Department of Education and Training
Faculty of Economics and Business Hoa Sen University BRAND AUDIT PEPSICO
Instructor: Ms. Dang Truong Thuy Anh Group: 5 Member: Name ID Vu Hong Duc 2193678 Truong Dieu Tuong Van 2198309 Tran Thi Phuong Uyen 2199021 Nguyen Dinh Hieu 2180709 Ha Nhat Minh 2171166 December 4, 2021 Hoa Sen University Table of Contents I.
Brand History and Overview......................................................................................................3 i.
General introduction...............................................................................................................4 ii.
About Viet Nam:......................................................................................................................4 iii.
SWOT analysis.....................................................................................................................4 II.
Key Challenges Facing Brand.................................................................................................3 III.
Brand Inventory......................................................................................................................3 a.
Construct the brand architecture...........................................................................................3 i.
Brand architecture...............................................................................................................3 ii.
Brand Portfolio....................................................................................................................3 iii.
Brand Hierarchy..............................................................................................................4 b.
Analyze the firm’s branding and marketing programs........................................................5 i.
Analyze the brand aesthetics...............................................................................................5 ii.
Analyze past and current advertising campaigns across medium....................................6 iii.
Analyze the marketing mix for the brand....................................................................10 c.
Profile direct and indirect competitors and the market situation......................................11 IV.
Brand Exploratory.................................................................................................................13 a.
Assess brand associations at each level of the consumer-based brand equity pyramid.
Critique the customer-based brand equity. What meanings are strong and dominant? Which
are unique from the competition? Which are positive and negative? What meanings resonate
with the target market?.................................................................................................................13 b.
Construct a behavioral profile of extreme users, if any, and discuss the influence of
consumer emotions during the brand purchase or consumption experience............................14
c. Develop a consensus map to capture relevant images and metaphors associated with the
brand using the ZMET technique ...............................................................................................17 d.
Discuss key observations obtained from the ZMET study and identify key issues and
opportunities to reinforce brand equity anywhere along the brand pyramid...........................24 V.
Reflections and Recommendations...........................................................................................25
References.......................................................................................................................................... 29 Hoa Sen University I.
Brand History and Overview i. General introduction
PepsiCo is one of the fastest growing food and beverage corporations in the world,
operating for over 100 years and present in more than 200 countries. PepsiCo offers
products that answer a variety of consumer applications, items that are often fun, and
the accompanying functions that also bring many benefits to customers' health. With
sales up to $39 billion and growing, PepsiCo is currently one of the leaders in the food
company. PepsiCo was founded in 1965 with the combination of Pepsi-Cola and Frito
companies-Lay and headquarters are located in New York. This show, Pepsi drinks are
becoming very popular in most of the countries. According to a survey, for every 4
people who buy a carbonated beverage product, there will be 1 Pepsi product sold.
content, focusing mainly on utilities and soft drinks. economic benefits to our
employees, business authors, and the communities in which we operate. ii. About Viet Nam:
PepsiCo was introduced to Vietnam in 1994 and in 2013, Suntory PepsiCo Beverage
Company Limited was established with 100% capital from the alliance between
PepsiCo Inc and Suntranty Limited. The head office is located at Level 5, Sheraton
Hotel, District 1, Ho Chi Minh City. Currently, PepsiCo Vietnam owns 5 production
factories with 3000 official employees and about 6000 indirect employees. PepsiCo
Vietnam is continuing to fix and maintain its leading position in the beverage
company in Vietnam. In 2018, Suntory PepsiCo Vietnam was awarded the right to the
prestigious Asia HR award taking place at White Palace, Ho Chi Minh City in the
category of "Contribution to society" and is also the only company to receive the
award in the year. beverage in Vietnam. iii. SWOT analysis Strength
• Pepsi is one of the most recognized and globally recognized brands in the food and beverage industry
• Famous sub-brands such as Frito Lay, Gatorade, Pepsi, Quaker, Tropicana, Yum! Brand, etc.
• PepsiCo is present in many provinces and cities • Staff about 1600 people
• PepsiCo Foundation operates in the fields of education, health, water conservation, education, etc.
• The Pepsi Refresh Project funds new ideas or projects that have the potential to benefit society Hoa Sen University
• Strong and efficient supply chain network, ensuring that all products are always
available even in the most remote places
• Effective branding and advertising
• Cooperation, sponsorship of sports events, concerts, etc. Weak
• Strong competition in the carbonated beverage segment
• In case the product is inflated to the wrong ratio, affecting the brand image Opportunity
• Pepsi should grow in developing cities and dominate their markets
• Increase your product portfolio by acquiring other brands
• Improve your brand image by participating in more CSR activities to benefit local people Threats
• People's health consciousness can influence the market for carbonated drinks and snacks
• Comply with government regulations and standards
• Inflation, economic slowdown and instability cause consumers' purchasing power to decrease
• Strong competition from other brands in each segment could be a threat to PepsiCo II.
Key Challenges Facing Brand
Explain the key challenges facing the brand and lay the foundation for the
brand audit focus and outcomes. The challenges should relate to specific aspects of
the brand such as brand value, brand architecture, brand portfolio, brand extension,
brand revitalization, repositioning, etc.
In the current time, the global economy is on a recovering trend and according to
experts' predictions, Asia will be the fastest growing economic region. Besides, there
are difficulties and challenges that businesses will have to face. Confronting PepsiCo,
the relocation work in countries has resulted in not only businesses or other
corporations being delayed, but also PepsiCo being significantly affected. with other affected corporations.
Nowadays, more and more drinks are produced and arranged in many ways around the
world. PepsiCo must always find ways to catch the trend of the market so as not to Hoa Sen University
lose its position, otherwise it must continuously expand its brand with many countries
to search. increase the value of the brand. Strong competition from other brands will
be a great danger for PepsiCo. Accordingly, in order to compete in a healthy way, it
must always comply with various government regulations and standards across
different brands. different countries. PepsiCo should participate in many beneficial
networking activities to the community to increase the image of the brand. III. Brand Inventory a.
Construct the brand architecture i. Brand architecture
PepsiCo is known as one of the typical brands when it comes to the Hybrid
model with the main brand being Pepsi Cola. The Hybrid Model is a combination of
two brand structures: House of brands and Branded House. During its development,
PepsiCo wanted to expand its product portfolio, but at the same time have completely
different brands. Different from Coca Cola, PepsiCo targets the markets related to
them, they provide snacks brands such as Lay's, Doritos, Cheetos,... Because nothing
is better than the combination of soft drinks with a snack snack pack. PepsiCo
Primary Pepsi Secondary Energy Juices and Colas Colas Beverages Other Frito - Lay Quaker Beverages ii. Brand Portfolio
Brand portfolio is one of the key concepts in defining architectural branding.
When it was first established, PepsiCo Vietnam only met the demand in
the beverage market segment. And now, PepsiCo Vietnam always follows the
parent company's main policy, which is to diversify brands as well as schools.
The company's brand portfolio has been more diversified, from the beverage
market to the fast food performance arena. Hoa Sen University
PepsiCo has expanded its brand portfolio through strategic acquisitions,
partnerships and new product development. PepsiCo is involved in soft drink
but also in other product such as snacks. The firm’s main brand is Pepsi-Cola,
which is well known all over the world thanks to its long history of 100 years.
The company owns other divisions such as Frito-Lay that are ongoing to grow
snacks all over the world. Tropicana Products is another division of PepsiCo
which is committed to produce and market fruit juices. Quaker Brands are a
wide range of healthy food choices whereas Gatorade is a division involved in
sports nutrition research. It can be seen that PepsiCo’s brand portfolio includes
plenty of brand but not all of them are related to soft drink.
A sub brand can allow a master brand with too broad an appeal to access
niche segments. For example, Pepsi with hit huge, broad brand basically hit a
wall and needed to create sub brand around the Pepsi. By this it means that
Pepsi as a beverage grew from the competition from which it received and this
prompted it to come up with new products to counter it. Coming up with sub
brands makes it easy to have more identity to the main by also having a huge
range to pick from and increase purchase of its products. iii. Brand Hierarchy
PepsiCo is one of the world's largest consumer brands in the food and beverage
industry. Currently, PepsiCo consists of three main products. These products are Pepsi
Diet, Pepsi and Pepsi MAX. PepsiCo's main brands come together to create new and
unique cola products to appeal to a wider audience. Besides the three main products,
PepsiCo also has an expanded sub-brand portfolio of beverage products: Gatorade,
Mountain Dew, Tropicana, 7 Up, Mirinda, Aquafina Bottle Water,... Company also
produces Savory and Snacks such as Lays, Fritos, Doritos, Tostitos, Cheetos,… Other
food products on the list are Quakers, cakes and cake mixes. All of Pepsi's brands
cater to different market segments and rarely eat out each other's sales. Below is an
illustration of Pepsi's brand hierarchy. Hoa Sen University PepsiCo Primary Pepsi Secondary Energy Juices and Colas Colas Beverages Other Frito - Lay Quaker Beverages Pepsi Cola Sierra Mist Gatorade Aquafiana Lays Diet Pepsi Cola 7 Up Sting Tropicana Fritos Pepsi Max Mirinda Lipton Tea Doritos Mountain Dew TEA+ Plus Tostitos Cheetos Walkers PepsiCo Brand Hierarchy b.
Analyze the firm’s branding and marketing programs. i.
Analyze the brand aesthetics
Because brand identity is strategic and long-term, establishing the aesthetic
criteria of the brand is a very important requirement for the process of creating
a brand identity system. It includes brand name, logo, color, packaging. Once
they are created, they will be used regularly during the operation of the brand,
possibly several decades or more. Logo
After changing the logo from time to time, the logo in use is now chosen
as the core value of Pepsi today. Retaining the three main colors of red, white
and blue, which are still the circular block symbol but designed to create an
effect as if in motion, it represents continuous circulation. This "open" design
will highlight the image of the brand: young, dynamic, close, open. According Hoa Sen University
to consumers, Pepsi's current logo makes people feel happy because the logo is
designed to make the viewer imagine a smiley face. And they also claim that
this new Pepsi logo is very modern and attractive.
The Pepsi logo is split into three red, blue and white sections
representing the American flag. It also represents the earth's magnetic field,
feng shui, pythagoras geoengularity, relativity theory and the golden ratio.
Encrypted meta messages were meant to add more appeal to the brand and
forge an emotional bond with the customers. Name
Pepsi was originally named after the formula's inventor Caleb Bradham,
Brad's Drink. But it was later renamed Pepsi, in the medical term Dyspepsia as
indigestion. The name change demonstrates that Pepsi is a healthy drink that helps support digestion. Packing
Customers have a lot of opinions about the packaging of Pepsi products.
Most of them refer to the sleek, modern packaging of canned Pepsi products.
Besides, there are still some unhappy opinions about pepsi's packaging design,
color design and small print for customers to recognize the product. However,
for customers who are colorblind or have difficulty reading small print, this
packaging is not a good idea. But the newly-shrunk version of Pepsi has made
a big splash, most people are infatuated with miniature pepsi cans tailored to
consumers. Moreover, a new form of packaging is a bottle with a capacity of 16
oz. and 20 oz. In addition, consumers say Pepsi needs to look to the future in
search of inspiration. Consumers point out that the new swirl grip at the bottom
of the bottle with a shortened designed label will not be able to compete with
Coca-Cola's iconic contoured bottle. Color
Pepsi uses blue , one of the three colors of the logo to be the brand's
dominant color, which is uniformly used from Pepsi cans to containers, hats,
shirts,... Blue has become the company's goal, motto and symbol of color
success. Back when Pepsi first appeared on the market, Coca-Cola was now
considered a "giant" and a leading competitor of Pepsi. So the question is: How
do you compete and replace the red giant? Strategic planners have proposed the
use of young green. A blue color full of vitality, showing confidence in winning
in the face of all difficulties, affirming the coal to society. That is the desire of
youth, and also the message that the brand brings to customers.. ii.
Analyze past and current advertising campaigns across medium.
Past advertising campaign: “ Tet Sum Vay” 2016.
In 2016, Pepsi's "Tet Sum Vay" campaign highlighted Vietnam's largest
and most popular holiday and celebrated the true meaning of vietnam's
traditional New Year's Day. The essence of Tet is to reunite with the coal
people, so Pepsi has teamed up with Mirum Vietnam to create this meaningful Hoa Sen University
campaign. Modern life keeps people busy with work in society, which makes
them less close to their families. Therefore, Pepsi wants to strengthen the
quintessence of family reunion and they are bringing the meaningful message
"Tet Sum Vay" meaning that only the reunion will bring a happy and cozy Tet
day. The campaign featured activations in both digital and on the ground.
In implementing this campaign, Pepsi launched a music video and a
series of advertisements with the main theme of Tet, in order to highlight the
message of the brand's campaign. The main plot mostly revolves around the
happy moments of people together on Tet, celebrating New Year's Eve together,
turning their pants together after a series of distant days.
Tet Sum Vay 2016 (Photo: Internet)
Mirum launched two Facebook activities for Pepsi's campaign. They
come up with a profile image system or filter and an app that allows users to
look back at a customer's personal Facebook page from five years ago. These
ideas are inspired by the preference to look back on past memories. In addition,
they also organized the Contest to Keep Moments, “Tet Sum Vay” as a
summation activity for this successful campaign. Hoa Sen University The photo contest
Current advertising campaign: "Pepsi brings Tet home" -
Impressive advertising campaign ending 2020.
Because the effects of the Covid-19 pandemic have divided so many
families and made life more difficult. So Pepsi came up with the idea of
conveying an emotional message about the story of returning home on New
Year's Day. This campaign is called "Bring Home." Hoa Sen University
The meaning of the advertising campaign "Bring Tet home" (Photo: thanhnien.vn)
Most of the stories of home are used by brands. But for Pepsi, this isn't
simply a campaign for media purposes, it has a deep meaning. The tricolonical
flight "Bring Tet home", with more than 1,000 air tickets, 2,000 round-trip car
tickets and other meaningful gifts will be given to more than 3,000 students,
workers and workers who are working away from home in difficult
circumstances, not eligible to return home to celebrate Tet with their families.
In addition, Pepsi also worked with artists to accompany this campaign. It is
this factor that has helped the campaign to convey more deeply about the
meaningful message of this Tet holiday to a large number of consumers.
Moreover, the spread on the artist's social networking sites will help the
campaign spread further with each like, comment, share of fans under their
posts. The humanity of the campaign has contributed to changing the sub-poles
during the covid-19 prevention period. In addition, during this campaign Pepsi
has implemented optimized display of promotional videos on mobile phones. Hoa Sen University
Unlike regular promotional videos today, some promotional videos with a
length of about 15 seconds have been optimized for easy view on the phone. In
addition to video ads, the brand also uses photo ads with similar messages.
Pepsi has also used reach and frequency targeting to ensure that it will connect
with its audience multiple times with its ads throughout the campaign. iii.
Analyze the marketing mix for the brand. 1) Product
Pepsi-Cola comes out in the next scene when people use fast food and
grease a lot. Just turn on the lid to be able to enjoy immediately, in
addition to the purpose of helping to digest, fight hunger, reduce the
feeling of fatty meat in the mouth it also helps refresh but is not as addictive as alcohol.
Targeting customers who are overweight, chubby. Pepsi has launched
Diet Pepsi and Zero Calorie Pepsi so that dieters can still use the product.
In terms of packaging, Pepsi now uses cans, plastic bottles and glass
bottles with various capacities, on the packaging with full ingredients,
nutritional content, shelf life and many other necessary information.
Pepsi has now launched the world's first plastic bottle that has been
recreated from surplus products in food processing. At the same time,
Pepsi also launched bottles made from biological ingredients such as
grass, corn shells,... This plastic bottle is called Green-Pet.
In terms of production process, Pepsi ensures strict in the preparation
stage. Components from water to CO2,... They are all made with modern technology. 2) Price
Pepsi opted for a relatively low pricing strategy to enter the market,
hoping that this choice would attract a large number of customers and gain a large market share.
For discounted pricing, Pepsi adjusts the price accordingly for customers
who buy in bulk, paying early. Cash-paying extracts for customers who pay at the time of purchase. Pricing by product: Hoa Sen University
Price of Pepsi's products compared to Coca Cola(Source: Internet) 3) Place
To reach consumers in Vietnam Pepsico has passed intermediaries.
Despite its economic potential, PepsiCo has not directly brought the
product to consumers, but has been mediated by distributors, creating a
nationwide distribution network. In addition to dealers and general
agents, Pepsico also penetrates most places that can consume a large
number of consumers such as cafes, toad bars,... 4) Promotion
From the first steps to enter the Vietnamese market, Pepsi has clearly
understood the taste of consumers here, the traditional taste, sweet and
strong is very suitable for vietnamese people. With a global brand
vision, Pepsi has pred the brand with activities to bring the brand closer
to consumers. Successful campaigns that bring Pepsi closer to customers
are the campaign "Drinking a can of Pepsi is to spend 50 vnd to support
the flood compatriots", the campaign "Tet Sum V", the campaign "Football Festival" ,...
With these great strategies, Pepsi in the Vietnamese market in recent
years has successfully connected with the community and customers,
attracted the attention of the media, achieved the brand image in the minds of customers. c.
Profile direct and indirect competitors and the market situation.
Direct competitor : Coca Cola
When it comes to soft drinks, there are two names in our minds, Coca Cola and Pepsi.
That's why Pepsi and Coca Cola have been competitors. Why say Pepsi and Coca
Cola are two great rivals, because the group of customers that these two brands target
are young people, this makes the battle fierce with advertising strategies and the
appearance of new products become creative. Hoa Sen University
A map that identifies the strategy of the competitor (Photo: Internet)
According to the map above, we can see pepsi's direct rival Coca Cola, although these
two corporations have the same group of strategic maps, but both compete strongly for
distribution channels. The distribution strategy model is key for businesses to increase sales for brands.
Globally, Coca-Cola's market is almost all slightly better than Pepsico's, but in
Vietnam, Pepsi is slightly better than Coca Cola. In the international market, Pepsi is
only the follower of Coca Cola but in the Vietnamese market, Pepsi is a pioneer and
always at the forefront. In advertising campaigns, not only compete with campaigns,
celebrities but also compete little by little in the production of products. Whenever one
company launches a new type of water, the other will offer a similar flavor. While
Coca Cola focuses on the taste of the drink, Pepsi will be geared toward users of the
product. On the path of building and developing the brand, Pepsi luon follows Coca
Cola with a competitive eye and uses trams to replace the brand's leading rival. Indirect competitor:
PepsiCo’s indirect competitors are other forms of drinks, such as juices or teas.
Although PepsiCo sells a great deal of drinks, a majority of them are soft drinks. But
consumers will not choose carbonated soft drinks forever, they will choose water such
as tea, fruit juice, healthy milk instead of carbonated water. In the Vietnamese market,
TH true Milk is probably one of Pepsi's non-direct competitors. Most of TH true
Milk's products are healthy such as fresh milk, nut milk, fruit juice,... Besides, TH true Hoa Sen University
Milk is also a pure Vietnamese brand rather than a brand imported into the Vietnamese
market like Pepsico. It is for these reasons that TH true Milk accidentally became a
non-direct competitor of Pepsico. The market situation
Established in 1991 and included in the list of big names in the beverage market in
Vietnam. In nearly 3 decades of development, Pepsico's product portfolio in Vietnam
has become more diverse from carbonated beverages (Pepsi, 7UP,...), bottled water,
fruit juice,... to teas such as Lipton, Olong Tea plus. Besides Pepsico drinks, it also
expands the market of Poca snack production in Vietnam.
Currently, Pepsico has a total of 5 manufacturing plants in Vietnam specializing in
manufacturing for the domestic market. Currently, Pepsico is one of the three largest
beverage manufacturers in Vietnam market besides Coca Cola and Tan Hiep Phat.
At the end of 2016, Pepsico Vietnam completely ended accumulated losses. In 2018,
Pepsico announced a net profit of more than VND1,369 billion, an increase of 15%
compared to the previous year and recorded a cumulative profit of more than
VND3,200 billion. In 2019, Pepsico upgraded its manufacturing plant in Bac Ninh,
bringing its total investment to $93 million. IV. Brand Exploratory
Offers a detailed analysis of consumers’ brand knowledge structures based on the
customer-based brand equity framework.
a. Assess brand associations at each level of the consumer-based brand
equity pyramid. Critique the customer-based brand equity. What
meanings are strong and dominant? Which are unique from the
competition? Which are positive and negative? What meanings resonate with the target market?
Brand recognition is the most important. Because this is how customers look at
your brand and distinguish it from others. It explores the words and images that
buyers associate with when they hear a particular brand name. This is the most
important level and must be strong to support the rest of the pyramid above it.
Brand recognition quantly quantly quantes the breadth and depth of customer
perception of a brand. Start building it when customers aren't aware of your
product and value, engaging them with targeted advertising and marketing campaigns.
The meaning of the brand is the only thing in the competition. Because when
customers know your brand, they'll want to know more about your product.
They will question features, appearance and style, reliability, durability, Hoa Sen University
customer experience and value for money, to find out its brand meaning. For
brand reputation purposes, and is divided into two categories:
Brand performance: This includes product functionality, reliability, durability
and price as well as service and customer satisfaction. It's 'it does what it says
on tin territory' and when it works well, the customer's opinion will be positive.
Brand image: distinct, but no less important, image that meets the social and
psychological needs of customers. What does the brand seem to customers?
Volvo appears scandi-chic style, family-oriented, safe and environmentally
responsible; Cushelle is soft, simple and cozy. This message can appear in
targeted marketing and word of mouth.
Brand feedback is a negative factor for the branding process. When a customer
buys your product, he builds expectations for the brand and the purchase. If the
reality matches his expectations, then the customer is very satisfied and has a
positive feeling about the brand. If the product exceeds expectations, it will
generate huge word of mouth and can turn customers into brand advocates.
Such positive experiences create "Emotions" in the customer's mind.
However, if the experience is bad, the customer will have a negative feeling
with the brand, which can also be called "Reviews". According to Keller's
Brand Assets model, a brand with more feel is rated as a beneficial brand in
building brand value. Therefore, brand feedback is higher in the Brand Value pyramid.
The difference between judgment and feeling is fine but we've explained the same with some examples.
Judgment - Customers have never experienced a brand but have many negative words for the brand.
Judgment - Customers have experienced the brand but haven't found it to make a mark.
Feel - The product as expected but not exceeded or exceeded expectations for
the customer to perform the action of repeating (average feeling)
Feel - Excellent customer service, making the customer become a brand advocate.
Brand resonance is a positive factor and at the same time resonates with the
target market. This is the most difficult factor and the longest process for the
business because when customers are loyal to a brand, consider it premium,
will not buy something else and support its value to others. Many things
resonate with customers: lifetime experience, customer service, products, and value
b. Construct a behavioral profile of extreme users, if any, and discuss the
influence of consumer emotions during the brand purchase or consumption experience. Hoa Sen University Brand Position
Since its inception, Pepsi-Cola's mission has been for young people, who are always
burning with their passions and enthusiasm. Targeting the above customers, Pepsi has
favored its products with the qualities (from flavors to marketing methods) necessary
to go deep into the hearts of this consumer class. With a strong sweetness and a large
amount of gas, Pepsi-Cola gives consumers a new feeling – a strong taste that is felt to
the tip of the nose like burning enthusiasm – satisfy the psychology of enjoying the
experience of most young people because its taste is different from other beverage
products on the market. Moreover, targeting mainly young customers, Pepsi-Cola
helps them express their youthfulness and dynamism, a style of a new person, a style
of a new generation. Customers generally think of the Pepsi brand character as
exciting, fun, youthful, trendsetter, hip and cool, fresh and trusting. Pepsi mental map
Pepsico's brand positioning strategy is based on emotions, wants to bring every
customer's moment together with the product into everyday life with all levels of
emotions, etc. Therefore, when Pepsico's brand positioning is always Building a
youthful image, with the message "Live for now - Live every second", Pepsico's
customers are young people aged 15 - 35, regardless of gender who have a preference
for experience. and live to the fullest. Target Audience
Occupation: everyone, especially young people, students, etc. Age: from 15 to 35 years old Hoa Sen University Gender: Male/ Female
Lifestyle: Young, dynamic, creative,…
Location: Most of the provinces across the country, mainly
concentrated in urban areas and big cities.
Customers interested in: Nutrition, health, economy, product ingredients.
How to buy: Supermarkets, markets, groceries, etc. Places where customers can access products
The influence of consumer emotions during the brand purchase or consumption experience
By age: In Vietnam, non-alcoholic beverages are mainly served between the ages
of 15 and 35. This is because this is the age group that participates the most in
fast food activities such as KFC, Lotteria, Popeyes, or other restaurants. This is
also the age when there is not much awareness about the effects of sugar and
carbonated drinks on health. Moreover, these age groups participate in physical
exercise and sports activities, causing the body to have a very high demand for
soft drinks and energy drinks. Older age groups have less demand for this
product. The type of product they use also changes. Instead of carbonated soft
drinks, they tend to use more fruit juices and nutritional drinks.
By gender: Male and female genders tend to use soft drinks equally. However,
the type of beverage they use is somewhat different. If carbonated drinks such as
coca or pepsi and green tea of all kinds are consumed by both sexes. The male
gender also has a preference to drink energy drinks, while the female gender
tends to consume fruit juices, pre-packaged fruits and other nutritional drinks.
Relationship with per capita income:
Vietnam's population is expected to reach 100 million by 2020, with a working
age population accounting for 60%, and a median age of 30. This group is also the
target market of the beverage industry. A study conducted by the University of
Leuven found that, as the per capita income in developing countries increases, the
people of that country will consume more soft drinks. Meanwhile, according to the
General Statistics Office, Vietnam's per capita income is about 3,000 USD a year.
Therefore, the demand for beverage consumption will remain high.
Consumer behavior is also different across regions:
Northern consumers are trend-followers, paying much attention to packaging,
especially for goods bought as gifts. They also have a wide understanding of the
brands in the market. Central consumers are more reserved, often unwilling to try
new brands and prefer local brands. Meanwhile, Southern consumers are said to be
easygoing, knowledgeable about many brands and always willing to try different brands. Hoa Sen University
c. Develop a consensus map to capture relevant images and metaphors
associated with the brand using the ZMET technique .
Big Picture- Pepsi is a very large brand which is active in marketing. They have
numerous umbrella brands which include Mountain Dew, Powerade, etc. With a
company that is large and has many products they are perceived as big. Pepsi
should ensure each umbrella brand is marketed in a uniform way.
Innovative Picture- This represents the brand because Pepsi is constantly changing
in order to become better. We remember seeing different evolutions of the brand
and its logo. Constantly changing branding can help or hurt the company. Its
competition is known for its classic look and consistency; by changing too often,
consumers may lose loyalty. Pepsi should continue to be innovative as a company,
but should remain consistent with its certain branding aspects. Hoa Sen University