Brand audit phần b ( brand inventory) - Brand Managenment | Đại học Hoa Sen

b. Analyze the firm’s branding and marketing programs. i.
Analyze the brand aesthetics (logos, name, packaging, colors).
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
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
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 ( The South)
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 this as a summation
activity for this successful campaign.
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."
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.
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:
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.
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
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. References:
https://zerovn.net/chien-luoc-marketing-cua-pepsi-tai-viet-nam/
https://congdongdigitalmarketing.blogspot.com/2018/05/chien-luoc-marketing-4p-cua- pepsi-tai-viet-nam.html
https://www.brandsvietnam.com/campaign/99-Pepsi-Tet-2016-with-Pepsi
https://advertisingvietnam.com/pepsi-mang-tet-ve-nha-chien-dich-quang-cao-an- tuong-ket-thuc-nam-2020-p15993
https://tapchicongthuong.vn/bai-viet/giai-ma-bi-mat-ten-goi-cua-10-thuong-hieu-noi- tieng-toan-cau-65323.htm
https://www.logaster.com/blog/pepsi-logo/
https://rubee.com.vn/chi-tiet-tin-tuc/667/logo-pepsi.html#Logo%20Pepsi%20hi %E1%BB%87n%20t%E1%BA%A1i
https://lingocard.vn/tieu-luan-ve-pepsi/
https://theleader.vn/loi-nhuan-nghin-ty-cua-pepsico-tai-viet-nam-1579063240499.htm