04 developing marketing strategy a case study of the international beverage company, in hochiminh...

7/27/2019 04 Developing Marketing Strategy a Case Study of the International Beverage Company, In Hochiminh City, Vietn…

http://slidepdf.com/reader/full/04-developing-marketing-strategy-a-case-study-of-the-international-beverage 1/27

APPENDICES

Appendix 1: Questionnaire Appendix 2: Summary of mean results Appendix 3: Summary of frequency results Appendix 4: T-tests for paired samples Appendix 5: Chi-square Appendix 6: One way anova

74



APPENDIX 1

QUESTIONNAIRE

GUIDELINE FOR IN-DEPTH INTERVIEWSCOMPANIES

General Information and Marketing System

1. What are the company’s objectives marketing?

2. What are the strengths and weaknesses of the company? What do you think aboutopportunities and threats in business your company are in?

3. Who are the main competitors? What are their strengths and weaknesses?

4. How does the company segment and target the market? What are your target markets?

5. What are the key factors for success in each of your market segments? Whatare the

significant trends in these markets?

6. What are the marketing strategies that the company will use to remain the position inthe soft

drink market in Hochiminh city?

7. How does your product differ from competitors? How does the company usepositioning

strategy in order to establish/ change/maintain/keep the image in minds of targetconsumer?

8. What is the company’s market share in the South, and North of Vietnam? How doyou

estimate them? What do you think your market share will be in the comingyears

compared with previous? ( increasing, same, decreasing, etc.,) 9. What kind of information does the company obtain from the marketing intelligencesystem in

relation with consumers, distributors, competitors, and market?

10. Does the company forecast the sale volume? If yes, what kind of methods doesthe

company use in forecasting the sales? 11. How would you measure your market potential to determine the differentgeographical

territories you would expend market share?

Product

75



1. What are the product lines of the company? What are the main products? Whataction is

necessary to keep the product line at maximum profitability?2. What is the product strategy of the company?

3. For new product development process, how does the company design a new product

strategy?How are the new product evaluated?

Price

1. How does the company determine the price?

2. What are the pricing structures of your products? How does the price of your product

compare with your competitors?

3. What is your pricing strategy?

4. Does the company charge a higher price to distant consumer or the same to allconsumers

regardless of location?

5. Does the company offer discounts and allowances for wholesalers, retailer shops,consumers?

Distribution

1. What kinds of distribution channels does the company use?

2. Describe your distribution strategies? How do you support each distributionchannel or

channel members?

3. What criteria do you use for choosing and evaluating your distribution channels?How do

you motive your channel members?

4. What policies does the company use regarding the wholesalers? (Delivery, Payment,Incentives)

Promotion mix

1. What are your promotion strategies?

2. What kind of media do you use for advertising? What are the objectives of your advertising?

3. To promote your sales, what kind of sales promotion activities do you use?

4. How is the role of the public relation activities in supporting the marketing of your product?

76



5. What kind of incentives does the company give the sales force? How does thecompany

recruit and train the sales force?

77



GUIDELINE FOR IN-DEPTH INTERVIEWSRETAILERS AND WHOLESALERS

1. What kinds of the soft drinks do you sell? Which brands do the consumers often buyin your

outlets?

2. When the consumers buy soft drinks, what do you think about the following consumer preferences?

Price consciousQuality consciousBrand consciousOthers (please specific)____________

3. What kind of incentives does the IBC give for you? Which incentives do you like most?Why?

4. What kind of incentives does the Coca Cola Chuong Duong Company give for you?Which

incentives do you like most? Why?

5. What kind of incentives does the Tribeco Company give for you? Which incentives doyou like

most? Why?

6. What do you think about the discounts and allowances offered for you by:(a). IBC Company (Pepsi)?(b). Coca Cola Chuong Duong Company?(c). Tribeco Company??

7. What do you think about price of Pepsi compared with Coke’s one?

8. Do you only sell products of IBC (Pepsi, 7 Up, Schweppes, Crush) or Coke (CocaCola,

Sprite) or Tribeco? If yes, why do you keep the particular brand in your shops?

9. What do you think about facilities supported by IBC for your wholesalers and retailerscompared

with Coca Cola Chuong Duong Company ?

10. Do you often suggest the consumers to buy Pepsi or Coke or Tribeco? If yes, whydo you

suggest to consumers?

11 . According to you, what should the IBC company do to upgrade and expand thedistribution

channels?

12. What do you think about the policy of the IBC company applying for wholesalerscompared

78



with Coke, Tribeco?

79



QUESTIONNAIRE FOR CONSUMERS

Hello, I am Bui Thanh Trang, an MBA student of AIT. I am conducting a survey on theattitude of consumers toward soft drinks to develop marketing strategy for IBC, which will take up a few minutes of your time. Please answer the following questions as accurately as

possible .Your answers will be completely confidential.

INSTRUCTION: Tick, circle or number your answer.

1. Please rate how much you like the following soft drinks

dislike likevery much very much

a. Pepsi 1 2 3 4 5 6 7b. 7-Up 1 2 3 4 5 6 7c. Coca Cola 1 2 3 4 5 6 7d. Sprite 1 2 3 4 5 6 7

e. Schweppes 1 2 3 4 5 6 7f. Tribeco 1 2 3 4 5 6 7g. Crush 1 2 3 4 5 6 7

2. Which of the following best describes how you choose a soft drink when you buy it.

I don’t think about it much, just buy the same one I usually buy.I don’t think about it much, just buy what the retailer has available.I get the one that tastes best.I get the one that is most refreshing.I get the one that most of my friends drink.I get the one that cost less.I try to get my favourite brand all the time.I buy the one with the best gift or lucky draw.

3. Please compare the Pepsi with Coca Cola about the following attributes.

Pepsi is muchbetter than Coke

Pepsi is the sameas Coke

Pepsi is muchworse than Coke

a. Taste

b. Sweet

c. Gas

d. Package

e. Available

f. Reputation

80



4. Please compare 7 Up with Sprite about the following attributes..

7 Up is much better than Sprite

7 Up is the sameas Sprite

7 Up is muchworse than Sprite

a. Taste

b. Sweet c. Gas

d. Package

e. Available

f. Reputation

5. Please compare the Pepsi with Tribeco about the following attributes.

Pepsi is much better than Tribeco

Pepsi is the sameas Tribeco

Pepsi is much worsethan Tribeco

a. Taste

b. Sweet

c. Gas

d. Package

e. Available

f. Reputation

6. How do you rate Schweppes at the following attributes?

very poor excellenta. Taste 1 2 3 4 5 6 7b. Sweetness 1 2 3 4 5 6 7c. Gas 1 2 3 4 5 6 7d. Package 1 2 3 4 5 6 7e. Available 1 2 3 4 5 6 7f. Reputation 1 2 3 4 5 6 7

7. How do you consider the prices of the following soft drinks?

very low very higha. Pepsi 1 2 3 4 5 6 7b. 7-Up 1 2 3 4 5 6 7c. Coca Cola 1 2 3 4 5 6 7d. Sprite 1 2 3 4 5 6 7e. Schweppes 1 2 3 4 5 6 7f. Tribeco 1 2 3 4 5 6 7g. Crush 1 2 3 4 5 6 7

81



8. Please rank the following places according to how often you buy soft drinks. (1= buy mostoften, 2= buy second most often, 3= buy third most often, 4= buy fourth most often)

______ a. Coffee Shops ______ b. Other retailer shops ______ c. Restaurants

______ d. Wholesalers

9. What do you think about the sales promotion gifts of the following soft drink brands?

not attractive at all veryattractivea. Pepsi 1 2 3 4 5 6 7b. 7-Up 1 2 3 4 5 6 7c. Coke 1 2 3 4 5 6 7d. Sprite 1 2 3 4 5 6 7e. Schweppes 1 2 3 4 5 6 7

f. Tribeco 1 2 3 4 5 6 7g. Crush 1 2 3 4 5 6 7

10. According to you, the Advertising program of Pepsi on Television is

Strongly StronglyDisagree Agree

· Information content:a. very easy to

understand1 2 3 4 5 6 7

b. very informative 1 2 3 4 5 6 7c. very hard to forget 1 2 3 4 5 6 7d. very honest 1 2 3 4 5 6 7

· Aesthetic content:e. pleasant to see 1 2 3 4 5 6 7f. artistic 1 2 3 4 5 6 7g. intelligent 1 2 3 4 5 6 7h. amusing 1 2 3 4 5 6 7

11. Do you know the slogan of Pepsi “The Choice of New Generation”?

Yes No

12. Do you know the slogan of Coke “The Real Thing”?

Yes No

82



13. Which brands do retailers suggest to you?not suggest at all always suggest

a. Pepsi 1 2 3 4 5 6 7b. 7-Up 1 2 3 4 5 6 7c. Coca Cola 1 2 3 4 5 6 7d. Sprite 1 2 3 4 5 6 7

e. Schweppes 1 2 3 4 5 6 7f. Tribeco 1 2 3 4 5 6 7g. Crush 1 2 3 4 5 6 7

14. When you buy a soft drink if the retailer suggests an another brand, not regular brand in

which you often buy, what do you usually do?

I buy my regular brand.I buy the other brand suggested by retailer

15. What does your friends say about the following brands.

They say They sayit is very bad it is very good

a. Pepsi 1 2 3 4 5 6 7b. 7-Up 1 2 3 4 5 6 7c. Coca Cola 1 2 3 4 5 6 7d. Sprite 1 2 3 4 5 6 7e. Schweppes 1 2 3 4 5 6 7f. Tribeco 1 2 3 4 5 6 7g. Crush 1 2 3 4 5 6 7

16. What is your age?From 10 to 20 years oldFrom 21 to 30 years oldFrom 31 to 40 years oldFrom 41 to 50 years old

17. What is your monthly income (in VND)

Less than 1 millionFrom 1 to 2 millionOver 2 million

THANK YOU FOR YOUR CO-OPERATION

APPENDIX 2

SUMMARY OF MEAN RESULTS

83



Exhibit 1: Question 1, How much you like the following soft drinks (1: dislike very much, 7:like

very much)

Brands Mean Sta dev

a. Pepsi 6.010 1.010b. 7-Up 4.290 1.439c. Coke 6.250 .821d. Sprite 2.760 1.280e. Schweppes 2.480 1.210f. Tribeco 3.520 1.845g. Crush 2.840 1.629

Exhibit 2: Question 6, How you rate Schweppes at the following factors (1: very poor,7: excellent)

Attributes Mean Sta deva. Taste 4.380 1.030b. Sweetness 3.750 .892c. Gas 5..500 .916d. Package 5.050 1.123e. Availability 3.070 1.008g. Reputation 3.140 1.005

Exhibit 3: Question 7, How do you consider the prices of soft drinks (1: very low, 7: veryhigh)

Brands Mean Sta dev

a. Pepsi 5.200 .752b. 7-Up 5.150 .730c. Coke 5.610 .790d. Sprite 5.760 .911e. Schweppes 5.310 .837f. Tribeco 3.850 .687g. Crush 5.220 .760

84



Exhibit 4: Question 9, What do you think about the sales promotion gifts of the following softdrinks (1: not attractive at all, 7: very attractive)

Brands Mean Sta dev

a. Pepsi 4.510 1.283b. 7-Up 4.370 1.143c. Coke 4.410 1.296d. Sprite 3.860 1.400e. Schweppes 3.190 1.285f. Tribeco 3.150 1.336g. Crush 3.270 1.355

Exhibit 5: Question 10, According to you, the advertising program of Pepsi on television is(1: strongly disagree, 7: strongly agree)

Mean Sta dev

a. Very easy tounderstand

5.710 1.183

b. Very informative 5.500 .916c. Very hard to forget 5.460 1.141d. Very honest 3.220 1.315e. Please to see 5.170 1.295f. Artistic 4.700 1.068

g. Intelligent 4.560 1.149h. Amusing 5.340 1.199

85



Exhibit 6: Question 13, Which brands do the retailers suggest to you (1: not suggest at all,7: always suggest)

Brands Mean Sta dev

a. Pepsi 4.570 1.394b. 7-Up 4.280 1.173c. Coke 4.410 1.415d. Sprite 2.960 1.014e. Schweppes 2.160 1.143f. Tribeco 2.660 1.430g. Crush 2.070 1.027

Exhibit 7: Question 15, What does yours friends say about the following brands (1: they sayvery bad, 7: they say very good)

Brands Mean Sta dev

a. Pepsi 6.070 .795b. 7-Up 6.260 .812c. Coke 6.450 .672d. Sprite 4.040 1.082e. Schweppes 3.920 1.061f. Tribeco 4.330 1.092g. Crush 3.860 1.025

86



APPENDIX 3

SUMMARY OF FREQUENCY RESULTS

Exhibit 1: Question 2, Which of the following best describes how you choose a soft drinkwhen

you buy it (n=100)

Percent (%)

I just buy the same one I usually buy 31.0I just buy what the retailer has available 2.0I buy the one that tastes best 54.0I buy the one that is most refreshing -I buy the one that most of friends drink -I buy the one that cost less 3.0I try to get my favourite brand all the time 10.0I buy the one with the best gift or lucky draw. -Total 100.0

Exhibit 2: Question 3, Please compared Pepsi with Coca Cola about the following factors( n=100).

Attributes Pepsi is muchbetter than Coke

(%)

Pepsi is thesame asCoke (%)

Pepsi is muchworse than Coke

(%)

Taste 35.0 26.0 39.0Sweetness 26.0 26.0 48.0Gas 22.0 34.0 44.0Package 18.0 67.0 15.0

Availability 38.0 58.0 4.0Reputation 16.0 54.0 30.0

87



Exhibit 3: Question 4, Please compare 7-Up with Sprite about the following factors (n=100).

Attributes 7-Up is muchbetter thanSprite (%)

7-Up is thesame as Sprite

(%)

7-Up is muchworse than Sprite

(%)



Exhibit 4: Question 5, Ranking attributes of Pepsi compared to Tribeco (n=100).

Attributes Pepsi is muchbetter thanTribeco (%)

Pepsi is the sameas Tribeco (%)

Pepsi is muchworse thanTribeco (%)



88



Exhibit 5: Question 8, Please rank the following places according to how often you buy softdrinks (1= buy most often, 2= buy second most often, 3= buy third most often, 4= buyfourth most often) (n=100).

1 (%) 2 (%) 3 (%) 4 (%)a. Coffee shops 80.0 11.0 9.0 -b. Retailer shops 10.0 61.0 21.0 8.0c. Restaurants - 9.0 21.0 70.0d. Agents(Wholesalers)

10.0 19.0 49.0 22.0

Exhibit 6: Question 11, Do you know the slogan of Pepsi “The Choice of New Generation”(n=100)

Percent (%)Yes 94.0No 6.0

Exhibit 7: Question 12, Do you know the slogan of Coke “The Real Thing” (n=100)

Percent (%)Yes 61.0No 39.0

Exhibit 8: Question 14, When you buy a soft drink if the retailer suggests an another brand,not regular brand in which you often buy, what do you usually do. (n=100)

Percent (%)I buy my regular 75.0I buy another brand 25.0

89



APPENDIX 4

T-TESTS FOR PAIRED SAMPLES

Exhibit 1: Brand preference

Number of 2-tailVariable pairs Corr Sig Mean SD SE of Mean

--------------------------------------------------------------------------Q1A Pepsi 6.0100 1.010 .101

100 -.247 .013Q1C Coca Cola 6.2500 .821 .082

--------------------------------------------------------------------------

Paired Differences |

Mean SD SE of Mean | t-value df 2-tail Sig----------------------------------|--------------------------------------.2400 1.450 .145 | -1.65 99 .101

95% CI (-.528, .048) |

Exhibit 2: Attitude of consumers toward Pepsi and Coke


--------------------------------------------------------------------------Q15A Pepsi 6.0700 .795 .079

100 -.135 .180Q15C Coca Cola 6.4500 .672 .067

--------------------------------------------------------------------------

Paired Differences |Mean SD SE of Mean | t-value df 2-tail Sig

----------------------------------|--------------------------------------.3800 1.108 .111 | -3.43 99 .001

95% CI (-.600, -.160) |

90



Exhibit 3: Perception of consumers about prices of Pepsi and Coke

Number of 2-tail

Variable pairs Corr Sig Mean SD SE of Mean--------------------------------------------------------------------------Q7A Pepsi's Price 5.2000 .752 .075

100 .728 .000Q7C Coke's Price 5.6100 .790 .079

--------------------------------------------------------------------------


----------------------------------|--------------------------------------.4100 .570 .057 | -7.19 99 .000

95% CI (-.523, -.297) |

Exhibit 4: Perception of consumers about prices of 7-Up and Sprite


--------------------------------------------------------------------------Q7B 7 Up's Price 5.1500 .730 .073

100 .586 .000Q7D Sprite's Price 5.7600 .911 .091

--------------------------------------------------------------------------


----------------------------------|--------------------------------------.6100 .764 .076 | -7.98 99 .000

95% CI (-.762, -.458) |

91



APPENDIX 5

CHI-SQUARE

Exhibit 1: Comparing sweetness of Pepsi with Coke

Q16BIS Age by Q3B Sweetness

Q3B Page 1 of 1Count |

Row Pct |1: Pepsi 2: Pepsi 3: PepsiCol Pct | better same Co worse C Row

| 1.00| 2.00| 3.00| TotalQ16BIS --------+--------+--------+--------+

1.00 | 7 | 12 | 12 | 311: From 10 to 20 | 22.6 | 38.7 | 38.7 | 31.0

| 26.9 | 46.2 | 25.0 |+--------+--------+--------+2.00 | 11 | 3 | 22 | 36

2: From 21 to 30 | 30.6 | 8.3 | 61.1 | 36.0| 42.3 | 11.5 | 45.8 |+--------+--------+--------+

3.00 | 8 | 11 | 14 | 333: From 31 to 50 | 24.2 | 33.3 | 42.4 | 33.0

| 30.8 | 42.3 | 29.2 |+--------+--------+--------+

Column 26 26 48 100Total 26.0 26.0 48.0 100.0

Chi-Square Value DF Significance-------------------- ----------- ---- ------------

Pearson 9.45649 4 .05065Likelihood Ratio 10.65450 4 .03073Mantel-Haenszel test for .00702 1 .93323

linear association

Minimum Expected Frequency - 8.060

Number of Missing Observations: 0

92



Exhibit 2: Comparing taste of 7-Up with Sprite

Q16 Age by Q4A Taste

Q4A Page 1 of 1

Count |Row Pct |1: 7 Up 2: 7 Up 3: 7 UpCol Pct |better S same Spr worse Sp Row

| 1.00| 2.00| 3.00| TotalQ16Bis --------+--------+--------+--------+

1.00 | 22 | 3 | 6 | 311: From 10 to 20 | 71.0 | 9.7 | 19.4 | 31.0

| 35.5 | 21.4 | 25.0 |+--------+--------+--------+

2.00 | 19 | 2 | 15 | 362: From 21 to 30 | 52.8 | 5.6 | 41.7 | 36.0

| 30.6 | 14.3 | 62.5 |

+--------+--------+--------+3.00 | 21 | 9 | 3 | 333: From 31 to 50 | 63.6 | 27.3 | 9.1 | 33.0

| 33.9 | 64.3 | 12.5 |+--------+--------+--------+

Column 62 14 24 100Total 62.0 14.0 24.0 100.0


Pearson 15.32678 4 .00407Likelihood Ratio 15.15220 4 .00440Mantel-Haenszel test for .03326 1 .85529

linear association

Minimum Expected Frequency - 4.340Cells with Expected Frequency < 5 - 2 OF 9 ( 22.2%)


93



Exhibit 3: Comparing gas of 7-Up with Sprite

Q16 Age by Q4C Gas

Q4C Page 1 of 1Count |

Row Pct |1: 7 Up 2: 7 Up 3: 7 UpCol Pct |better S ame Spri worse Sp Row

| 1.00| 2.00| 3.00| TotalQ16Bis --------+--------+--------+--------+

1.00 | 11 | 11 | 9 | 311: From 10 to 20 | 35.5 | 35.5 | 29.0 | 31.0

| 22.9 | 30.6 | 56.3 |+--------+--------+--------+

2.00 | 20 | 10 | 6 | 362: From 21 to 30 | 55.6 | 27.8 | 16.7 | 36.0

| 41.7 | 27.8 | 37.5 |+--------+--------+--------+3.00 | 17 | 15 | 1 | 33

3: From 31 to 50 | 51.5 | 45.5 | 3.0 | 33.0| 35.4 | 41.7 | 6.3 |+--------+--------+--------+

Column 48 36 16 100Total 48.0 36.0 16.0 100.0


Pearson 9.79259 4 .04407Likelihood Ratio 10.98277 4 .02676Mantel-Haenszel test for 5.13902 1 .02339

linear association

Minimum Expected Frequency - 4.960Cells with Expected Frequency < 5 - 1 OF 9 ( 11.1%)


94



APPENDIX 6

ONE-WAY ANOVA

Exhibit 1: The diffidence in rating preference of Pepsi between age groups

Variable Q1A PepsiBy Variable Q16 Bis Age

Analysis of Variance

Sum of Mean F F

Source D.F. Squares Squares Ratio Prob.

Between Groups 2 6.3755 3.1878 3.2681 .0423Within Groups 97 94.6145 .9754Total 99 100.9900

- - - - - O N E W A Y - - - - -


Multiple Range Tests: Tukey-B test with significance level .050

The difference between two means is significant if MEAN(J)-MEAN(I) >= .6984 * RANGE * SQRT(1/N(I) + 1/N(J))with the following value(s) for RANGE:

Step 2 3RANGE 3.09 3.37

(*) Indicates significant differences which are shown in the lower triangle

G G Gr r r p p p

3 2 1Mean Q16 Bis

95



5.7273 Grp 35.9722 Grp 26.3548 Grp 1 *

96



Exhibit 2: No diffidence in rating preference of Coke between age groups

Variable Q1C Coca ColaBy Variable Q16BIS Age


Sum of Mean F FSource D.F. Squares Squares Ratio Prob.

Between Groups 2 .3961 .1981 .2895 .7492Within Groups 97 66.3539 .6841Total 99 66.7500

- - - - - O N E W A Y - - - - -

Variable Q1C Coca ColaBy Variable Q16BIS Age



Step 2 3RANGE 3.09 3.37

- No two groups are significantly different at the .050 level

97



Exhibit 3: The diffidence in rating words of mouth about Pepsi between age groups

Variable Q15A Pepsi

By Variable Q16 Bis Age




- - - - - O N E W A Y - - - - -




Step 2 3RANGE 3.09 3.37


G G Gr r r p p p

3 2 1Mean Q16 Bis

5.8182 Grp 35.9444 Grp 26.4839 Grp 1 * *

98



Exhibit 4: The diffidence in rating Coke’s price between age groups

Variable Q7C Coke's Price

By Variable Q17 Monthly income




- - - - - O N E W A Y - - - - -

Variable Q7C Coke's PriceBy Variable Q17 Monthly income



Step 2 3RANGE 3.09 3.37


G G Gr r r p p p

3 2 1Mean Q17

5.1935 Grp 35.7297 Grp 2 *5.8750 Grp 1 *

99

04 developing marketing strategy a case study of the international beverage company, in hochiminh...

Documents