with nearly
3,000 official employees and thousands of unofficial employees.
- Always have new initiatives to create new products to meet the
increasingly diverse needs of consumers.
(2) Famous brand
- In the 1940s, lemon-flavored soda drinks were countless. It is estimated that there
are more than 600 different types of drinks with lemon flavor and are called lemon
soda. 7UP at that time surpassed hundreds of competitors to be named in the top 3
most popular and consumed lemon-flavored soda drinks at that time.
- Up to now, in the Vietnamese beverage consumption market, 7UP is always
in the top of the most consumed beverages.
(3) Wide and diverse distribution channels
- When it first entered the Vietnamese market, Pepsico quickly built a nationwide
network stretching from the North, Central to the South, along with a variety of
distribution channels such as: Direct distribution channels, retail, supermarkets,
agents, ...
(4) Different formula
- When it comes to 7UP, you will immediately think of a drink that does not
contain caffeine in its ingredients. This is the difference and highlight of 7UP
compared to Coca Cola,
Pepsi and most other soft drinks on the market.
 9

- The company even came up with a very new suggestion when creating a
combination of 7UP and baby's milk - a very bold combination.
(5) Unique and impressive advertising campaigns
- In front of extremely powerful competitors such as Coca Cola and Pepsi, in order
to compete in the market, advertising campaigns for 7UP are extremely necessary.
And the continuous innovation of different types of advertising has helped the
name of 7UP become bigger and more widely known.
- Uncola is perhaps a very impressive campaign of 7UP with the suggestion of a
drink that can replace Coca Cola and Pepsi at that time. 7UP now wants to conquer
the target audience of teenagers. Those who are ready to rebel and want to express
their personality. This campaign created a very positive result for 7UP in terms of
brand positioning, affirming its position before its competitors.
3.2. Weaknesses
(1) Products are said to be harmful to human health
- While many foods high in natural sugar, such as fruits and milk, provide
you with essential and healthy nutrients, sugary drinks lack the protein and
fiber needed to balance the effects of
sugar. As a result, sugary drinks like 7UP are contributing to the negative weight
gain of consumers.
- A study by Danish scientists also found signs that soft drinks put us at higher
risk of developing diabetes. Drinking soda every day for 6 months continuously
will lead to the accumulation of excess fat around the liver and skeletal muscles.
This can also lead to the risk of insulin resistance in
the body and lead to a higher than normal risk of developing diabetes.
(2) Condemned for negative impact on the environment
- PepsiCo or 7UP has been repeatedly criticized by environmentalists for the negative
impacts on the environment in its supply chain and distribution activities such as
deforestation related to palm oil and the use of pesticides, use of water resources and
 10

the negative impacts of packaging – always one of the leading sources of plastic
pollution worldwide.
(3) Disadvantage of being a latecomer
- In the battle with Coca Cola and Pepsi, 7UP is at a disadvantage for being a
latecomer. And when entering the Vietnamese market, in order to gain market
share, 7UP had to make a lot of effort and investment to create .
3.3. Opportunity
(1) The potential of the beverage market
- In Vietnam, the beverage industry has impressive growth figures. On average,
Vietnamese people consume more than 23 l/person/year of beverages. Beverage
companies hold 85% of the production ratio of the Beer – Wine – Beverage
industry.
- The Vietnam Beer – Alcohol – Beverage Association forecasts that the beverage
industry will maintain an annual growth rate of 7%. Meanwhile, the average
growth rate of countries such as France and Japan is only expected to reach 2%
per year.
- Through researching the beverage market, it can be seen that this business area
has been and is very potential. This is the right time to promote the production
and trading of beverages.
(2) The tastes and trends of modern consumers are increasingly diverse
- The tastes and trends of modern consumers are increasingly diverse. This is an
opportunity for 7UP to take advantage of its flexibility and creativity in producing
products that respond quickly to the tastes and needs of customers. In addition, it
also helps 7UP focus on products that have advantages based on consumer
demand.
(3) Cooperate with restaurants and fast food chains
- Bringing restaurants and fast food chains into its distribution channel will
help 7UP increase its brand awareness in the market. And today, when the fast
food market is growing, it creates opportunities for 7UP to cooperate.
 11

3.4. Threat
(1) The threat of substitute products
- Internal substitute products: Besides 7UP, Pepsico also has Mirinda and Pepsi,
both of these internal brands have high market share, are focused on investment and
development by Pepsico, threatening the position of 7UP.
- The increasing health consciousness is causing more and more consumers to
adopt a healthy lifestyle and avoid unhealthy products. The increase in health
consciousness can reduce 7UP's revenue and profit as customers switch to
healthier products. In addition, the demand for healthy products
has increased in recent years. These trends have generally had a negative impact on
7UP as the brand is seen as one of the brands with products that are prone to
obesity. Even though 7UP is trying to improve its products to meet the needs and
preferences of consumers, meeting these needs also requires more investment.
brands that have products that easily cause obesity. Even though 7UP is trying to
improve its products to meet consumer needs and preferences, meeting these needs
requires more investment.
(2) Competitive market
- 7UP's competitors are the "big guys" in the beverage industry such as Coca, Pepsi,
Redbull, ... Although 7UP has affirmed its position in the market, the brand still has
many threats from competitors due to the increasing competition.
- In addition, we can see that with a beverage market of nearly 2,000 beverage
production facilities, along with the impressive growth rate over the years in the
beverage sector, brands have many opportunities to develop, especially when the
current trend does not focus too much on the brand, this is the key for many new
names to emerge, sometimes surpassing long-standing names.
Just a small misstep can destroy the brand reputation that has taken years to build.
(3) Environmental pollution challenge
- Vietnam is one of the top 5 countries responsible for about 13 million tons
of plastic waste dumped into the ocean each year. It is estimated that in
Vietnam alone, the amount of
 12

plastic waste dumped into the sea each year is about 0.28 – 0.73 million tons/year
(accounting for nearly 6% of the total amount of plastic waste dumped into the
world's oceans). Vietnam is facing many risks from plastic waste, with a "huge"
figure of 1.8 million tons of plastic waste generated in Vietnam/year and this amount
of plastic consumption is increasing. Plastic bottles containing
soft drinks if not collected and treated in time will cause environmental pollution.
(4) Consumer health challenge
- Besides being one of the number 1 beverage brands in Vietnam, 7UP still has
concerns about consumer health.
4. 7UP's S – T – P process
4.1. Market segmentation
4.1.1. Segmentation by geographic principle
PepsiCo Vietnam has tried to distribute with a dense network from urban to
rural, from plains to mountainous areas, from North to South. However, PepsiCo
mainly focuses on densely populated areas, big cities: Ho Chi Minh City, Binh
Duong, Quang Nam, Can Tho, Bac Ninh, Hanoi, ... Therefore, 7UP products
appear everywhere, from large and small restaurants, beverage shops, from
streets to small alleys...
However, 7UP is more interested in the Southern segment for the
following reasons:
- Southerners prefer sweeter than Northerners (competitor Coca Cola seems to be
more dominant in the Northern segment).
- 7UP's packaging has a cool, blue color that suits Southerners; while Coca Cola
with its red shell gives a feeling of warmth that is more popular with people in
colder regions.
4.1.2. Segmentation by demographics, psychographics, behavior

Market Search
segment Attractivenes Psychology benefit Behavior

seeking
 13

The outstanding Buy quite

Age 15 – 22 Easy to characteristic of often, often
Low price,
(Students, low invest and this age group is buying for
high personal
– medium enter the a modern use
demand
income) market, lifestyle, such as
Buy quite refreshment
medium adventurous, s,
often, often
fond of outdoor in return
buy for
sports activities Age 22 – 45
personal
that consume a
needs such
lot of energy.
as
Cheap price, high
demand for flavor, refreshment,
design replenishment
of energy,
...
The
Frequent
characteristic of purchase
for
this age group is High
Easy to use
Age range 22 a modern requiremen
invest and different
– 45 lifestyle, ts for purposes
enter the such
(Working somewhat quality,
market, as: serving
people, medium traditional, fond design, use
high personal
– high income) of socializing and needs,
profitabilit giving
with colleagues, product as gifts,
y buying
friends, family flavor
for use on
gatherings or
special
light sports
occasions
activities.
 14
The characteristic
Difficult to of this age group Focus on Do not buy
Age >45 invest in is a traditional products often and
(Middle-aged, the market, lifestyle, most of that are usually buy
elderly people quite them like family delicious, for special
who have or are profitable gatherings, or nutritious, occasions.
about to retire) exercise activities cheap and
gently. safe for
health
 15

4.2. Choosing the target market

From the above analyzes and assessments, 7UP has chosen its target market as
customers aged 15 – 45, with income distributed from low to high. They are
dynamic, enthusiastic people who participate in outdoor activities. Therefore, there
will be a high demand for carbonated soft drinks, helping to replenish energy after
hours of tiring sports activities. Or people who have a high demand for gatherings,
reunions and need a delicious, quality drink during that gathering.
4.3. Positioning the product in the market
* Positioning by product
According to the traditional positioning principle, it is necessary to find the
difference of the product or the company itself to position. This is not entirely true
because what we need to do is to determine what position in the consumer's mind
that the brand can have.
By creating a link between the product and the strong position of Cola that has
been formed in the minds of consumers, 7Up has positioned itself as a non-Cola
product (Uncola), this is a different choice to replace when consumers do not drink
Cola.
Consumers may not find the “Uncola” position in each 7Up product but they can
find it in their own minds. In 1968, before the term “positioning” came into being, 7Up
had made its name in the soft drink market. Market research all indicates that this is
the new alternative to cola, even many people who participated in trying 7Up all
affirmed that “The taste is really refreshing, quite different from Cola”.
At the end of the 19th century, 7Up was known as one of the popular patented
drug products. In addition to the effect of an instant soft drink, 7Up also has many
surprising effects such as:
- Used in cooking recipes
- It is a medicine that helps stabilize the spirit of young patients
 16

* Positioning by service differentiation

Targeting young people, the new generation, 7Up focuses on the psychology of
Vietnamese people's love of football. Organizing "Football Festival" through
advertising shows on television and having promotional programs related to
football, "Drink 7Up - Win Honda motorbike" has made 7Up's style.
* Positioning by human differentiation
The employees working for PepsiCo are always carefully selected and highly
qualified. The treatment regime is commensurate with the level of its employees.
More importantly, PepsiCo's employees always carry in their subconscious the
number one about
the brand, that is the motivation and the reason for those employees to strive and
dedicate themselves to the company.
5. Analyze customer behavior towards 7UP
5.1. Factors affecting consumer behavior
- Cultural factors: The taste of Vietnamese people is different from that of
Westerners. Vietnamese consumers prefer carbonated soft drinks with a strong
sweet taste, strong carbonation for a refreshing feeling.
- Social factors: In today's society, sharing information and experiences
through social networks and product review sites has created a
strong influence on buying behavior. The popularity of the 7UP brand in the
community and positive reviews from users can create trust and arouse customer
interest.
- Personal factors: Personal preferences, tastes, personality, lifestyle of customers
will significantly affect buying behavior.
- Psychological factors: Psychological factors play an important role in
purchasing decisions. 7UP's requirement must be constantly innovating,
improving product quality to suit consumer psychology.
 17

5.2. Purchase decision making process

The consumer's purchasing decision process usually goes through the following 5
basic steps: Problem recognition >>> Information search >>> Evaluation of
choices
>>> Purchase decision and purchase action >>> Post-purchase reaction.
5.2.1. Recognize the need
Currently, carbonated soft drinks are considered a popular drink for all ages,
especially young people. People often have the need to use soft drinks on occasions
of meeting, eating with friends, at family gatherings, relatives, ... And carbonated
soft drinks are also preferred for use on occasions such as after playing sports,
sweating a lot.
In addition, during the holidays, Tet 7UP is also a product chosen as a gift because
of its beautiful design and lucky color.
5.2.2. Search for information
When customers recognize the need to drink 7UP, they will use relevant
information from memory such as remembering what it tastes like, whether it is
expensive or cheap, ... this is called an internal source of information. If they are
looking to buy a soft drink but
have never used 7UP, do not know any information about them, they can find
external information such as from sellers, the internet, reviews of soft drink
products, ...
Thus, consumers often search for information about 7UP products through
the following sources:
+ Customer's memory: In order for customers to remember their products, 7UP has
made decisions in building the image in a popular way so that wherever the buyer
goes, they can see the image of 7UP in their sight. 7UP sticks the product's iconic
images on vending machines, or runs advertising posters on buses, a popular and
popular means of transportation in Vietnam. This creates a reflex in the most
natural way to reach buyers and help them remember 7UP's image more in a day.
 18

+ Personal information sources: When deciding to buy 7UP to drink or to give as a

gift, they will often tend to find out from relatives and friends first to see the
reliability of the brand. For example, if your friend has tried 7UP's water, they will
give the most honest review about 7UP. If it has been trusted by relatives, family,
neighbors, they will introduce it to you.
+ Marketing information sources: At retail stores, supermarkets, 7UP is always
displayed at eye level, right in front of the aisles, or in eye-catching places. 7UP's
advertising and promotions are very impressive.
+ Trial information sources: Customers can try 7UP for free through new product
introduction programs or free drinks with meals
and that has left an impression on customers.
5.2.3. Evaluate the options
Customers will compare some criteria of 7UP with other products on the market
- Taste: Most customers feel that 7UP has a delicious, slightly sweet, and
refreshing taste. Just one sip and you'll feel refreshed and invigorated. Customers
can use it throughout the day to quench their thirst and feel more relaxed and
refreshed. Not only is it delicious as a thirst quencher, but 7UP is also a
"favorite" drink when combined with food, making the already delicious taste of
food even more delicious.
- Design: The design and colors of 7UP are very diverse and rich.
- Price: The selling price depends on the size of each bottle or can, ranging from
9000 VND to 16000 VND. This price is suitable for all customers.
- Brand: When it comes to carbonated soft drink brands in Vietnam, 7UP has a
very high level of awareness. This makes customers feel confident and loyal to
this brand.
5.2.4. Purchase decision and purchase action
- After researching, learning, and evaluating the criteria, if they find it
reasonable, customers will decide to make a purchase.
 19

- Finding a place to buy the product: Customers can go to grocery stores,

supermarkets, or visit the 7UP website and e-commerce platforms to buy 7UP.
- Selection and payment: Customers will choose the 7UP product that they think is
the most suitable and proceed to pay according to the method provided by the store.
5.2.5. Post-purchase reaction
- Repurchase: Satisfied customers may repurchase and become loyal consumers.
- Word-of-mouth: Customers may share their experiences with others through
reviews, comments, or sharing on social media. This can influence the purchasing
decisions of others.
- Feedback and suggestions: Customers can send feedback or suggestions for
product improvement. Manufacturers and businesses can use this information to
improve products and build better relationships with customers.

6. Proposing a 4P marketing model for 7UP

6.1.1 Product strategy
* Focus on product quality
Currently, consumers are particularly concerned about health, so health-
supporting product lines will be prioritized by consumers. The fact that carbonated
soft drink brands add flavor from natural fruits with many vitamins C, B6, B12, ...
will attract the attention of customers to their business. At the same time, the use of
chemicals and the reduction of sugar content also need to be prioritized to avoid
controversy about the health effects of users that it brings.
* Design packaging
7UP must regularly improve the packaging design for the product so as not to
cause boredom and obsolescence. The design image needs to catch the trend of
young people, choose a cool or pastel color scheme that creates a strange but
attractive feeling; graphics in a positive, bright direction to create a feeling of
refreshment, youthful dynamism.

For example:

The product's packaging may have pictures of K-POP idols and their signatures.
This not only helps improve sales by focusing on the number of fans the above idols
 20
have, but it can also create a trend when you can "cheap moment" with your favorite
idol at a very cheap price. . This helps the product to be promoted more strongly
without spending much money.

6.1.2 Price strategy

- When launching a new product, 7UP should pay attention to promotional

programs for customers when buying in bulk, cartons, large quantities...
- Along with that is to introduce a 20% discount policy applied to agents and
distributors.

6.1.3 Place strategy

- Vietnamese consumers are tending to prefer modern distribution channels rather
than traditional grocery stores. Therefore, besides maintaining the current strategic
distribution position, 7UP needs to focus on developing modern retail channels,
especially mini supermarkets, convenience stores such as GS25, Ministop, Circle K,
... chain models of restaurants, especially buffet restaurants with many customers
visiting and shopping online through e-commerce sites Shopee, Lazada,
... more.
 21

- For traditional retail outlets, in order to improve the quality of the distribution
channel, in addition to finding new distribution partners, 7UP needs to tighten the
control factor, especially on prices, in order to avoid the case of selling prices higher
than the market due to geographical factors, regions. This has a significant impact
on the brand's reputation, causing unnecessary doubts for consumers, especially
consumers in rural areas.

6.1.4 Promotion strategy

- Design TVC, videos, MVs, new news according to current market trends.
Specifically, young people today are interested in things that are geared towards
nature and protecting the environment. Based on the strength of the PET bottle
design, 7UP can make programs, MVs or short videos talking about this issue,
promoting positive things towards the environment and society.

- Addition in direct advertising:

7UP can build unique architecture to attract customer curiosity in public places
(shopping centers, collective parks, etc.). From there, it creates an impression on
passersby. The project may be intended to express a certain meaning on a holiday.
For example:
There is a razor company that created an image of a handsome man with a rough
beard and placed it in a crowded place on Valentine's Day. Couples passing by were
very curious and when they got closer, they saw that the beards could move and they
were roses stuck upside down. From there, they told men to shave diligently for a
love as beautiful as a rose.
 22
REFERENCES
1. Vu Thi Minh Thuy (2022), “Research on the implementation of the Marketing
strategy - mix of carbonated soft drink industry. Taking the example of two
brands 7up and Sprite in the Vietnamese market”, studocu.com
2. Hoai Thuong (2023), “7UP's marketing strategy: A spectacular "reversal"”,
nhahangso.com