SLIDE bảo vệ LUẬN văn tốt NGHIỆP CHIẾN lược sử DỤNG NGÔN từ và PHI NGÔN từ TRONG TIẾP THỊ của PEPSICO VIỆT NAM một NGHIÊN cứu GIAO TIẾP GIAO văn hóa

Strategic use of verbal and non-verbal cues in marketing by PepsiCo Vietnam: A study of Cross Cultural Communication Chiến lược sử dụng ngôn từ và phi ngôn từ trong tiếp thị của PepsiC

SLIDE BẢO VỆ LUẬN VĂN TỐT NGHIỆP

Chiến lược sử dụng ngôn từ và phi ngôn từ

trong tiếp thị của PepsiCo Việt Nam:

Một nghiên cứu giao tiếp giao văn hóa

Strategic use of verbal and

non-verbal cues in marketing by

PepsiCo Vietnam: A study of Cross Cultural Communication

Chiến lược sử dụng ngôn từ và phi ngôn từ

trong tiếp thị của PepsiCo Việt Nam: Một nghiên cứu giao tiếp giao văn hóa

Part A: IntroductionPart B: DevelopmentPart C: Conclusion

Introduction

 In modern economy, marketing plays an increasingly important part

 Almost all major corporations are actively involved in

marketing their products beyond their original homeland borders  The main challenge in globalization age: the cross cultural marketing and how to do it

 The researcher:

 Having a high personal interest in PepsiCo’s products and their

successful marketing strategy

 being a double-major student – who can work both in economic

and language fields

  provide an in-depth understanding of the Strategic use of

verbal and non-verbal cues in their marketing activities

  get the knowledge for the future job

 Knowing how successful the marketing strategies of

PepsiCo is , the researcher carried out the study with the aims:

 To find out what are strategies which include verbal and

non-verbal cues

 To find out how Pepsi uses those in their marketing strategies to

attract Vietnamese customers

 To hope to propose some suggestions for others companies

Research questions:

What are the

marketing

strategies of

verbal and

non-verbal cues and

How PepsiCo

Vietnam uses

them?

2 research questions

What are the attitudes of Vietnamese consumers toward the strategies?

Phase 1: Preparation

Phase 2:

Disseminations of questionnaires

3

Data analysis methods and procedures

Development

Chapter 1: Literature review and Theoretical background

Literature review

PepsiCo is the object of many studies:

 “Pepsi across cultures: analysis and cross-cultural

comparison of Pepsi websites” by Alexandra Chirkova

 ‘PepsiCo: International Marketing Report’ -

Benedictine University (Chicago, 2009)

 Marketing plan on PepsiCo in Pakistani market (2009)

– Comsats institute of information technology

 Pepsi Marketing Report – Muhammad Umair Sheikh

(2011)

 this study is not overlapped with anyone,

anything

based on what they

said, or how they

said it

Non-verbal Cues

 includes “all the communication between people that do not have a direct verbal translation.”

 3 main elements of nonverbal cues: appearance, body

language, sound

Theoretical background

Marketing and Marketing Strategies

 Marketing: a bridge from the producer to the consumer

 Marketing strategy: the result of decisions which are

made about how a particular product or service will be promoted to its target customers

Marketing strategy activities:

Development

Chapter 2: Strategic use of verbal and

non-verbal cues in marketing by PepsiCo Vietnam

 PepsiCo: a world leader in convenient snacks, foods and beverages

 PepsiCo Vietnam was established in February 1994,

when the US Embargo to Vietnam was lifted marking the phenomenal entrance of PepsiCo into this new market

 The company’s diverse product portfolios: Pepsi Cola, 7Up, Mirinda, Aquafina, Sting, Twister, Lipton Ice Tea, Poca

Verbal cues used by PepsiCo

 Some favorite slogans over years:

 1961-1963: "Now It's Pepsi for Those Who Think Young"

 1984–1991: "Pepsi The Choice of a New Generation"

 1997–1998: "Generation Next"

 2006–2007: “Taste the one that's forever young"

Verbal cues used by PepsiCo

Songs

 Music has become an important part of the marketing

tool’s scope, can serve the overall promotional goals in one or more of several capacities

 Some of the most famous songs:

 In 1938, Pepsi 12-ounce with the song “Nickel, Nickle” which

immediately became popular & was covered in 55 languages

 In 1964, Diet Pepsi with the unique song “Girlswachers” – one of

the top 40 hit songs

 “Pepsi-Cola Hits The Spot” – the immortal song

 In every advertisement, the theme music always are

exciting song contributing to build up the impression of a product for young people of Pepsi

Non-verbal cues used by PepsiCo

Design

Color: can have an impact on our body and mind

Color chosen has to be:

 most represents the features of the brand

 opposite the color of the competitor

Toward some culture, the choice of right color is the key

of success

 Chinese & Vietnamese people: prefer red

 Thai and Japanese people: prefer blue

Non-verbal cues used by PepsiCo

Design

Packaging:

Pepsi can is designed light, portable

Every used cans are collected or rebought by the

Corporation and then recycled

Pepsi sends a message to consumers that they do not only concern about benefits but also healthy and

environment

makes Pepsi particularly become an environment-friendly brand in the eyes of consumers

Non-verbal cues used by PepsiCo

Endorsements

 Pepsi has had many advertising spokespersons over the years; all of them are very popular singers/stars that

have strong influence to the young & the consumers

 Global: Michael Jackson, Britney Spears, Beyoncé Knowles,

Christina Aguilera, Mariah Carey

 In Vietnam: My Tam, Anh Khoa, Phuong Vy, Kasim Hoang Vu,

Hong Son, Huynh Duc (football players)

Non-verbal cues used by PepsiCo

Price

Price of PepsiCo is considered reasonable, even cheaper than other soft drinks in Vietnam’s

market Together with discount schemes, the

products become more and more popular to

consumers

The combination of the two

elements

 The combination of the two elements is what makes

PepsiCo’s marketing strategies successful

 Reviewing the history of the brand: each logo goes with particular

bottle design

 Each promotion campaign goes with a sponsor

Two elements can support each other effectively

 For example:

 In 1941, the Pepsi bottle crown colors were changed to red, white

and blue, along with the Pepsi logo, to commemorate the war

efforts of the country.

 In 2009, Pepsi introduced Diet Pepsi with the skinny can design

which is a “taller, sassier” version of the traditional ones It was for Fashion Week and made in “celebration of beautiful, confident woman”



In 2011, PepsiCo launched a mini can variant for its Pepsi, Diet Pepsi and

Pepsi Max brands in the UK as it looks to boost its appeal with women

The combination of the two elements

 In Vietnam, concentrating on the love of football and the nation pride of Vietnamese people, Pepsi hold the

“Football festival” via TV commercial, with the most

popular players at that time playing football with world’s top players

 Slogan ‘Drinking Pepsi is supporting Vietnam National football team reaches the world’ immediately peak the sales of Pepsi

Development

Chapter 3: Findings and Discussions

Brand awareness:

100% of young

participants knows

Pepsi & all of them

have used the product

75% of the old

participants know the

brand and 30% of them

has drunk Pepsi

 75%: endorsements

 60%: content

 40%: songs

Slogans and Logos

82% knows at least

one slogan of Pepsi

& find those slogans,

young, meaningful

sound good & stick to

the image that company

are pursuing

30% knows that each logo of Pepsi is meaningful

 Pepsi can always “beat” all the competitors in

penetrating market thanks for their managers & advisors who are young, active & good at managing skills, &

understand both “marketing technology” & Vietnamese’s philosophy

Further discussions

 For example:

 Pepsi Lemon Twist was launched with the poster of the lemon

pees in the can or bottle of Pepsi  interesting but difficult to accept to some countries like Vietnam  replaced it

 Knowing the love of football and psychology of nation pride of

Vietnamese, Pepsi became the sponsor of Vietnam National Football team

CONCLUSION AND IMPLICATION

Major findings & Implications

1) Price is the most attractive aspect to Vietnamese

consumers  Pricing strategy with slogans should be continued due to its effectiveness

2) Youngsters – the Corporation’s target customer, pay

much attention in advertising, in which their idols,

football stars attend Other verbal cues like Songs,

slogans, or non-verbal cues like Design seem to be

rather neglected  Pepsi can neglect some ineffective aspect to reduce cost

3) Building a friendly image is really important when

running business in any country at that time, and Pepsi

is doing that well

To the researcher – who learn double major, this paper plays an important role:

 understandings in the paper are really necessary

for future job

 the experience and knowledge gained during

doing the research are believed to be helpful to the researcher when becoming a marketing

researcher or planer

Suggestion for further studies

Some directions:

the combination between Cultural factors and Economic

in other Company in other fields

a comparison to find out about the differences in strategic use of Social factors or Personal factors or Psychological factors of the same company in different countries or

different cultures

the effects of key characteristics of selected market

strategy to further explain the differences in the firm’s

adoption of strategic marketing

References

 Judith Bell (2010) Doing your research project: A Guide for

First-Time Researchers in Education, Health and Social Science

McGraw-Hill International.

 Bigger.vn (2012) Why enterprises need marketing?

 Alexandra Chirkova (May 2011) Pepsi across cultures: analysis

and cross-cultural comparison of Pepsi websites Sweden:

University of Gothenburg

 A group of researchers from Benedictine University (2009)

PepsiCo: International Marketing Report Chicago.

 Herta A Murphy and Herbert W Hildebrandt (1991) Effective

Business Communication (6th Ed.) New York: McGraw-Hill

 Thomas V Bonoma and Leonard C.Felder (May, 1977) Nonverbal

Communication in Marketing: Toward a Communication Analysis

Journal of Marketing Research (Vol 14, No 2, pp 169-180) New

York: American Marketing Association

References

 David E Leary (1995) Social Research: An International Quarterly

The Power of Metaphor Arien Mack, Editor.

 Sandra Moriaty (2001) An interpretive study of visual cues in

advertising Journalism and Mass Communication University of

Colorado.

Retrieved from http://spot.colorado.edu/~moriarts/viscueing.html

 National Economics University (2009) Role and importance of

marketing in business.

Information website: http://voer.vn/content/m25902/latest/?format=pdf

 Philip J Kotler & Gary M Armstrong, (2010) Principles of marketing

(13 th Ed.) London: Pearson Education Ltd.

 Robson, C (1993) Real-world research: A resource for social

scientists and practitioner – researchers Malden: Blackwell

Publishing.

 Amandeep Singh (July 21, 2010) Marketing Strategy of PepsiCo

Skyline Business School.

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