Pepsi and Cocacola in marketing strategy war
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This presentation summarizes the marketing war between Pepsi and Coca-Cola in Vietnam in the 1990s. In the first section, it explains how Pepsi initially beat Coca-Cola by being the pioneer in Vietnam, giving them advantages over the late-arriving Coca-Cola. Pepsi also understood local tastes preferred sweeter drinks and organized popular local events. The second section discusses the challenges Coca-Cola faced in overcoming Pepsi's strong distribution and brand recognition. Coca-Cola partnered with local retailers and sponsored music festivals to appeal to youth. The final section notes the key lessons of developing strong distribution channels and having a deep understanding of local customers.
Pepsi and Cocacola in marketing strategy war
- 1. WELCOME YOU TO GROUP 9S PRESENTATION !
- 2. Group 9 Coke and Pepsis marketing war in Vietnam dfj
- 3. OUTLINE: outline 1.How Pepsi beat Coca-Cola inVietnam in 90s ? 2.How did Coca-Cola overcome challenges? 3.What can we learn from this war?
- 4. 1. HOW PEPSI BEAT COCA-COLA IN VIETNAM IN 90S ? There are 3 reasons: Reason 1: Pepsi is the pioneer in Vietnam. Reason 2: Disadvantages of the late comer: Coca-Cola Reason 3: The Pepsi Company had a deep understanding of the locals.
- 5. 1. HOW PEPSI BEAT COCA-COLA IN VIETNAM IN 90S ? Reason 1: Pepsi is the pioneer in Vietnam.
- 6. Reason 1: Pepsi is the pioneer in Vietnam. The best brand names High quality products & good services Special offers Win the market Pepsi set up distribution channels throughout Vietnam.
- 7. Reason 1: Pepsi is the pioneer in Vietnam.
- 8. 1. HOW PEPSI BEAT COCA-COLAIN VIETNAM IN 90S ? Reason 2: Disadvantages of the late comer: Coca-Cola The Coca-Cola Company penetrated Vietnam market legally after few years. At the end of the 90s, Coca-Cola and Pepsi war broke out in Vietnam When Pepsi penetrating Vietnam market Situation Our laws for foreign businesses - Small market players with low capital investment & poor technology Pepsi became the first market leader easily. -quite simple When Coke penetrating Vietnam market -The enemy (Pepsi) had built up strong distribution channels throughout Vietnam. -more powerful
- 9. 1. HOW PEPSI BEAT COCA-COLAIN VIETNAM IN 90S ? Reason 3: The PepsiCo Company had a deep understanding of the locals. Vietnamese prefer the sweeter taste of Pepsi than Cokes.
- 10. Reason 3: The PepsiCo Company had a deep understanding of the locals. The Pepsi Company organized an event called Fun day of football Slogan "Drink Pepsi to support Vietnam National Football team on the international arena. increase its sales easier improve customer relationships develope the companys image .
- 11. Reason 3: The PepsiCo Company had a deep understanding of the locals. Pepsi and Coca-Cola planned to attract more customers with big prizes. The PepsiCo Company Drink Pepsi to win a Honda motorbike Practical, suitable The Coke Company Drink Coke to win a trip abroad Impractical, luxurious
- 12. OUTLINE: outline 1.How Pepsi beat Coca-Cola in Vietnam in 90s ? 2.How did Coca-Cola overcome challenges? 3.What can we learn from this war?
- 13. 2. HOW DID THE COCA-COLA COMPANY OVERCOME CHALLENGES? There are 3 challenges The PepsiCo Company - Vietnamese chose Pepsi for its familiarity and good service. -strong distribution channels throughout Challenge 1 Vietnam. The Coca-Cola Company - Coca-Cola still kept using retail marketing strategy Purposes -market the taste to customers -market its products to a large number of small shops with special offers create market share. -vendors pushing carts is one of the images familiar to Vietnamese. control Coca-Colas market share.
- 14. The PepsiCo Company - Due to the commitment with Pepsi, Co.opMart couldnt build up the relationship with Coca-Cola. The Coca-Cola Company -Cooperation between Coke and Co.opMart begins on 1st January, 2013 -umbrellas, cups went together with its products as promotion gifts. -People like Cocacola certainly never find its products in Lottery, Chicken express, KFC, Subways systems. - In September, 1995: The Coke Company decided to form a joint venture with Chuong Duong Corporation Challenge 2 Purposes -Co.opmart is the leading supermarket in Vietnams Market. Attract more customers Improve business image In order to quickly acquire critical intellectual property, technology, or resources otherwise hard to obtain.
- 15. The PepsiCo Company -sport sponsorships Challenge 3 The Coca-Cola Company -music festival sponsorships Purposes - Refresh business image successfully. -Improve customers relationships, especially the young who are K-pop fans. Learn lessons from The PepsiCo Company: have a deep understanding and a suitable practical marketing plan in Vietnam
- 16. COCA COLA SOUNDFEST VIETNAM 2012
- 17. OUTLINE: outline 1.How Pepsi beat Coca-Cola inVietnam in 90s ? 2.How did Coca-Cola overcome challenges? 3.What can we learn from this war?
- 18. 3. WHAT CAN WE LEARN FROM THIS LONG-LASTED WAR? Strong distribution channels A deep understanding 1. 2. 3. 4. Attract more customers. Send out or communicate your brand or businesss message to your target market effectively. Increase sales easier in a smart marketing way. Improve your customer relationships.
- 22. >> GAME<<