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

LOGO 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 [...]... marketing by PepsiCo Vietnam PepsiCo  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. .. 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. .. discussions  Entering Vietnamese market, Pepsi has to change their marketing strategies to be more suitable with Vietnamese consumers buying behavior, due to the differences in culture  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... 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... (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... 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... 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... 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... 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 Findings Brand awareness: 100% of young participants knows Pepsi & all... 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 Slogans  Pepsi strongly impresses consumers with their slogans – which is youngsters targeted and easy to remember  The slogan of Pepsi always stick to the young throughout periods  Some favorite slogans over years: . LOGO 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