Trang 1 MINISTRY OF FINANCE UNIVERSITY OF FINANCE MARKETING – MARKETING MANAGEMENT 2311702006001 MARKETING PLAN FOR PEPSI “TROPICAL FLAVORS” LECTURE Ngô Minh Trang : STUDENTS:
Executive summary and table of contents
This marketing plan outlines Pepsi s strategy to launch a new product in Vietnam, the”
Pepsi Tropical Flavors alcoholic beverage“ ” The new product is designed with 3 flavors: Hanoi plums, pineapple, and passion fruits to contribute to Pepsi s product localization This ” campaign aims to create a sense of familiarity and pride among local consumers, while also highlighting the rich and diverse flavors of Vietnam s tropical fruits Through this campaign, ” Pepsi hopes to establish itself as a brand that understands and caters to the preferences of Vietnamese consumers Besides that, Pepsi s efforts to expand its market in Vietnam This ” initiative marks Pepsi s entry into the alcoholic beverage market, positioning the brand as a ” trendsetter in a highly competitive market The analytical methods in this article include five sections:
With the situation analysis, we describe the beverage market in Vietnam, Pepsi”s capability to serve targeted segments and discuss the top competitor in the market Additionally, we also provide valuable insights into what Pepsi needs to focus on to ensure the success of the new product
We outline Pepsi s mission, objectives, segmentation, and positioning strategies The ” mission statement provides a clear direction for the company and sets specific goals for the new product, and identifies the target market for our product To analyze the marketing tactics, we use marketing model 4P to present the specific marketing mix strategy that Pepsi will use to achieve its objectives
The financial projections include budgets and forecasts to plan for marketing expenditures, scheduling, and operations and the implementation controls propose some contingency planning that could impact the launch of Pepsi "Tropical Flavors"
In summary, this marketing plan represents Pepsi s commitment to innovation and ” meeting the needs of its customers The plan provides a comprehensive understanding of the market opportunity and marketing strategy for the launch of the new product We believe that with the right implementation, Pepsi Tropical Flavors alcoholic beverage will be a success in “ ” the Vietnamese market, contributing to Pepsi s growth and market expansion efforts ”
Situation analysis
Market Summary
PepsiCo is the world s leading food and beverage company The company provides ” more than one billion users to enjoy every day in 200 countries, including Vietnam Through this product, the company wants to provide new experiences and important benefits to customers:
Quality craftsmanship - Customers work hard to make money, so they expect the value of the product to be worth what they spend
- Thoughtful design - Careful packaging, and eye-catching product design is also a part of helping them make purchasing decisions
+ Customer Service - Good service is essential to building a sustainable brand with a loyal customer base
Along with the integration and development of the economy - society today has led to an increasing demand for meetings and parties This means that alcohol consumption also increases
According to statistics from the National Traffic Safety Committee, about 40% of traffic accidents and 11% of deaths are related to alcohol Statistics also show that, out of 100 victims of traffic accidents related to alcohol and beer, the age group from 15 to 29 accounts for nearly 60% Young people drinking alcohol without control, and driving a vehicle after drinking is an emerging reality
Realizing the problem of blood alcohol concentration being too high and having bad effects on health, PepsiCo launched the Pepsi Tropical Flavor product line - an alcoholic beverage The new product promises to develop quickly and distribute throughout the country with an easy- -drink tropical fruit taste, and low alcohol content, so it is quite safe to
Through research, we can see that the development opportunity of alcoholic beverages in Vietnam is marvelous because:
− The growing population and young structure together with the increasingly improved collection create a potential market
Picture I-1 Population of VietNam (2021 and historical):
Nguồn:baotintuc.vn + According to the latest data from the United Nations, Vietnam s population was ” 99,494,656 as of March 23rd, 2023, accounting for 1.24% of the world s population ” and ranking 15th in the global population
− Beer consumption in Vietnam is increasing gradually, despite the economic crisis & markets in Asia - Pacific countries
− Our country s party culture along with modern change and integration ”
− Vietnam joins world organizations: WTO, AFTA
+ Vietnam joins world organizations to expand relationships, creating opportunities for Vietnamese products to go further, which is an opportunity for products such as alcoholic beverages to thrive both domestically and abroad
SWOT Analysis
Founded in 1898, Pepsi has a wealth of experience and position in the minds of consumers, with a huge number of loyal customers worldwide
Possessing huge capital, when initially approaching the Vietnamese market, Pepsi did not hesitate to offer discount programs Strong capital makes it easy for Pepsi products to implement the strategy of applying competitive prices to dominate the market
Pepsi always knows how to capture the interests and tastes of Vietnamese customers with TVCs, billboards, vibrant promotions, fresh colors, etc to create an image of a youthful modern lifestyle - "Next Generation" - the same lifestyle message but also know how to exploit the domestic labor source
S4: Diversified product portfolio and quality
Pepsi”s beverage products put on the market have many flavors to help users easily choose and trust In particular, the manufacturers of Pepsi take care of each finished product, so the quality and safety of the product are always appreciated
Pepsi always has preferential prices to attract customers and compete with competitors like Coca-Cola
Pepsi”s distribution chain stores are mainly fast food stores, coffee shops, supermarket retail systems, and convenience stores in Vietnam They have bypassed the form of street vendors, bringing their products to every alley and corner of the neighborhood, as rival Coca- Cola has applied
In general, Pepsi s product composition table does not provide any nutrients for users, ” on the contrary, if customers use too many soft drinks, it also causes many diseases: weight gain, diabetes, and phosphoric acid resistance interferes with the body s natural ability to ” absorb calcium Not getting enough calcium can lead to soft bones, osteoporosis, and tooth decay
O1: Open-door policy to develop market economy
During the doi moi period, Vietnam changed from a centrally planned economy to a socialist-oriented market economy, expanding and promoting trade It is a great opportunity for Pepsi to widely develop and spread its brand throughout Vietnam
Oriental cultural cuisine has a variety of flavors and fruits, which is suitable to help Pepsi create many products with Vietnamese culture, making an impression on users
O3: The fast food and beverage market is growing and expanding
Because Pepsi offers a wide range of its beverage product lines at food stores in Vietnam, the growing fast food and beverage market creates opportunities for Pepsi to develop its distribution system a Threats
Coca-Cola is the leading brand and Pepsi has not yet surpassed Coca-Cola in the world However, in Vietnam, Coca-Cola”s market share is weak compared to Pepsi But not so that Pepsi was caught off guard, the brand must continue to improve the quality of taste or product design
T2: Changes in taste from consumers themselves
Vietnamese consumers are becoming more and more demanding in choosing their
Leveraging the power of capital and the ability to create ads to implement
"differentiation" and "localization" strategies to attract Vietnamese customers and maintain and improve market share
Brands need to bring products that have thrived in foreign markets to the
With strong potential, Coca-Cola is growing and surpassing Pepsi in many markets, so Pepsi must increasingly position itself differently from competitors
Thương hiệu nên mở rộng hệ thống phân phối của mình, tạo mối quan hệ hợp tác tốt đẹp với các trung gian đại lý bán hàng địa - phương
Pepsi needs to come up with products that have safer ingredients for health and suit the taste of Vietnamese users
Co mpetition
When launching this kind of product, Pepsi will become one of the pioneering brands to produce this product, thus, it will not be too difficult to stand out in the market However, it is not without competition, there is a brand that has long been famous for its alcoholic juice products - Vodka Cruiser
This brand represents a “ready to drink” vodka mixed with soft beverage sold in Australia since 2000 which comes in a wide range of flavors and colors With alcoholic volume wavering from 5 to 7%, this product line is mainly for youngsters as a “ready” before enjoying a meal However, its prices are still quite high and have not reached many customer segments in Vietnam due to its ineffective marketing strategy
Besides, Strongbow under the Heineken company is also considered a brand with an almost similar product line
Strongbow is a successful brand in the market when having the ability to reach the target audiences thanks to effective marketing and communication strategies Nevertheless, this brand does not promote distribution in small and medium cities, towns or counties so it s hard for ” consumers and potential consumers to find Strongbow at retail and grocery stores Anyways, in the Vietnamese market, the concept of fermented fruit juice or alcoholic beverage is quite new so it can be a fully potential market
Understanding all these features, Pepsi can launch other campaigns that are more effective and different than their predecessors by promoting the strengths and fixing the improving points.
Keys to Success
Keys to success include the satisfaction about the products quality and its packaging: ”
− Pepsi has to maintain the core value of their products and is the global leader in beverages by winning with purpose
− Its packaging needs to bring the breath of youth, creative and dynamic Moreover, it has the taste of summer and tropical flavors in order to match with the product s features ”
− The message of this product line: Pepsi wants to create a product that puts sustainability and human capital at the center, bringing value that makes positive growth and change for the planet and people.
Critical Issues
Pepsi will become the first brand to establish an alcoholic beverage product line that provides the local flavors to Vietnamese people Therefore, it is necessary to emphasize on the
9 Finally, it is about meeting the market needs and satisfying consumers with the quality of the product line and its convenient as well as attractive packaging.
Marketing strategy
Mission
Pepsi”s mission is to establish Pepsi “Tropical Flavors” as the leading alcoholic beverage brand in Vietnam By leveraging innovative marketing techniques and a strong distribution network, Pepsi s Tropical Flavors will deliver a unique and refreshing taste ” ” experience to consumers With slogan - "Pepsi có cồn vị nhiệt đới sảng khoái, tươi mới suốt - ngày dài", our business will ensure the product will exceed the expectations of the customers.
Objectives
Launching new products: Launch Pepsi Tropical Flavors in the market The launch of “ ” this new product will contribute to Pepsi s product localization and market expansion efforts ” in Vietnam
Increasing sales activities: The launch of the new product is expected to increase Pepsi”s sales and sales activities in the Vietnamese beverage market
Increase brand awareness: Through the launch of Pepsi Tropical Flavors to create “ ” buzz around the new product and become the first brand to establish an alcoholic beverage product line in Viet Nam
Attract New Customers: By highlighting the unique taste and flavor of Pepsi Tropical “ Flavors” and positioning it as a premium alcoholic beverage option, attract new customers who need refreshments with the right amount of alcohol, or customers looking for new and creative drinks,
Establish Pepsi s presence in the alcoholic beverage market: This product launch marks ” Pepsi”s entry into the Vietnamese alcoholic beverage market Pepsi aims to position itself as a trendsetter and gain a foothold in the alcoholic beverage market
11 including material costs, shipping costs, and personnel costs) without lowering the quality to create a product meets company standards with the best possible price, make the product more price competitive in the marketplace
Advertising Strategies and Costs: Research the advertising costs needed and analyze the advertising expense, thereby identifying more efficient ways to spend financial funds on future marketing plans
Profit Projections and Monitoring: Along with the constant changes of the market, based on expected revenue and projected cost, we need to forecast and closely monitor profit, then the business can increase the asking price until the desired profit is achieved.
S T - - P
Alcoholic beverage with 3 flavors of passion fruit, Hanoi plum, and pineapple was first launched by Pepsi in the Vietnam market (a country with a variety of tropical fruit trees) Currently, domestic fruit has conquered difficult customers such as the United States, Japan, New Zealand, and Australia This is considered a stepping stone for the production of Pepsi Tropical Flavor in other countries
In other words, what is consistent with the geographic approach is that the population densities are different across regions Product distribution is also considered for launch in urban areas, which are densely populated in the early stages Meanwhile, in rural areas, the following product distribution will be considered b Demographics
The Pepsi brand is already familiar to everyone, but with this product, Pepsi "Tropical Flavor" wants to target a group of young and dynamic customers, especially those aged from
18 to 35 They can come from many different professions such as pupils, students, office workers, influencers the common point is that drinking soft drinks is not only for refreshment but also "relaxation" People generally tend to drink a little bit of alcohol in order to have fun after school or work, being drunk makes them feel happy and “spirited,” especially drinking alcohol with friends can be a fun experience c Psychographics
- Young people are dynamic and easily accept new products
- They love viral and new products on the market
- They gradually become more aware, and tend to care about environmental protection such as recycled products, and friendly materials
- Often referring to reviews on social networks, and e-commerce platforms
- They often think and consider carefully before making a purchase
- Having faith and using products that are already on the market with high reliability
- Believing in value, brand name over product quality
- Trusting recommendations from family, friends, relatives… d Behavioral Factors
Buyer Behaviour - Relax, have fun
- When there are meetings or special occasions
Customer Types - Wholesale and retail retailers such as markets, grocery stores, e- commerce platforms, etc
- Modern stores: supermarkets, convenience stores…
- Places of direct consumption, namely restaurants, hotels, amusement parks, air transportation services, etc
- Agents in 3 regions of Pepsico
The target market of Pepsi s new product line focuses on supermarkets, commercial ” centers and convenience stores, residential areas in big cities (Hanoi, Ho Chi Minh City), where customers have a habit of consuming alcoholic beverages more than other provinces The city is also a densely populated place with a high standard of living, so this is an ideal market, suitable for Pepsi Tropical Flavor
This product line is aimed at young customers, aged 18-25 years old with high income, most of them are single They often tend to explore and experience products that are both strange and high-quality as well as express their ego, Pepsi Tropical Flavor has fully met those criteria So it could be used in parties, Tet holidays or friend s meetings ”
PepsiCo from the beginning has positioned a new product as an alcoholic beverage with a target audience of young people with a good average income, the brand always pays attention to product quality and feedback, reviews from customers
Picture -1 ints of Parity - Points of DifferenIII Po ce
Strategies
− Pepsi brand wants to offer a wide variety of products in their portfolio, increasing average order value by product ranges from different flavors, packaging and pricing always the first choice
− This time, the product line includes 3 localized flavors, exclusively for the Vietnamese market, different and outstanding In particular, these 3 flavors are inspired by 3 fruits: Hanoi plum, pineapple and passion fruit, with a characteristic sour taste combined with alcohol, gas and sweetness in soft drinks will bring customers a quenched and refreshing feeling
− In addition, this campaign also aims to expand the target market, open up customer databases, and most importantly, increase brand awareness among target customers and increase revenue
− The brand has low product prices since launch, which means that they accept profits that are lost to achieve the target of market share and profit later
− Selling by combo helps businesses improve capacity, take advantage of production capacity and save costs
− Quantity discounts to stimulate purchases, reduce inventory, increase market share
− Seasonal discounts allow businesses to maintain steady production and consumption levels all year round
− The discount increases customer loyalty to the business and is a reward for retailers
− Actively reduce prices when market share decreases due to price competition
− Focused on leveraging existing channels to reach customers effectively The product will be distributed through a mix of channels, including traditional, modern, and on-
− Contributing to satisfying the needs of the target market, making products always available in the market at the right place, at the right time to go into consumption
− Increase market coverage, expand its reach to customers in remote areas or customers who do not have the opportunity to buy products directly
+ Help businesses introduce Pepsi Tropical Flavors alcoholic beverage to new “ ” customers on the occasion of summer 2023
Compared with previous product lines of Pepsi in Vietnam such as Pepsi Original, Pepsi Zero Sugar, ; Pepsi “Tropical Flavors” alcoholic beverage product line has new ingredients and formula because it is an alcoholic beverage, Pepsi”s target audience for this product line is also somewhat different from before Because it is so new, the "localized" version of Pepsi-Tropical Flavors in Vietnam must be strongly communicated to help businesses introduce product information to new customers Therefore, the promotional strategy will help convey product information to new users
+ Support positioning strategy, and promote distribution channels to develop
When the product is well communicated, it will help customers have more information and ways to buy That helps Pepsi s indirect-direct communication channels be more efficient ” and effective, and at the same time establish relationships and encourage distribution intermediaries In addition, it also helps to expand the identity and build a positive image for businesses through the strategy of "localizing" product flavors, improving and increasing sales for businesses, and creating competitive pressure on customers opponents
+ Provide product information, features, and ingredients of new products to customers Customers often access social networks, so they can easily access information through advertisements and posters Therefore, the marketing campaign will help provide information and knowledge about alcoholic beverages to help customers be aware of the product.
Marketing Research
Customers” reaction research: investigate customers reaction through social media posts ”(in groups that are about food and beverage) and articles about these upcoming products
Distribution Research: where to sell products that are most interesting and purchased by target customers so that you can come up with an effective distribution plan
Sales effectiveness research: To know if the sales channel is effective or not, this research will help you know the market overview, including your competitors and yourself
Macro-environment research: A type of economic, political, and social research to make correct comments about the market in the future as well as difficulties and challenges, awareness, and opportunity
Marketing Tactics
Product
The product line “Pepsi tropical flavors” is produced directly targeting the Vietnamese market, inspired by 3 tropical fruit flavors that are typical of Vietnam, especially Hanoi s plum ” flavor Neither beer nor wine, these products are alcoholic beverages with fruit flavors consisting of 3.5% alcohol volume will be a healthy drink with the major ingredient is juice from tropical fruits, Pepsi Tropical Flavors will provide consumers with a large amount of Vitamin C and Antioxidants Besides, the amount of sugar and alcohol contained in the product is also moderate and has good health effects, especially for the digestive system
With target audiences who are young and full of energy, Pepsi wishes to bring a new type of product suitable for summer parties, a whole brand new with moderate alcohol content and is widely consumed The blend of Pepsi Tropical Flavors and some ice will bring consumers a feeling of refreshment, suitable for every party and making it become more complete
− Product portfolio: Consists of 3 flavors
+ Pepsi Hanoi plum flavor: Hanoi plum is a typical fruit found in the north of Vietnam, with a mild sour taste and crispy inside The combination with sweet alcoholic Pepsi will create a whole new taste, not only attractive but also express Vietnamese identity. Table 4 PEPSI Ha Noi plums
Picture I-1 Pepsi Ha Noi Plums
+ Pepsi pineapple flavor: Pineapple is no longer a strange fruit with Vietnamese people,
Pineapple has a large amount of organic acids, it is also a good source of manganese as well as high levels of Vitamin C and Vitamin B1 Pepsi pineapple alcoholic beverage promises to be a great and nutritious choice for your summer vacation
+ Pepsi passion fruit flavor: Passion fruit is a tropical fruit with a sour taste that is loved by many Vietnamese people, although it is small in size, this fruit is rich in antioxidants, Picture I-2 Pepsi Pineapple
19 latest version, the new logo with a capital font and is placed in the center of the circle with three colors red, blue, and white This logo is enough to differentiate and highlight modern elements suitable for the times but still a minimalist and trendy one
− Packaging: The product s packaging is designed to be streamlined and minimalist with ” the main color being the typical color of each fruit, which is the main flavor in the product line The company s logo is printed on the surface of the packaging in order to ” raise the brand s awareness, besides, all the information about ingredients, origin, ” instructions for use, production date, and expiry date, is also located on it to help consumers understand more clearly about the product
− Customer service: This is the most important issue to win the goodwill of customers, PepsiCo and also Pepsi has constantly improved and enhanced its ability to meet the needs of customers
+ Help distribution agents to better understand their products
+ Selling goods at a suitable price for consumers
+ Regular approach to learn customer feedback to improve better through various channels
+ Agree on the company s products to customers ”
+ Help the retail point to display reasonably to increase attraction to consumers, thereby increasing sales.
Price
Penetration pricing strategy (apply for the first 2 weeks)
Upon its launch, the penetration pricing strategy was applied to the entire distribution channel:
Selling price VND 19.500 reduced to VND 17.000
(applies to the rest of the quarter)
An offer when buying a combination of similar products (applied at convenience stores):
Combo of any 2 Pepsi Tropical Flavors + Snack Lay”s Natural 150g selling price VND 59.900, reduced to VND 35.000
Quarter of Odd value pricing Odd value pricing appeals a lot to customers It
Quantity discount When buying a pack of 6 cans (same type or 3 different types):
Selling price VND 19.5000 reduced to VND 16.500
When buying a box of 24 cans (same type or 3 different types):
Selling price VND 19.500 reduced to VND 14.000
Chước giảm Retailers participating in the display program on holidays such as Tet, Black Friday… Brand support costs, discounts on display items
Discount strategy Super discount 24-11 (Black Friday) includes:
When buying a box of 24 cans Gift products – such as thermos bottles, tote bags, glass cups…
Discount (applied for about 1 week first)
Proposed discount program to solve inventory problems:
Buying 3 Pepsi Tropical Flavors reduced to VND 16.000
(applied for a month before Tet holiday from
When buying a box of 24 cans - receive a scratch card with the opportunity to win extremely valuable prizes (applicable to the entire distribution channel)
When buying a pack of 6 cans - receive 3 red envelope immediately (only applicable at convenience stores, commercial centers)
Seasonal discount Program discount on holiday 30/4 1/5 was – applied in 1/4 2/5): – Buying any 3 Pepsi Tropical Flavors reduced to VND 19.500
In the summer, the consumption of beverage is large, so the discount program should be promoted:
Buying 2 Pepsi Tropical Flavors different types get another.
Place
Traditional Products are delivered to - Marketing the product to
Minh City, Da Nang, and Hanoi
From these three provinces, the product can be distributed to other provinces in the area and from there to consumers them to try and decide whether to sell and advertise the product to customers
- Providing promotional programs and discounts to wholesalers and retailers to encourage them to sell Pepsi”s new product: Buy 10 cases and get a 10% discount
- Ensuring product quality and timely delivery to ensure customer satisfaction
Organizing advertising activities, displaying products in grocery stores (Hanging banners in front of the store, placing product displays right at the payment counter)
Sells at modern stores such as mini markets (family markets), supermarkets (BigC, Metro,
Hạnh Mall, Crescent Mall, ), convenience stores (Circle K,
GS25, etc.), or distributes directly to customers and retailers through the e-commerce channel Lazada
- Placing products in beautiful display areas of supermarkets, and malls to attract customer attention
- Placing advertising booths and displaying trial products for customers to experience at supermarkets, and malls
- Cooperating with supermarkets, and malls to organize promotional events, discounting Pepsi s new products ” when the customer s invoices reach ” the target of the program
- Creating separate discount, and free- shipping vouchers for products when purchasing on Lazada
Products are sold at direct consumption locations such as
Horeca (hotels-restaurants- catering), transportation services
(buses, airplanes, etc.), airports, catering services in industrial areas, cooperation with fast food stores such as Lotteria, KFC, and
- Cooperating with fast food stores to have them introduce the product every time a customer buys food
- Free water program for each customer eating at restaurants, and eateries
- Advertising products on transportation vehicles such as buses, and planes, to increase access to customers
- Cooperating with transportation services to create meal combo including new products on buses, planes, etc.
Promotion
Campaign Overview Introducing Pepsi Tropical Flavors alcoholic beverage to the market “ ”
1.Campaign objective to be achieved
+ Help businesses introduce Pepsi Tropical Flavors alcoholic beverage “ ” to new customers on the occasion of summer 2023
+ Support positioning strategy, and promote distribution channels to develop
+ Expanding the identity, and building a positive image for the business through "localizing" product flavors
+ Improve and increase sales for businesses
+ Create competitive pressure on competitors
+ Provide product information, characteristics, and ingredients of new products to customers
+ Provide knowledge about alcoholic beverages to help customers know about the product
2 Factors in the communication process
- Sender: salesperson, TVC actor, KOL
- Encoding: slogan "Pepsi có cồn vị nhiệt đới - sảng khoái, tươi mới suốt ngày dài", symbolized by three Vietnamese tropical fruits (Hanoi plum, pineapple, passion fruit) with gradient colors and tones Product color combined with the Pepsi logo
- Message: through information, images from TVC, events - outdoor advertising, press releases, reviews from KOL to bring products with Vietnamese fruit flavor, localization strategy to attract young people
- Media: personal channels, non-personal channels
- Receiver: Young people from 18-25 years old like alcoholic drinks
- Decoding: based on the recipient s experience, perception, and attitude ” towards Pepsi
- Noise: minimize the noise that distorts the message or interferes with the object receiving the message
- Response: customers are impressed and surprised with the combination of the product, both enjoying the taste of the product
- Feedback: urges customers to learn more about the product, make purchasing decisions and experience the product
3 Strategy - 2nd half of 2023 (May 1, 2023 - June 30, 2023)
- 2nd half of 2024 (April 1, 2024 May 31, 2024) –
- Posting media articles introducing Pepsi “Tropical
Flavors” alcoholic beverage - unique flavors from Vietnamese tropical fruits (Hanoi plum,
Passion fruit, Pineapple) on Pepsi
Pepsi Website and run advertising ads (2nd half of 2023 - 2nd half of 2024)
- Cooperate with KOLs to try and review products on TikTok, Reel
Facebook, and Youtube platforms with hashtags: #Pepsi,
#ChanhDay #Dua (2nd half of
- Posts with positive interactions account for 10.000 times
- The video review reached 15.000 views
- Filmed TVC with a duration of 30 seconds, combined with singer
MONO to introduce the product
- TVC script: Singer MONO is participating in an outdoor camping party with friends in the hot afternoon, the sound of Pepsi
“Tropical Flavors ” alcoholic beverage evoking refreshment
After that, singer MONO and friends drink together, the light taste of gar and alcohol made the afternoon no longer hot (2nd half of 2023)
- Attracted a large number of ad viewers at the age of 18-25, enthusiastic response from the Fanclub of singer MONO
- Design TVC billboards, and product introduction posters at product display shelves in distribution systems, and trade centers (2nd half of 2023-
- Appeal and reach target customers easily
- The program "Combo 2 cans of
Pepsi Tropical Flavors alcoholic “ ” beverage + 1 Lay s Natural Classic ”
Flavor 95 grams for VND 39.000" at convenience store chains (2nd half of 2023)
+ Program "Giving gifts on New
Year”s Day" + Buy a box of 24 cans - receive scratch cards
+ Buy a pack of 6 cans - receive 3 red packets (Quarter 4/2023)
- Received positive feedback from customers
- Cooperate with online newspaper units to publish information about the launch of new products (2nd half of 2023)
- Charity fundraiser "Supporting flood victims" - Program "Buy 1 can - Donate VND 10.000"
Arrange advertising booths (10 booths) and marketing staff, and introduce products in the lobby of the commercial center in the city center (2nd half of 2023)
Financial projections
Break-Even Analysis
Sales Forecast (VND)
Expense Forecast
Implementation Controls
Implementation
We are developing a detailed project plan with specific timelines and milestones for the launch of Pepsi “Tropical Flavors , while conducting regular progress reviews to always ensure ” that all necessary resources are in place for the launch (such as production facilities, packaging materials, marketing materials, ) and react quickly in correcting any problems that may occur, adjust the plan as needed to stay on track and meet launch deadlines.
Marketing Organization
Pepsi Viet Nam s Marketing Department holds overall responsibility for all marketing ” activities about:
− Managing campaigns for marketing initiatives: Digital Marketing, Event Marketing, Influencer Marketing
− Responsible for selecting and managing the agencies and vendors who provide marketing support
Contingency Planning
We identify a number of potential risk and challenges that could impact the launch of Pepsi Tropical Flavors : “ ”
By implementing these solutions, our business can identify potential issues early and take proactive steps to address them before they become major problems
Through this marketing plan, we presented Pepsi s new product ” – Pepsi Tropical Flavors“ ” alcoholic beverage, as well as the marketing planning steps for the launch of this product in the Vietnamese market We believe that, with Pepsi s innovation and creativity, this new ” product will bring consumers a great refreshing experience, as well as contribute to the localization and market expansion of Pepsico Vietnam We have also defined our business goals, target customers, marketing mix strategy and implementation plan for this new product
We will take this marketing plan seriously and effectively, and monitor and evaluate the results to make adjustments as needed We are also aware of the difficulties and risks that may be encountered during the launch of new products, and have prepared appropriate response solutions
We hope that, with the cooperation and support of relevant partners and agencies, Pepsi”s new products will be widely received and supported by Vietnamese consumers
Kotler, P and Keller, K., 2016 Marketing management 15th ed Harlow: Pearson. Chương trình “Mang Tết về nhà” năm 2022 (2021, December 12) Suntory PepsiCo Retrieved April
28, 2023, from https://www.suntorypepsico.vn/vi/news/index/chuong-trinh-mang-tet-ve-nha- nam-2022
Cơ hội trúng vàng khi bật nắp Pepsi, 7UP và Mirinda (2022, December 13) Vietnamnet Retrieved April 28, 2023, from https://vietnamnet.vn/co-hoi-trung-vang-khi-bat-nap-pepsi-7up-va- mirinda-2090551.html
Pepsi - Product (n.d.) Pepsi.com Retrieved April 28, 2023, from https://www.pepsi.com/#!products Root, G N (n.d.) Four Examples of Financial Objectives in a Marketing Plan Small Business - Chron.com Retrieved April 28, 2023, from https://smallbusiness.chron.com/four-examples- financial-objectives-marketing-plan-10262.html
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