(Tiểu luận) mid – term reportinternational investmenttopic pepsis coconut water

FOREIGN TRADE UNIVERSITY SCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS *** MID – TERM REPORT International Investment Topic: Pepsi's Coconut Water GROUP : CLASS : DTUE310(GD2-HK1-2223).1 INSTRUCTOR : PhD Tran Thanh Phuong Hanoi, November 2022 Group Members No Name Student ID Nguyễn Thị Diệu An 2113450002 Nguyễn Quỳnh Anh 2013550004 Nguyễn Tú Anh 2114410022 Đặng Lam Bình 2013150004 Nguyễn Hồng Dương 2112450023 Nguyễn Hải Đăng 2013550006 Nguyễn Hữu Đức 2112450026 Phạm Thị Thu Hà 2012150029 Nguyễn Vi Hiền 2014150207 10 Nguyễn Sơn Huy 2111420009 11 Nguyễn Mai Hương 2113150034 12 Nguyễn Trung Kiên 2113450013 13 Âu Ngọc Linh 2014550554 14 Trần Hải Diệu Linh 2012150054 15 Vũ Trần Khánh Linh 2113450020 16 Trịnh Tuấn Minh 2112450067 17 Nguyễn Hoàng Nam 2013150035 18 Bùi Thu Nga 2012150068 19 Nguyễn Thị Quỳnh Nga 2112550036 21 Lê Trần Thảo Ngân 2013150036 22 Nguyễn Tâm Nhi 2012150073 23 Trịnh Phương Thảo 2012150086 TABLE OF CONTENTS Group Members TABLE OF CONTENTS EXECUTIVE SUMMARY Introduction Company’s Product Market Opportunity Competition 10 Management Team 10 Financial Projections 10 Funding Requirements 10 BMC (Business Model Canvas) 10 CHAPTER 1: COMPANY DESCRIPTION Overview Of The Company 14 14 1.1 Shareholders of the company 14 1.2 History of Suntory PepsiCo (PepsiCo VietNam) 14 1.3 CEO of Suntory PepsiCo Vietnam Beverage 2022 15 1.4 Advisors 15 Products And Services 2.1 Overview of the product 16 16 2.1.1 Coconut water in general 16 2.1.2 Pepsi’s coconut water 16 2.1.3 Product’s name: “Cocochill” coconut water 16 2.2 Background to its development 2.3 Benefits and features 16 17 2.3.1 Benefits 17 2.3.2 Features 17 2.4 Unique selling point 18 2.5 Advantages to customers 19 2.6 Disadvantages/ Weaknesses 20 2.7 Future development 20 Long Term Aim 20 3.1 Become a popular provider of a coconut drink 20 3.2 Change consumers’ perspectives on the brand’s image 20 Objectives 4.1 Economic objectives 21 21 4.2 Human objectives 21 4.3 Social objectives 21 SWOT Analysis 5.1 Strengths 21 22 5.2 Weakness 23 5.3 Opportunities 24 5.4 Threats 25 CHAPTER 2: MARKET ANALYSIS 27 Target Market 27 Total Market Valuation 28 2.1 Domestic market valuation 28 2.2 International market valuation 28 2.3 Predicted market valuation in the future 29 Competitors 29 3.1 Cocoxim 29 3.2 Vietcoco 30 3.3 Delta 30 Entry Barrier 30 4.1 Intensity of rivalry 30 4.2 Limited qualified supply 31 4.3 Difficulty in substitution of soft drink 31 4.4 Local’s preferences 31 Competitive Advantages 31 5.1 Ownership’s global brand 31 5.2 Using recycle bottles 32 Benefits To Clients 32 6.1 Skin beauty 32 6.2 Benefit for health 33 6.3 Convenience for customers 34 Target Company Revenue 35 Market Trends 35 8.1 Recent changes of the market for coconut water in Vietnam 35 8.2 Future predictions of the Market for Coconut Water in Vietnam 36 8.3 Factors affecting the Market for Coconut Water in Vietnam 36 8.3.1 Demographic factors 36 8.3.2 Economic factors 38 8.3.3 Legislative factors 38 8.4 Implications for your product or service 8.5 Our plans to meet future demands and changes in the market CHAPTER 3: MARKETING/SALES STRATEGY Marketing Mix Strategy - 4P 1.1 Price 39 39 41 41 41 1.2 Promotion 41 1.3 Place 42 1.4 Product 42 Document continues below Discover more from:tư quốc tế Đầu DTU308 Trường Đại học… 356 documents Go to course 33 Vở ghi đtqt - Vở ghi đầu tư quốc tế cho… Đầu tư quốc tế 100% (6) Đề cương đầu tư 16 quốc tế - Đề cương… Đầu tư quốc tế 100% (3) ĐỀ THI CUỐI KÌ K58D - ĐỀ THI CUỐI KÌ… Đầu tư quốc tế 100% (2) Tiểu luận - Hoạt 34 động xúc tiến đầu t… Đầu tư quốc tế 100% (2) Tác động thu hút 28 FDI tới nguồn nhân… Đầu tư quốc tế 100% (2) Môi trường đầu tư Income Sources 23 Marketing Campaign 3.1 Carry brand through concepts, messages, colors, … QT Thái Lan final 42 Đầu tư quốc tế 43 100% (1) 45 3.2 Timeline 46 3.3 Budgets 47 Launching Campaign 47 4.1 Awareness 47 4.2 Engagement 48 4.3 Action 48 SWOT Analysis of PepsiCo’s coconut water in Vietnam 49 CHAPTER 4: RESEARCH AND DEVELOPMENT 52 Technology Roadmap 52 1.1 Team/department structure 52 1.1.1 Product R&D 52 1.1.2 Packaging R&D 52 1.1.3 Process R&D 52 1.1.4 Technology R&D 52 1.1.5 Intellectual Property Department 53 1.1.6 Research team 53 1.2 Milestones to be achieved 53 1.2.1 First stage 54 1.2.2 Second stage 54 1.2.3 Third stage 55 1.3 Methodology Research And Development 56 57 2.1 Research 57 2.2 Development 58 Technical Partners 59 IP, Patents, Copyrights, Brands 61 CHAPTER 5: STAFFING AND OPERATIONS 62 Management organization chart 1.1 The organization of the company’s divisions 1.2 The company’s global operations Staffing 62 62 62 65 2.1 Production employees 65 2.2 Executive employees 65 2.3 Sales employees 65 2.4 Accounting employees 66 2.5 R&D personnel 66 Training Plan Operational Plan CHAPTER 6: FINANCIAL PROJECTIONS Income Statement 66 67 70 70 Balance Sheet 70 Cash Flow Statement 72 SALES PIPELINE 74 Prospecting 74 1.1 Traditional Methods 74 1.1.1 Networking 74 1.1.2 Marketing Campaigns 74 1.1.3 Former Customers’ Connections 74 1.2 E-methods 74 1.2.1 Running Online Ads 74 1.2.2 Create a website 75 1.2.3 Partners with influencers 75 Lead Qualification 75 Demo And Meeting 76 FUNDING REQUIREMENTS 80 APPENDICES 85 List of references 85 SALES PIPELINE Prospecting 1.1 Traditional Methods 1.1.1 Networking We aim to set up a monthly networking event to raise funds for cancer patients to promote our products Our first event called Pepsi’s Coconut Marathon 2022 will be hosted this December in Thong Nhat Park, attracting runners and athletes, both amateur and professional all around the country In the event, for each person who enrolls in the run, we will be donating $5 to “Ngày mai tươi sáng” - a fund supporting cancer patients Also, Pepsi’s Coconut Water will be distributed free of charge to participants and Pepsi’s booths will be set up along the running route for potential customers who want to cooperate further Other similar events will be hosted simultaneously in HCMC at Nguyen Hue Street, in Da Nang at the center square, etc 1.1.2 Marketing Campaigns We will set up booths to distribute Pepsi’s Coconut Water for free in universities’ campus, alongside many activities to promote our product One of the activities is sharing how you take care of your health via consuming our Coconut water product as an ingredient or instant drink and post in on your social media, with hashtag #Cheerscungsuckhoe #SPVB 1.1.3 Former Customers’ Connections We will reconnect to Pepsi’s Retails Partners like restaurants, cafeterias, vending machines, to stock Pepsi’s Coconut Water 1.2 E-methods 1.2.1 Running Online Ads We will set partner relationships with e-commerce companies and social media platforms like Shopee, Lazada, Facebook to run our ads For social media, we will set up a daily schedule to run ads in golden hours every day (from 6:30 pm to 11:00pm), targeting youngsters, parents and people who want to pursue a healthy lifestyle 74 For e-commerce platforms, we will discount products sold on Shopee and Lazada, and provide more vouchers like buy get free, 1.2.2 Create a website Having a website with all of our information on our background, our stories, how we made the coconut water, our supply source, etc This will help consumers find out more about us easier, and make them more trusting of our product when they can get to know deeper about our company and product 1.2.3 Partners with influencers Pepsi’s Coconut Water targets a wide range of customers, especially youngsters so young KOLs/KOCs and healthy lifestyle influencers will be our preferences These influencers can review our products and give their subscribers advice on usage Example: Gymmer & Influencer Hana Giang Anh, Model Minh Tu, Dancer Quang Dang, etc Lead Qualification LEAD QUALIFICATION BANT FRAMEWORK Budget For individual bottles of coconut is $0.65 or 15000 VND The cost of a full set of 14 coconut bottles is around $7 Authority - Our company: under the control of the head, the board or the manager - Customers are individuals => direct role - Customers are companies => the manager, the head Need According to our Analysis: - Coconut water is rich in Calcium, Magnesium, Phosphorus, and Potassium, which are vital to improving the health conditions of newly- ill patients Specifically, it has proven effective in minimizing 75 the damage of malaria, flu, and Covid 19 Since Vietnam is a tropical and temperate climate zone, which is the perfect temperature for these diseases to thrive, coconut water is crucial for those who catch these illnesses - Coconut water helps lower blood sugar for people living with diabetes The frequency of diabetes has nearly doubled over the past ten years in Vietnam, where it is increasing at alarming rates According to current estimates, one in every 20 Vietnamese adults has diabetes Additionally, there are three times as many people with pre-diabetes as those with diabetes Hence, the usage of coconut water is important - Coconut water is already familiar to Vietnamese households The nature of the coconut, which is hard to open, notwithstanding, has led to the fact that many customers not want to buy a whole coconut Should customers be given a bottle of coconut water, which is way more convenient, they would purchase it immediately Timeframe After trying the first bottle of coconut made by Pepsico, consumers will consume at least coconut water bottles a week Demo And Meeting A workshop to extend awareness of people about Coconut water produced by PepsiCo: - Place: + Hanoi: Royal City + HCMC: Bitexco Building - Subject: People interested in new launch product of PepsiCo and healthy beverage aspects of coconut water The workshop aims to introduce everyone to PepsiCo’s coconut water, a healthy and nutrition product The event informs people with the benefits and 76 characteristics of the newly launched product and gives the participants the chance to try the item Coconut water is one of the healthiest alternatives to sport drinks because it’s a rich source of electrolytes and minerals to your body after either sweat workouts or just daily hydration PepsiCo commits to the highest quality of coconut water and with the standard food safety Our company strives to deliver the most robust and highest quality organic coconut water with all raw material inputs selected and classified according to global and US FDA standards There are several benefits of coconut water: ● Strengthen the immune system ● Improve metabolism, promote weight loss ● Enhances eye health ● Beautify skin In the workshop, those who attend the introduction workshop can answer some questions about the benefits of drinking coconut water with the presents for the right answers There is also a Lucky Draw game for attendees with gifts are vouchers, coupons, tote bags, rice/ bamboo straws, drinking bottles,… Besides, the organizers will give away vouchers - buy get - to all the participants In addition to the meeting and product introduction, we would also bring the product out for free samples in various universities, high schools, and supermarkets Since our customer targets are mostly young, the product should focus on collecting their data while still attracting them to the product Currently, the universities and high schools we are planning to host a free sample section on are listed as follows, with the time span from 30/11 to 10/12: ● Foreign Trade University (FTU) ● University of Language and International Studies (ULIS) ● Hanoi National University of Education (HNUE) ● Hanoi University of Science and Technology (HUST) ● National University of Economics (NEU) ● VinUni (if possible) 77 ● RMIT ● Chu Van An High school ● Foreign Language specialized school (FLSS) ● Amsterdam high school for the gifted The reasons why we are choosing these schools are: ● Students studying here can recognize the brand (Pepsico.) easily, thus incites them to try the product ● The locations of these universities/schools are close to supermarkets and convenience stores, which makes it easier for students to buy the products for themselves ● High schools have a really close-knitted network, every student may know and/or be aware of each other, which leaves a bigger and better impact (via earned media) Not only we provide samples, but we would also organize games and activities with giveaways to everyone who participates: ● Free trials of a laptop, which would become the first prize of the giveaway ● Questionnaire about the benefits of coconut water and products ● Reviews about the product ● Bingo for the first prize ● Other activities for chances of winning prizes The prizes are listed as followed: ● Laptop (1st) ● 100.000 VND voucher for shopping in Winmart/ Winmart+ stores (2nd-3rd) ● Water bottles (3rd-4th) ● Bracelets ( Prizes for other activities) ● Notebooks ● Ballpens Free samples will be distributed among big supermarket chains, such as MegaMarket and BigC, which allows for brands to provide samples to many customers going shopping 78 With this, we aim to keep notes about the product, making bonds with customers and bring them the most suitable coconut water to their taste 79 FUNDING REQUIREMENTS Project Funding Requirements Project Project Phase Time Funding Type Year Researching & Technology Developing: managers - Year Year Market External Research: products, Manager market, selling salaries and point, benefits marketing methods, product-leak communication managers $2.946 Human Administrative resource expenses administration & managers strategy, develop CEOs creative Office campaigns & organizing - Competition Research: which current related products and services are customers Management facilities renting Management tools $1.698 & softwares outlet Prototype Experimenting & Manufacturing $9.344 Employee salaries and benefits $6.488 Market & Competition Researching expenses $1.894 utilizing, USP, Marketing & Advertising expenses differentiate Manufacturing Technology R&D expenses strategy $3.948 $848 80 - Customer Behavior: Identify target customers and customer segments Legal managers Technology - Manager Introducing salaries and new products benefits to the market: Awareness and Interest raising - Developing $3.858 administration CEOs Office renting & organizing Management Management facilities tools & methods Boost Channels & expenses manufacturing $1.764 softwares & Advertising resource managers cost-effective Marketing Human Administrative and delivering - managers subscription Planned “leak” of product information $385 Renting $3600 as well as Sales Pipelines: Action taking Cost of Goods Sold Manufacture Machinery and Equipment Inventory Logistic Storage $7865 $14.830 $5223 81 Carriage $4511 Promotion, Sales and Ads Boosting (Social Media Ads, KOLs, TV ads, Online Broadcasting Apps ads, Broad Internet Ads, $8.390 testing sample ) - Employee salaries and benefits $7.478 Manufacturing Technology R&D expenses $2.538 Scaling products Business and (Accounting, Market Marketing Penetration Data - Analyzing) Products Checking, managers Feedback-Refl Manager ecting, salaries and resource Improving benefits Loop Cycles to revolutionize products ways Human & managers expenses CEOs in $5.139 administration Administrative External fitting communication customers - & managers Providing Office Excellent Services and developing new cost-effective Management facilities renting & organizing Management tools $2.493 & automated 82 channels to software scale subscription production and Renting $4.948 bring products to Machinery and Manufacture customers Equipment the Inventory in Cost of Goods fastest Sold way $8.390 $28.320 Storage $8671 Carriage $7337 Logistic Self-serve Customer service automated development $3.585 expenses expense Front-line support Sales Discount Expenses Advertising, Marketing and functions & Offline campaign & event Promotion $6.035 expenses Employee salaries and benefits Manufacturing technology $8.693 development $2.820 expenses Management reserve (5%) $1.358 $1.962 $3.521 $28.524 $41.205 $73.944 Totals $143.674 Total funding requirement: $143.674 Project $850.000 83 evaluation: Funding equity proportion: 16,90% 84 APPENDICES List of references Đào, A, Hà, T & Thị, L 2021, ‘Nghiên cứu sản xuất nước dừa đóng hộp = Research on the processing of canned coconut water.’, Tạp chí phát triển Khoa học Cơng nghệ, vol 10, no 2, viewed 20 November 2022 Global Coconut Water Market: Analysis By Type, By Form, By Packaging, By Distribution Channel, By Region, Size and Trends with Impact of COVID-19 and Forecast up to 2027 2021, Reportlinker.com, viewed 20 November 2022, Dost-bentre.gov.vn (2017) Dừa xiêm lục-giống dừa uống nước triển vọng [online] Available at: http://dost-bentre.gov.vn/tin-tuc/692/dua-xiem-luc-giong-dua-uong-nuoc-trienvong [Accessed 20 Nov 2022] Streit, L (2021) Does Coconut Water Cause or Prevent Diarrhea? [online] Healthline Available at: https://www.healthline.com/nutrition/coconut-water-diarrhea) [Accessed 20 Nov 2022] Coconut water company Betrimex Vietnam (2022) Home [online] Available at: https://www.betrimex.com.vn/en [Accessed 20 Nov 2022] Objectives of Business: Major Objectives of Business (2019) Available at: https://www.economicsdiscussion.net/business/objectives-of-business/31843 (Accessed: 21 November 2022) (2022) Pepsico.co.uk Available at: https://www.pepsico.co.uk/home/sustainability/our-goals (Accessed: 21 November 2022) 13 best business objectives to consider (plus tips) (no date) Available at: https://www.indeed.com/career-advice/career-development/business-objectives (Accessed: November 21, 2022) 85 C.H (2021), “Việt Nam có tốc độ gia tăng tầng lớp trung lưu nhanh hàng đầu châu Á”, Zing News, 28 Oct, [online] Available at: https://zingnews.vn/viet-nam-co-toc-do-gia-tang-tang-lop-trung-luu-nhanh-han g-dau-chau-a-post1273300.html [Accessed 20 Nov 2022] 10 “Tổng hợp FTA Việt Nam tính đến tháng 01/2022”, TRUNG TÂM WTO VÀ HỘI NHẬP PHÒNG THƯƠNG MẠI VÀ CÔNG NGHIỆP VIỆT NAM, [online] Available at: https://trungtamwto.vn/thong-ke/12065-tong-hop-cac-fta-cua-viet-nam-tinh-de n-thang-112018 [Accessed 20 Nov 2022] 11 “Beverage battle fizzes up for domestic and foreign players”, Vietnamnet Global, June, [online] Available at: https://vietnamnet.vn/en/beverage-battle-fizzes-up-for-domestic-and-foreign-pl ayers-740784.html [Accessed 20 Nov 2022] 12 (2022) suntorypepsico.vn Available at: https://www.suntorypepsico.vn/page/ve-chung-toi (Accessed: 21 November 2022).(2022) 13 (2022) Amcharmhanoi.com Available at: https://www.amchamhanoi.com/2022-jahanzeb-qayum-khan/ (Accessed: 21 November 2022) 14 Tetrapak.com (2021) Tetra Top carton bottles for chilled and ambient products [online] Available at: https://www.tetrapak.com/solutions/packaging/packages/tetra-top [Accessed 22 Nov 2022] 86 More from: Đầu tư quốc tế DTU308 Trường Đại học… 356 documents Go to course Vở ghi đtqt - Vở ghi 33 16 đầu tư quốc tế cho… Đầu tư quốc tế 100% (6) Đề cương đầu tư quốc tế - Đề cương… Đầu tư quốc tế 100% (3) ĐỀ THI CUỐI KÌ K58D - ĐỀ THI CUỐI KÌ… Đầu tư quốc tế 100% (2) Tiểu luận - Hoạt động 34 xúc tiến đầu tư tại… Đầu tư quốc tế Recommended for you 100% (2) 124 23 33 22 Tieng anh a2 20cau full - Quy trình luân… Báo cáo khoa học 100% (1) KLE - BIG4 Practice TEST accounting 100% (2) Vở ghi đtqt - Vở ghi đầu tư quốc tế cho… Đầu tư quốc tế 100% (6) Chapter - SV Slides for High-… Đầu tư quốc tế 100% (1)