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

VIETNAM NATIONAL UNIVERSITY, HANOI University of Languages and international Studies FACULTY OF ENGLISH LANGUAGE TEACHER EDUCATION Graduation paper Strategic use of verbal and non-verbal cues in marketing by PepsiCo Vietnam: A study of Cross Cultural Communication Supervisor:NGÔ HữU HOàNG, Ph.D Student:PHạM THị VÂN ANH Year of enrolment: QH2009 Ha Noi, May 2013 ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG ĐẠI HỌC NGOẠI NGỮ KHOA SƯ PHẠM TIẾNG ANH KHOÁ LUẬN 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 Giáo viên hướng dẫn: TS Ngơ Hữu Hồng Sinh viên: Phạm Thị Vân Anh Khoá: 2009-2013 HÀ NỘI – NĂM 2013 ACCEPTANCE PAGE I hereby state that I (Phạm Thị Vân Anh, Group 09.1.E22), being a candidate for the degree of Bachelor of Arts (TEFL) accept the requirements of the College relating to the retention and use of Bachelor’s Graduation Paper deposited in the library In terms of these conditions, I agree that the origin of my paper deposited in the library should be accessible for the purposes of study and research, in accordance with the normal conditions established by the librarian for the care, loan or reproduction of the paper Signature i ACKNOWLEDGEMENTS It is my pleasure to thank those who made this thesis possible The very first and most profound gratitude I would like to dedicate to Dr Ngơ Hữu Hồng, my supervisor, for his tireless guidance, elaborate comments, and support from the initial to the final level enabled me to develop an understanding of the subject Secondly, I would like to thank two of my classmates, Nguyen Thanh Huyen and Nguyen Thi Thu Thuy for giving me invaluable advice for my research The heartfelt gratefulness is always devoted to my beloved family, my sister and my best friend, whose care and encouragement have been my indispensable reliance during my four academic years as well as my working time on the study Fourthly, this thesis would not have been possible without the enthusiastic participation of my friends, who gave me easy access to the survey Lastly, I offer my regards and blessings to all of those who supported me in any respect during the completion of the study Phạm Thị Vân Anh ii ABSTRACT PepsiCo is one of the leading companies in the soft drinks, snacks and food marketplace As considered as the corporation which has the most successful and suitable strategies, PepsiCo is the object of a lot of research However, they just have been focusing on economics fields and business Therefore, this is the first project which study on marketing strategy of PepsiCo interm of the Cross Cultural Communication through verbal and nonverbal cues used by the Corporation The paper begins by reviewing the current literature on Marketing, Verbal and non-verbal cues, and related studies The investigation then analyzing and defining the specific verbal or non-verbal cues used by PepsiCo This study also involved the participation of consumers of two generation – the young and the old, who have used this products and see it every day The feelings of the consumers about the products demonstrate how much the cues are understood and how they work The results of the study indicate that 1) Marketing strategies built based on non-verbal cues which are price, image, and endorsements are much more effective in Vietnamses market; 2) Cultural factors should be considered first by producers because of such great affection in controlling consumers buying behavior Based on those research results, the researcher gave some recommendations for marketing strategies of PepsiCo Vietnam in particular and other beverage brands in Vietnam‟s market in general – where they should focus on and what can be neglected to minimum Culture shock and maximum profits iii Table of content ACKNOWLEDGEMENT i ABSTRACT ii TABLE OF CONTENT iii Part 1: Introduction 1 Rationale for the study Aims and objectives of the study Significance of the study Methodology 4.1 Data collection instruments 4.1.1 Case study 4.1.2 Questionnaire 4.2 Data collection procedures 4.3 Data analysis methods and procedures Part 2: Development Chapter 1: Literature Review and Theoretical background 1.1 Literature review 1.2 Theoretical background 1.2.1 Verbal and non-verbal cues - Verbal cues - Non-verbal cues 1.2.2 Marketing and marketing strategies 11 - Marketing 11 - Why marketing? 12 - Marketing Strategies and Marketing Activities 13 1.2.3 Verbal and nonverbal cues in marketing iv 16 Chapter 2: Strategic use of verbal and non-verbal cues in marketing by PepsiCo Vietnam 2.1 Verbal cues used by PepsiCo 18 2.1.1 Slogans 18 2.1.2 Songs 21 2.2 Non-verbal cues used by PepsiCo 22 2.2.1 Design 22 2.2.2 Endorsement 25 2.2.3 Price 26 2.2.4 Distribution 26 2.3 The combination of the two elements 27 Chapter 3: Findings and Discussions 3.1 Findings 30 - Brand awareness 30 - Key factors 31 - Advertisement 32 - Price 33 - Promotion campaign 34 - Slogans and logos 34 3.2 Further discussion 35 Part 3: Conclusion and Indications Major findings of the research 37 Implications 38 Limitations 40 Suggestion for further studies 40 REFERENCES 42 APPENDICE 45 v Part 1: INTRODUCTION Rationale/Reasons for choosing topic Trade today is becoming global thanks for technological improvements in transport and communication And globalization becomes inevitable to any business, from electronics, technology to cosmetic and food Globalization has changed the nature of business activities, from focusing on the producing the best products with the most reasonable prices, enterprises have to shift their focus on the market Simply because they want their customers to believe and buy their products instead of their competitor‟s In order to that, enterprises have to better understand the demand of the customers, need to advertise better about their products, and to build long-lasted relation between their brands with their target customers Because of above reasons, marketing plays an increasingly important part, especially in this modern economy Almost all major corporations are actively involved in marketing their products beyond their original homeland borders The main challenge that almost all the companies have to face is: the cross cultural marketing and how to it The cross cultural marketing strategies including verbal and non-verbal cues can create the impression or cause culture shock For example, when advertising underwear, the clips/images with the man/woman wearing only underwear can be very normal and acceptable in American and Western countries, it will be refused or even fined and banned in Vietnam and other Eastern Countries because of violating the traditional values Having a high personal interest in PepsiCo‟s productions, the researcher decided to develop a study on Marketing strategy of PepsiCo Vietnam to provide an in-depth understanding of the Strategic use of verbal and non-verbal cues in their marketing activities Moreover, being a double-major student – who can work both in economic and language fields, studying on this topic can help researcher to get the necessary knowledge for the future job Also, it ishoped that this thesis would be a useful source of reference for further studies on related topics Aims of the study Knowing how successful the marketing strategies of PepsiCo is, the researcher decided to carry out the study with the first aim to find out what strategies which include verbal and non-verbal cues are The second purpose is to throw a light on how effective Pepsi uses those in their marketing strategies to attract Vietnamese customers Finally, from the picture of current issues, I hopes to propose some suggestions for others companies In brief, this study would seek to answer the following questions: 1) What are the marketing strategies of verbal and non-verbal cues and How PepsiCo Vietnam uses them? 2) What is attitude of Vietnamese consumers toward the strategies? Significance of the study This study firstly provides the general knowledge about the verbal and non-verbal cues in marketing, then to indicate the key to success of PepsiCo Vietnam‟s marketing strategies in the competitive beverage market in Vietnam, and how they combine Cultural factors and economic The knowledge is also believed to be necessary for future jobs of double major students as the researcher – who is educated both economy and language in the background of globalization Methodology 4.1 Data collection instruments This is descriptive analytic research.For the collection of sufficient reliable and valid data for this, researcher used a case study approach and used direct and structured observation and questionnaire as the main data collection methods This chapter serves as a report on those procedures 4.1.1 Case study Case study is specially chosen because of it allows an in-depth study of the target phenomena in a single case, with all the „common and unique features‟ (Bell, 2010, p.9)1 Furthermore, as the aim of the study is to find the effects of using verbal and non-verbal cues in marketing, case study is most suitable for indicating the key of success of PepsiCo Vietnam‟s marketing strategies in the competitive beverage market in Vietnam 4.1.2 Questionnaire A descriptive research methodology was used for this study and survey as an important tool for collecting and analyzing information from selected individuals about themselves The term „survey‟ is commonly applied to a research methodology designed to collect data from a specific population, or a sample from that population, and typically utilizes a questionnaire or an interview as the survey instrument (Robson, 1993) The reason that researcher preferred using questionnaire to interview methodology is that: questionnaires are less expensive and easier to administer than personal interviews; they lend themselves to group administration; and, they allow confidentiality to be assured (Leary2 - 1995) Robson (1993) also indicates that surveys are extremely efficient at providing information in a relatively brief time period at low cost to the researcher Judith Bell: university lecturer, head of department and vice principal in colleges of further education; as a senior counsellor and course team writer for the Open University David E Leary, University professor, Ryland Hall 320, University of Richmond interesting experience Moreover, those experience and knowledge are believed to be helpful to the researcher when becoming a marketing researcher or planer What direction the company should go, what should neglect and what should focus to get more customer, increase benefit and beat competitors – all are prepared and learned Limitations It is unavoidable that there are some limitations of the research due to the limited scope, the time constraint and other objective factors Firstly, the students directly participated in the study were not totally chosen randomly As mentioning before, beside handout delivered to all members of a class (which is random), researcher also created online survey and sent it to some friends on social network The problem is that those friends are chosen by researcher to make sure the survey was done carefully so that the collection and analysis of data is manageable to the researcher Secondly, the limited number of the old involved in the study is another limitation Because of age, they are hesitate of doing something like survey or questionnaire, so that the open questions are neglected Although the researcher has to take advantage of the acquaintance to ask for it, the results are still under expected Therefore, it must be admitted that the majority's opinions are used to represent others Since the researcher was fully aware of these limitations, most of the findings were considered initial findings, offering the opportunities for further research in the future to further validate the findings Suggestion for further studies This research leads to some observations that might be of interest to future researchers, as they represent the seeds from which future research can be developed As aforementioned, the limitation of this research lies in the limited number of participants Therefore, further studies could employ a larger 41 number of participants to increase the validity of the data and conclusion In addition, since findings that the combination between Cultural factors and Economic are new and deserved to study, other researchers may wish to explore the situation in other Company in other fields Another direction could be 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 Moreover, research into the effects of key characteristics of selected market strategy could be carried out to further explain the differences in the firm‟s adoption of strategic marketing.Expectedly, the results of such studies would be extremely helpful in providing a complete picture about the close relationship between economic and 42 other non-economic factors REFERENCES: Judith Bell (2010) Doing your research project:A Guide for First-Time Researchers in Education, Health and Social Science McGrawHill International Bigger.vn (2012) Why enterprises need marketing? Retrieved fromhttp://bigger.vn/dich-vu-marketing/tai-sao-doanh- nghiep-can-co-hoat-dong-marketing.html 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 Business dictionary What is marketing? Retrieved October 23, 2012 from http://www.businessdictionary.com/definition/marketing.html#ix zz2ERqEqEEu Business dictionary Promotional plan Retrieved October 2012 from http://www.businessdictionary.com/definition/promotionalplan.html#ixzz2EU58j6HT Herta A Murphy and Herbert W Hildebrandt (1991) Effective Business Communication(6th Ed.) New York: McGraw-Hill David E Leary (1995) Social Research: An International Quarterly The Power of Metaphor Arien Mack, Editor Designfloat.com (October 17, 2008) Pepsi-brand over years Retrieved from http://www.designfloat.com/blog/2008/10/17/pepsi-brand-designover-years/ 43 10 Internet Pepsi: Brand of young spirit Retrieved fromhttp://www.logothuonghieu.com/tu-van-thietke/104-thuong-hieu-pepsi-thuong-hieu-cua-tinh-than-tre.html 11 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 12 National Economics University (2009) Role and importance of marketing in business Information website: http://voer.vn/content/m25902/latest/?format=pdf 13 PepsiCo (2012) Advertising slogans – Pepsi-Cola Retrieved from http://www.winspiration.co.uk/pepsislo.htm 14 Philip J Kotler&Gary M Armstrong, (2010) Principles of marketing (13th Ed.) London: Pearson Education Ltd 15 Robson, C (1993) Real-world research: A resource for social scientists and practitioner – researchers Malden: Blackwell Publishing 16 Amandeep Singh (July 21, 2010) Marketing Strategy of PepsiCo Skyline Business School Retrieved from http://www.skylinecollege.com/blog/dissertation/marketingstrategy-of-pepsico 17 M Smidman (2010) G.C.S.E Business Studies The 4P‟s of marketing Pontllanfraith Comprehensive School Retrieved Octorber, 2012 from http://www.ngflcymru.org.uk/vtc/ngfl/bus_studies/gcse_m_smidman/unit3/4ps.ht m 18 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 169180) New York: American Marketing Association 44 Article Stable URL: http://www.jstor.org/stable/3150466 19 New York State College of Agriculture and Life Sciences Dept of Applied Economics and Management; Uva, Wen-fei L Smart marketing Ithaca, NY: Dept of Applied Economics and Management, College of Agriculture and Life Sciences, Cornell University 52 p (E.B (Ithaca, N.Y.) ; 2004-06) OCLC# 58433199 // XE 20 Patti Wood (2008) Nonverbal cues at work/in business Retrieved October 23, 2012 from http://www.pattiwood.net/article.asp?PageID=11551 21 Pepsi logo Retrieved from http://www.logoblog.org/pepsi_logo.php 22 Wikipedia List of Pepsi spoken persons Retrieved fromhttp://en.wikipedia.org/wiki/List_of_Pepsi_spokespersons 45 APPENDIX 1: ENGLISH SURVEY QUESTIONNAIRE This survey is designed on the purpose of getting necessary data for my study on “Strategic use of verbal and non-verbal cues in marketing by PepsiCo Vietnam” Your personal information will be kept strictly confidential Please give your answers truthfully for a guaranteed success of the research Thank you so much for your participation You are: Male  Female  Job: The awareness about the product: 1.1 Do you know the product Pepsi? Yes  1.2 Have you drink Pepsi? (if No, skip question 1.3) Yes  1.3 No  No  How often you use the product? Sometimes  Always  What attract you most in a Pepsi bottle?  Flavor   Design   Price   Other elements (please specific) …………………………………………………………………… …………………………………………………………………… …………………………………………………………………… Advertisement: 3.1 Do you like advertisements of Pepsi? Yes  3.2 No  Don‟t care  What attract you most in the Advertisements?  Endorsements   Songs   Contents   Other elements (please specific) …………………………………………………………………… …………………………………………………………………… …………………………………………………………………… Price 4.1 How you think about the price? Cheap  4.2 Reasonable  Expensive  Have you bought Pepsi in any promotion campaign? Yes  4.3 No  Why? …………………………………………………………………………… …………………………………………………………………………… …………………………………………………………………………… Slogan 5.1 Do you know any slogan of Pepsi? Yes  5.2 Please leave some comments on it No  …………………………………………………………………………… …………………………………………………………………………… …………………………………………………………………………… Logos 6.1 Do you know/remember any logo of Pepsi beside the current ones? Yes  6.2 No  Do you know that each logo of Pepsi has meaning? Yes  No Thank you for your cooperation! APPENDIX 2: VIETNAMESE SURVEY QUESTIONNAIRE Bản khảo sát thiết kế với mục đích thu thập tài liệu thơng tin cần thiết cho nghiên cứu vấn đề “Chiến lược sử dụng ngôn từ phi ngôn từ tiếp thị PepsiCo Việt Nam” Mọi thông tin cá nhân bạn giữ kín.Xin trả lời cách khách quan để đảm bảo tính xác thực nghiên cứu Cảm ơn giúp đỡ bạn Giới tính bạn: Nam  Nữ  Nghề nghiệp: Sự phổ biến sản phẩm 1.1 Bạn có biết sản phẩm Pepsi khơng? Có  Khơng  1.2 Bạn uống Pepsi chưa? Chưa  Rồi  1.3 Bạn có hay sử dụng sản phẩm khơng? Thỉnh thoảng  Thường xun  Bạn thích điều lon Pepsi?  Hương vị   Thiết kế   Giá   Yếu tố khác (cụ thể) …………………………………………………………………………… …………………………………………………………………………… …………………………………………………………………………… Về quảng cáo 3.1 Bạn có thích quảng cáo Pepsi khơng? Có  3.2 Khơng  Chẳng để ý  Điều quảng cáo Pepsi hút bạn nhất?  Người quảng cáo  Bài hát   Nội dung   Yếu tố khác (cụ thể) …………………………………………………………………………… …………………………………………………………………………… …………………………………………………………………………… Về giá 4.1 Bạn thấy giá Pepsi nào? Rẻ  4.2  Đắt  Bạn mua Pepsi đợt khuyến chưa? Chưa  4.3 Hợp lý Rồi  Mua lí gì? ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… Thơng điệp quảng cáo 5.1 Bạn có biết thơng điệp Pepsi khơng? Có  5.2 Không  Nhận xét bạn thông điệp đó? ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… Logo 6.1 Bạn có biết/nhớ logo khác logo Pepsi không? Có  6.2 Khơng  Bạn có biết logo Pepsi có ý nghĩa khơng? Có  Khơng APPENDIX 3: LIST OF SLOGANS BY PEPSICO 1939–1950: "Twice as Much for a Nickel" 1950: "More Bounce to the Ounce" 1950–1957: "Any Weather is Pepsi Weather" 1957–1958: "Say Pepsi, Please" 1958–1961: "Be Sociable, Have a Pepsi" 1961-1963: "Now It's Pepsi for Those Who Think Young" (jingle sung by Joanie Sommers) 1963–1967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie Sommers) 1967–1969: "(Taste that beats the others cold) Pepsi Pours It On" 1969–1975: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give" 1975–1977: "Have a Pepsi Day" 1977–1980: "Join the Pepsi People (Feeling Free)" 1980–1981: "Catch That Pepsi Spirit" [David Lucas, composer] 1981–1983: "Pepsi's got your taste for life" 1983: "It's cheaper than Coke!" 1983–1984: "Pepsi Now! Take the Challenge!" 1984–1991: "Pepsi The Choice of a New Generation" (commercial with Michael Jackson and The Jacksons, featuring Pepsi version of Billie Jean) 1984-1988: "Diet Pepsi The Choice of a New Generation" 1988-1989: "Diet Pepsi The Taste That's Generations Ahead" 1989-1990: "Diet Pepsi The Right One" 1989-1992: "Diet Pepsi The Taste That Beats Diet Coke" 1986–1987: "We've Got The Taste" (commercial with Tina Turner) 1987–1990: "Pepsi's Cool" (commercial with Michael Jackson, featuring Pepsi version of Bad) 1990–1991: "You got the right one Baby UH HUH" (sung by Ray Charles for Diet Pepsi) 1990–1991: "Yehi hai right choice Baby UH HUH" (Hindi - meaning "This is the right choice Baby UH HUH") (India) 1991–1992: "Gotta Have It"/"Chill Out" 1992–1993: "Be Young, Have Fun, Drink Pepsi" 1993–1994: "Right Now" Van Halen song for the Crystal Pepsi advertisement 1994–1995: "Double Dutch Bus" (Pepsi song sung by Brad Bentz) 1995: "Nothing Else is a Pepsi" 1995–1996: "Drink Pepsi Get Stuff." Pepsi Stuff campaign 1996–1997: "Pepsi:There's nothing official about it" (During the Wills World Cup (cricket) held in India/Pakistan/Sri Lanka) 1997–1998: "Generation Next" - with the Spice Girls 1998–1999: "It's the cola" (100th anniversary commercial) 1999–2000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial with Britney Spears/commercial with Mary J Blige) 1999-2006: "Yeh dil maange more" (Hindi - meaning "This heart asks for more") (India) 2003: "It's the Cola"/"Dare for More" (Pepsi Commercial) 2005–2006: "An ice cold Pepsi It's better than sex!" (Larry Sypolt) 2006–2007: "Why You Doggin' Me"/"Taste the one that's forever young" Commercial featuring Mary J Blige 2007–2008: "More Happy"/"Taste the once that's forever young" (Michael Alexander) 2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake) 2008: "Рepsi is #1" Тv commercial (Luke Rosin) 2008–present: "Something for Everyone." 2009–present: "Refresh Everything"/"Every Generation Refreshes The World" 2009–present: "Yeh hai youngistaan meri jaan" (Hindi - meaning "This is our young country my baby") (India) 2009–2010: "My Pepsi My Way"(India) 2010-2011: "Every Pepsi refreshes the world." 2011–2012: “Summer Time is Pepsi Time”/ “Born in the Carolinas” 2012: “Where there‟s Pepsi, there‟s music” – used for the 2012 Super Bowl commercial 2012 – 2013: “Live For Now”/ Change The Game”/ “The Best Drink Created Worldwide” 2013-present: "Embrace your past, but live for now" APPENDIX 4: LOGO OF PEPSI APPENDIX 5:SOME CELEBRITIES PPENDIX 6:SOME LOGOS Logo in 1993‟s sugar crisis Pepsi skinny can Diet Pepsi Pepsi Lemon Twist ... 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 Giáo viên hướng dẫn: TS Ngơ Hữu Hồng Sinh viên: Phạm Thị Vân Anh... marketing by PepsiCo Vietnam PepsiCo is a world leader in convenient snacks, foods and beverages, with revenues of more than $39 billion The company consists of PepsiCo Americas Foods (PAF), PepsiCo. .. Beverages (PAB) and PepsiCo International (PI) PepsiCo Vietnam was established in February 1994, when the US Embargo to Vietnam was lifted marking the phenomenal entrance of PepsiCo into this new