Marketing management marketing plan for pepsi tropical flavors

Trang 1 MINISTRY OF FINANCE UNIVERSITY OF FINANCE MARKETING – MARKETING MANAGEMENT 2311702006001 MARKETING PLAN FOR PEPSI “TROPICAL FLAVORS” LECTURE Ngô Minh Trang : STUDENTS:

MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING  MARKETING MANAGEMENT 2311702006001 MARKETING PLAN FOR PEPSI “TROPICAL FLAVORS” LECTURE: Ngô Minh Trang STUDENTS: 2121003373 2121003839 Lê Phương Quang Huy: 2121003802 Nguyễn Thị Thùy Diệu: 2121003795 Hứa Viết Thu Huyền: 2121010857 4.Đặng Phúc Thanh Nhàn: 5.Nguyễn Hưng Thịnh: Ho Chi Minh City - 2023 MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING  MARKETING MANAGEMENT 2311702006001 MARKETING PLAN FOR PEPSI “TROPICAL FLAVORS” LECTURE: Ngô Minh Trang STUDENTS: 2121003373 2121003839 Lê Phương Quang Huy: 2121003802 Nguyễn Thị Thùy Diệu: 2121003795 Hứa Viết Thu Huyền: 2121010857 4.Đặng Phúc Thanh Nhàn: 5.Nguyễn Hưng Thịnh: Ho Chi Minh City - 2023 ALTERNATIVE TABLE Name Student ID Tasks Completion Level Lê Phương Quang 2121003373 - Market Summary 100% Huy - Segmentation, Targeting, Positioning - Marketing strategy + tactics (Price) Nguyễn Thị Thùy 2121003839 - Competition 100% Diệu - Keys to Success - Critical Issues - Marketing strategy + tactics (Product) Đặng Phúc Thanh 2121003795 - SWOT Analysis 100% Nhàn - Marketing strategy + tactics (Promotion) Hứa Viết Thu Huyền 2121003802 - Executive summary and table of 100% content - Mission - Objectives - Implementation controls - Marketing strategy + tactics (Place) - Design Nguyễn Hưng Thịnh 2121010857 Lời cảm ơn, mở đầu, kết luận 100% - Marketing Research - Financial Projections - Design i TEACHER ASSESSMENT Mark (word) Mark (number) ii PREFACE Vietnam beverage market is one of the potential and high growth markets in Southeast Asia However, this is also a fiercely competitive market with the presence of many domestic and foreign brands To dominate and expand market share, businesses must always update and meet the needs and desires of consumers, as well as create differentiation and added value for their products In that context, Pepsi is one of the most famous beverage brands in the world, with a history of more than 100 years of establishment and development Pepsi has been present in Vietnam since 1994 and has become one of the leading companies in the beverage industry here In order to maintain and develop its position in the highly competitive beverage market, Pepsi is constantly innovating and innovating to bring customers quality products, unique flavors and in line with current consumer trends In this marketing plan, we will present Pepsi”s strategy to launch a new product in Vietnam, which is Pepsi “Tropical Flavors” alcoholic beverage This is Pepsi”s breakthrough initiative to contribute to product localization and market expansion Leading the trend with the first alcoholic beverage product line launched in the Vietnam market We will analyze the market situation, target customers, business objectives, marketing mix strategy and implementation plan for this new product iii ACKNOWLEDGEMENTS We would like to express my sincere thanks to: The Board of Directors of the University of Finance and Marketing for creating conditions for facilities with a modern library system, a variety of books and documents convenient for searching and researching information We would like to thank the lecturer Ngo Minh Trang for giving dedicated and detailed lectures so that our team has enough knowledge and applies them to this essay Due to the lack of experience in talent as well as the limitations of knowledge, in the essay there will inevitably be shortcomings We look forward to receiving comments, suggestions, and criticisms from her side to make the essay more complete Finally, we would like to wish you much health, success and happiness iv Document continues below Discover more fmroamrk:eting management MM20212022 Trường Đại học Tài… 654 documents Go to course [123doc] - de-tai- phan-tich-chien-luoc… 47 100% (50) PHAN TICH Chien LUOC Marketing CỦA PHUC… 98% (58) Shopee MM 100% (13) 16 marketing management LRP-Marketing-Plan - Grade: 96% (23) 21 marketing management Muji Economics Project 27 marketing 100% (4) management Marketing plan for Cocoon's new produc… 16 marketing 83% (18) management Contents ALTERNATIVE TABLE i PREFACE iii ACKNOWLEDGEMENTS iv Chapter Executive summary and table of contents Chapter Situation analysis I Market Summary Market Needs Market Trends 3 Market Growth II SWOT Analysis Strengths Weaknesses Opportunities SWOT analysis table III Competition IV Keys to Success V Critical Issues Chapter Marketing strategy 10 I Mission 10 II Objectives 10 Marketing Objectives 10 Financial Objectives 10 III S - T - P 11 Segmentation 11 Target Markets 13 Positioning 13 IV Strategies 14 Product 14 Price 14 Place 14 Promotion 15 V Marketing Research 15 v Chapter Marketing Tactics 17 I Product 17 II Price 20 III Place 22 IV Promotion 24 Chapter Financial projections 30 I Break-Even Analysis 30 II Sales Forecast (VND) 30 III Expense Forecast 30 Chapter Implementation Controls 31 I Implementation 31 II Marketing Organization 31 III Contingency Planning 31 CONCLUSION 33 REFERENCE 34 vi Table of Tables Table SWOT analysis Table Psychographic Segmentation 12 Table Behavioral Segmentation 12 Table PEPSI Ha Noi plums 17 Table Price Tactics 20 Table Place Tactics 22 Table Promotion Tactics 26 vii