marketing - pepsico

7/26/2019 Marketing - PepsiCo

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BANKING ACADEMY, HANOI BTEC HND IN BUSINESS (FINANCE)

ASSIGNMENT COVER SHEET

Phm Th Khnh Huyn - Julie

REGISTRATION NO. ITP F05-090UNIT TITLE Unit 4: Marketing PrinciplesASSIGNMENT TITLE Gatorade in VietnamASSIGNMENT NO 1 o !NAME OF ASSESSOR Ms" #oti $%eeSUBMISSION DEADLINE &o'em(er 19t% !01!

I) P%*m T%+ ,%n% ./n - 2/lie %ere( conirm t%at t%is assignment is m o3n 3ork and not copied orplagiaried rom an so/rce" I %a'e reerenced t%e so/rces rom 3%ic% inormation is o(tained ( me ort%is assignment"

_________________________________________________________

ignat/re #ate

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

FOR OFFICIAL USE (Course Administrator6ssignment 7ecei'ed 8: #ate:

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Julie F05A report on Gatorade in VietnamStudent ID: 090

Unit Outcomes

Out!omeE"iden!e #ort$e !riteria

Feed%a!&Assessor's

de!isionInterna

)eri#i!ation

Firstattempt

7e-3ork

Understand t$e

!on!e*tand

*ro!ess o#mar&etin+

LO,

plain t%e'ario/s

elements o t%emarketing

,.,

'al/ate t%e(eneits and

costs o amarketing

orientation or aselected

organisation

,.

Be a%e touse t$e

!on!e*ts

o#se+mentation

tar+etin+and

*ositionin+

LO

%o3 macro

and microen'ironmentalactors 3%ic%

inl/encemarketingdecisions

.,

Proposesegmentationcriteria to (e

/sed orprod/cts in

dierentmarkets

.

$%oose a

targetingstrateg or aselectedprod/ct ;ser'ice

./

#emonstrate%o3 (/er(e%a'io/r

aectsmarketingacti'ities in

dierent (/ingsit/ations

.0

Propose ne3positioning or a

selectedprod/ct;ser'ice

.1

Merit +rades a2arded M, M M3

Distin!tion +rades a2arded D, D D3

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Out!omeE"iden!e #ort$e !riteria

Feed%a!&Assessor's

de!isionInterna

)eri#i!ation

Firstattempt

7e-3ork

Assignment

( ) ell!stru"tured# $e%eren"e is done properl& ' is not done properl& 'sould e done (i% an&)

*+erall, &ou-+e passed ' re%erral...out"omes

Areas for improvement:

/o a"ie+e a pass, &ou must meet all te reuirements de%ined in te assessment "riteria1

/o a"ie+e a merit, &ou must identi%& and appl& strategies to %ind appropriate solutions andappropriate metods'te"niues as 2ell as to present and "ommuni"ate appropriate %indings1/o a"ie+e a distin"tion, &ou must use "riti"al re%le"tion to e+aluate o2n 2or3 and 4usti%&

+alid "on"lusions as 2ell as to ta3e responsiilit& %or managing and organiing a"ti+ities

ASSESSOR SIGNATURE DATE 3

,, 3 4,

NAME5Doti C$ee

(Ora #eed%a!& 2as aso *ro"ided

STUDENT SIGNATURE DATE 3 3

NAME 5""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""

FOR INTERNAL USE ONLY

V7IFI#


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6repared %or

7e"turer 8s1Doti ee

nit ;: 8ar3eting 6rin"iples


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>e"uti+e Summar&...............................................................................................6

Introdu"tion.........................................................................................................8

;1;: >planation o% +arious elements o% mar3eting pro"ess............................................

;1;a: >lements o% mar3eting pro"ess.....................................................................

;1;: Situation Anal&sis....................................................................................;1;": 8ar3eting Strateg&.................................................................................!"

;1;d: 8ar3eting 8i De"ision..........................................................................!!

;1;e: Implementation and "ontrol.......................................................................!!

;1H: >+aluation o% "osts and ene%its o% one mar3eting orientation %or a sele"ted organiation..!#

;1Ha: Identi%i"ation o% mar3eting orientation............................................................!#

;1H: >+aluation o% "osts and ene%its1...................................................................!#

H1;: >planation o% mi"ro and ma"ro en+ironmental %a"tors, 2i" in%luen"e mar3eting

de"isions1..........................................................................................................!4H1;1;: "onomi"al........................................................................................!6

H1;1": So"ial...............................................................................................!6

H1;1d: /e"nologi"al.....................................................................................!6

H1H: 6ropose segmentation "riteria to e used %or produ"ts in di%%erent mar3ets....................!%

H1H1;: 8ar3et Segmentation de%inition...................................................................!%

H1H1H: 6roposal o% one ase %or segmenting mar3ets...................................................!%

H1H1: +aluation o% mar3et attra"ti+eness...............................................................!

H1: oose a targeting strateg& %or a sele"ted produ"t ' ser+i"e.......................................#"

H11;: /arget mar3et and targeting strateg&..............................................................#"

H11H: Ad+antages o% "on"entrated mar3eting...........................................................#"

H11: >+aluation targeting strateg& ased on "riteria..................................................#"

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H1E: Demonstrate o2 u&er ea+iour a%%e"ts mar3eting a"ti+ities in di%%erent u&ing situations.......................................................................................................................##

H1E1;:


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important %or 6epsio to ma3e a uniue and spe"i%i" mar3eting strateg& to attra"t "ustomers1

/is report anal&es "ara"teristi"s o% Vietnam mar3et "omining 2it ad+antages o% Gatorade

to %ind out 2eter Vietnam is potential mar3et %or Gatorade1 /is report re"ommends tat

6epsio "ontinue to in+est to de+elop Gatorade in Vietnam

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Intro"uction

6epsio as een around %or man& &ears in Vietnam ut Gatorade as not1 ertainl&, laun"ing

Gatorade in ne2 mar3et li3e Vietnam 2ill "ause 6epsio man& prolems1 It "annot e denied

tat Vietnam is a potential mar3et 2it large population1 =o2e+er, Vietnamese "ustomers are

+er& %astidious aout pur"asing1

/e purpose o% tis report is to in+estigate and anal&e mar3eting pro"ess, as 2ell as propose

mar3et segmentation, strateg&, and positioning 2i" is suitale 2it "onsumer mar3et and

industrial mar3et in Vietnam1 /e s"ope o% tis report "onsists o%:

$esear" on +arious elements o% mar3eting pro"ess Anal&e "osts and ene%its o% mar3eting orientation S"an and anal&e internal and eternal en+ironmental %a"tors in Vietnam $esear" and propose te est mar3et segmentation and mar3eting strateg& $esear" on "onsumer and organiational u&ing ea+ior 6ropose ne2 positioning %or Gatorade

/is report is ased on in%ormation %rom oo3s, arti"les, 2esites and some %ormer resear"es

aout GatoradeDespite spe"i%i" in+estigation and anal&sis, tis report still as some limitation1 Firstl&, te

a"ademi" 3no2ledge aout mar3eting is limited, so tat anal&sis ma& not e "lose1 Se"ondl&,

Gatorade as een 4ust laun"ed in Vietnam, so tat in%ormation aout it is not mu"1

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1.1: Explanation of various elements of marketing process

#$#a: Elements of mar%etin& process

en setting up te usiness, a %irm as to identi%& "ustomers- needs and 2ants in

order to satis%& tem 2en it rings produ"ts to te mar3et1 It ma3es a pro"ess "alled

Lmar3eting pro"essM 2i" "onsists o% %our main stages:

Situation Anal&sis

8ar3eting Strateg&

8ar3eting 8i De"ision

Implementation and ontrol

#$#b: ituation Anal!sis

1.1b.1: Trends

/rends anal&sis "onsists o% anal&sis o% mar3et, "ustomers, and "ompetition1 Itelps "ompan& identi%& ea"tl& 2at "ustomers need and 2ant, so tat te

"ompan& 2ill 3no2 2at it need to produ"e to satis%& tem1

1.1b.2: Internal Environment

Internal anal&sis is te pro"ess o% e+aluating %a"tors, elements 2i" a%%e"t

dire"tl& te "ompan& and its usiness a"ti+ities su" as sta3eolders,

"ompetitors, s, et"1 It identi%ies "ompan&-s strengt and 2ea3nesses to

e+aluate o2 2ell te "ompan& "an deal 2it tem1

1.1b.3: External Environment

>ternal en+ironment "onsists o% te"nologi"al, e"onomi", politi"al, so"ial

%a"tors1 /e "ompan& needs to pa& attention to all tese %a"tors in order to

identi%& its opportunities and treats in te mar3et1 Identi%&ing opportunities

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and treats earl& 2ill elp %irm "at" te opportunities, a+oid or de%use te

treats 2en te& "ome1

#$#c: Mar%etin& trate&!

1.1c.1: Generic Strategies

Generi" strategies are strategies te "ompan& "arries out to "reate and maintain

one pro%itale position in mar3etpla"e1 /e& "onsist o% tree strategies:

ost leadersip: "ompan& produ"es produ"t 2it lo2 pri"e to "ontrol te

mar3et Di%%erentiate: "ompan& %o"uses on one target in order to "reate lo&al "ustomers

and a+oid "ompetition Fo"us'?i"eing: "ompan& %o"uses on pro+iding produ"t to parti"ular segments1

/e "ompan& as to "oose onl& one strateg& to a+oid eing stu"3 in te

middle1 =o2e+er, in order to understand its "ompetiti+e en+ironment, te

"ompan& needs to anal&e %i+e %or"es, in"luding argaining po2er o% suppliers,

argaining po2er o% "onsumers, treat o% entr&, "ompetition %rom sustitutes,

and "ompetition et2een %irms1

1.1c.2: Grot! Strategies

Gro2t strategies "onsist o% %our options, 2i" identi%& de+elopment target o%

te "ompan&:

8ar3et penetration: te "ompan& introdu"es eisting produ"t in eisting

mar3et 8ar3et de+elopment: te "ompan& introdu"es eisting produ"t in ne2 mar3et 6rodu"t de+elopment: te "ompan& introdu"es ne2 produ"t in eisting mar3et Di+ersi%i"ation: te "ompan& introdu"e ne2 produ"t in ne2 mar3et1

#$#": Mar%etin& Mix Decision

/e %our main elements o% mar3eting mi are produ"t, pla"e, pri"e and promotion1 It

pro+ides a "onstru"tion to distriute %inan"ial resour"es and 2or3%or"e to use

e%%e"ti+el&, so tat "ompan& "an a"ie+e goals it set up

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#$#e: Implementation an" control

A%ter ma3ing mar3eting strateg&, te "ompan& needs to implement it in order to

in"rease te e%%e"ti+eness o% tat strateg&1


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#$': Evaluation of costs an" benefits of one mar%etin& orientation for a selecte"

or&ani(ation

1.2a: Identification of marketing orientation

6rodu"tion "on"ept: "ustomers 2ill appre"iate produ"ts 2i" are mar3eted 2idel&

2it reasonale pri"e1 8anu%a"turers 2o %ollo2 tis "on"ept a+e to %o"us on

impro+ing produ"ti+it& and epanding produ"tion s"ale1 6rodu"t "on"ept: "ustomer 2ill appre"iate produ"ts at te igest ualit& and ne2est

%eatures1 8anu%a"turers 2o %ollo2 tis "on"ept a+e to %o"us on produ"ing and

impro+ing produ"ts o% ig ualit& Selling "on"ept: "ustomers 2ill not pur"ase produ"ts 2it a large numer i%

"ompan& does not ta3e an& a"tion1 /ere%ore, manu%a"turers a+e to %o"us on sellingand promoting1

8ar3eting "on"ept: "ompan& attra"t "ustomers onl& 2en it is a2are o% 2at

"ustomers need and 2ant So"ietal 8ar3eting "on"ept: %irm does not onl& pro+ide "ustomers satis%a"tion, ut

also maintain or impro+e uman 2el%are1

1.2b: Evaluation of costs and benefits.

6epsio is no2 operating in mar3eting "on"ept %or te rand Gatorade in Viet ?am1>a" &ear, 6epsio spent nearl& illion dollar %or mar3eting a"ti+ities (6epsio,

H0;H)1 6epsio ma3es de"ision a%ter determining "ustomers- needs and 2ants1 /at

is 2& all o% produ"t "an meet real "ustomer needs (S"enario, H0;H)1

8ar3eting

on"ept

osts


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"ost e%%e"ti+el&! Impro+e

prote"tion

le+el o%

produ"t6ri"e 6oli"& 6er"entage o% pro%it

paid %or distriutors

and retailers

! In"rease

mar3et

"o+erage! Distriute

more

intensi+el& to

support

"ustomers


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'$#: Explanation of micro an" macro environmental factors) *+ic+ influence mar%etin&

"ecisions$

2.1.1: "rief introduction of micro and macro marketing environment

8i"roen+ironment: "onsists o% internal elements, 2i" dire"tl& a%%e"t all a"ti+ities o%

a %irm-s usiness, in"luding sta3eolders, "ompetition, S and 6orter-s Fi+e For"es1

8a"ro en+ironment: "onsists o% mu" larger elements eternal to a %irm, in"luding

politi"al, e"onomi"al, so"ial and te"nologi"al %a"tors1

2.1.2: #icro environmental factors

'$#$'a: ta%e+ol"ers

>mplo&ees: Viet ?am-s total laor %or"e is o+er EE million people1 /is

aundant and inepensi+e 2or3%or"e elps produ"tion de"ision sa+e

emplo&ment "ost and epand mar3eting a"ti+ities (?ation8aster, H0;0) onsumers: Vietnamese personal in"ome per &ear is %rom O00 to O;500 %or

2or3ers, O;K00 to OEH00 %or o%%i"e 2or3ers (V?*, H0;H)1 it lo2 li+ing

standard li3e tis, Vietnamese people pre%er produ"ts 2it "eap pri"e1 It

a%%e"ts pri"e setting o% %irm1 Go+ernment: orporate in"ome ta in H0;; redu"ed %rom HKP to H5P ut

still ig (V?*, H0;H)1 /a a%%e"t dire"tl& on pri"e de"ision1 =ig ta leads

to ig input "ost so tat produ"t pri"e 2ill e ig1 ustomers 2ill u& less

produ"t 2i" ma3es usiness sales %all

'$#$'b: ,

S3ills: 6epsio no2 as more tan ;H00 Vietnamese emplo&ees led & %ull!

eperien"ed leadersip1 It elps transmit in%ormation e%%e"ti+el& and "learl&,

impro+e produ"ti+it& (6epsio, H0;;) Strateg&: 6epsio-s strateg& is %o"using on en+ironmental sustainailit& and

ene%iting to so"iet& (6epsio, H0;H)1 /o do tat, all a"ti+ities, in"luding

mar3eting de"isions a+e to e related to en+ironmental sustainailit&

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'$#$'c: -ompetition:

/e iggest "ompetitor o% 6epsio-s Gatorade is o"a ola-s 6o2erAde1

ompetition a%%e"ts dire"tl& produ"t pri"e1 ompan& o%ten "anges pri"e

strateg& to "apture attention o% "ustomer 2en "ompetitor sets pri"e lo2er

tan it does1 It leads to a de"rease in usiness pro%it1

'$#$'": Porter.s /ive /orces


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2.1.3: #acro environment factor

'$#$0a: Political

Interest rate: impa"ts on pri"e de"ision1 $e"entl&, an3s "ut ot lending and

deposit rates to ;5P instead o% H5P and deplo& some pre%erential "reditpa"3ages %or %irms (Vietnam?e2s, H0;H)1 7o2er interest rate 2ill de"rease

interest pa&ale, enales "ustomers to pur"ase more 2i" elps in"rease

usiness pro%it1

'$#$0b: Economical

nemplo&ment rate: Vietnam-s unemplo&ment rate is H1H9P, 010P

in"rease "ompared to H1HHP in H0;; (/an?ien?e2s, H0;H)1 It a%%e"ts

dire"tl& in pri"e de"ision1 An in"rease in unemplo&ment rate "auses

"ustomers to redu"e ependiture so tat it 2ill de"rease usiness sales1 In%lation: Vietnam-s in%lation rate is 19P o+er te %irst al% o% H0;H

"ompared to ;K1;P in H0;; (


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*pportunities /reats In"rease population 7o2er "orporate taes 7o2er in%lation 7o2er interest rate ?e2 distriution "annel

anging so"ial trends anging population age In"rease unemplo&ment

'$': Propose se&mentation criteria to be use" for pro"ucts in "ifferent mar%ets

2.2.1: #arket Segmentation definition

8ar3et Segmentation is Lte sudi+iding o% a mar3et into distin"t susets o%

"ustomers, 2ere an& suset ma& "on"ei+al& e sele"ted as a target mar3et to e

rea"ed 2it a distin"t mar3eting miM (


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H0;;)1 /is enales 6epsio

to ring Gatorade to

"ustomers troug /V and

te Internet1 Distriution: troug s&stem

o% supermar3ets, gro"eries,

stores, et" lo"ating in tese

t2o territories1

meet resellers and sign

"ontra"ts Distriution: 6epsio

onl& needs to deli+er

Gatorade to ig resellers

li3e 8etro,


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logo posted on it su" as

umrellas, "lots, ats1Sustantialit& 6opulation o% =a ?oi and =o i

8in "it& is around ;1 million

(Vietnamonline, H0;;)1


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/is resear" 2ill %o"us on "on"entrated mar3eting1 6epsio 2ill "on"entrate on

produ"ing Gatorade %or ig "ities, in"luding =a ?oi and =o i 8in it&1 /is

segments in"ludes people 2o pla& sports regularl&1

2.3.2: (dvantages of concentrated marketing

on"entrated mar3eting enales 6epsio meets "ustomers- needs and 2ants

spe"i%i"all& in one segment1 sing "on"entrated mar3eting, 6epsio-s resour"es 2ill %o"us on one segment and

2ill not e 2asted1 =elp ompan& sa+e ad+ertisement "ost1

2.3.3: Evaluation targeting strateg' based on criteria

riteria onsumer 8ar3et Industrial 8ar3et

ompan&

resour"es

6epsio no2 as around ;H,000

Vietnamese emplo&ees 2it pro%it

o% o+er O;00 million in H0;; (6epsi

Vietnam, H0;;)1 it large numer

o% emplo&ees and ig turno+er,

6epsio as enoug resour"es to

meet all te needs o% "ustomers

6epsio as H ig %a"tories in

Soutern and ?ortern, 2i"

are "lose to =a ?oi and =o i

8in "it&1 /is elps distriute

Gatorade to resellers more easil&

and sa+e te deli+er& "ost1

Degree o%

produ"t

+ariailit&

Ver& ig e"ause "ustomers are

mu" sensiti+e 2it produ"t

"anges, and al2a&s 2ant to tr&

ne2 tings1

Quite lo2 e"ause resellers "are

mu" aout 2i" 3ind o%

produ"t rings te igest pro%it

%or tem

6rodu"t-s

Gatorade-s li%e!"&"le stage in

Vietnam no2 is introdu"tion stage1

6rodu"t: o%%er asi" produ"t

to limit te +ariation o%

Gatorade in order not to

"on%use te "ustomers1 6ri"e: usuall& ig to elp

"ompan& re"o+er

de+elopment "osts1 6la"e: %o"us on suppl&ing

/o resellers, Gatorade is in

gro2t stage1

6rodu"t: o%%er ne2

%eatures, ser+i"e or

2arrant& so tat resellers

"an eas& to return

Gatorade ottles 2i"

are out o% date or spoiled 6ri"e: maintain pri"ing 6la"e: in"rease te

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li%e!"&"le

stage

middlemen li3e resellers

2it Gatorade to ensure

"ustomers 2ill e eas& to

get it1 6romotion: uild

"ustomer-s a2areness aout

Gatorade troug

ad+ertising its %eatures,

uses, ene%its, et"

numer o% resellers 6romotion: 6epsio "an

attra"t more resellers

troug olding %airs o%

"onsumer produ"ts to

meet tem1

8ar3et

+ariailit&


22/30


and sellers et2een organiational u&ers and

sellers7ess rational 8ore rationalonsumer u&ing'selling is less ris3& *rganiational u&ing'selling is more

ris3&

(Source: arifsari.net)

2.%.3: )ifferent t'pes of bu'ing situations in bu'ing process

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onsumer


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Julie F05A 6epsioStudent ID: 090

2.%.%: )ifferent t'pes of bu'ing situation in bu'ing process

'$2$2a: -ustomer bu!in& process

/ere are tree t&pes o% u&ing situation in "ustomer u&ing pro"ess,

in"luding low involvement purchases, high involvement, and limited problem

solving. /is report 2ill %o"us on t2o di%%erent t&pes o% situation, in"luding

ig in+ol+ement and lo2 in+ol+ement, and teir e%%e"t on mar3eting

a"ti+ities

=ig in+ol+ement: ustomers reuire a lot o% in%ormation aout Gatorade, so

tat 6epsio as to %o"us on pro+iding tem in%ormation1 /o do tat, 6epsio

"an do mar3eting a"ti+ities li3e pulis "atalogues, or ro"ures, so tat

"ustomers 2ill a+e enoug in%ormation aout Gatorade1 7o2 in+ol+ement: ustomers do not need mu" in%ormation1 Instead o%

pulising ro"ures, 6epsio needs to %o"us on uilding "ustomer-s

a2areness o% need1 It "an "on"entrate on produ"t ad+ertising a"ti+ities to

attra"t people to u& Gatorade1

'$2$2b: Or&ani(ational bu!in& process

/ere are tree t&pes o% situation in organiational u&ing pro"ess, in"luding

straight rebuy, modified rebuy, new task. /is report 2ill %o"us on t2o

di%%erent t&pes o% situation, in"luding straigt reu& and modi%ied reu&, and

teir e%%e"t on mar3eting a"ti+ities

Straigt reu&: organiation onl& needs t2o stages, in"luding e+aluation o%

produ"t relati+e to spe"i%i"ation, and e+aluation te produ"t and supplier per%orman"e1 It

is important %or 6epsio to "ondu"t mar3eting a"ti+ities to ma3e resellers order Gatorade

%reuentl&1 It "an %o"us on ad+ertising and 3eep its good image 2it resellers &

deli+ering tem on time 2it ig ualit& produ"ts, as 2ell as o%%er tem some ser+i"e ordis"ount1

8odi%ied reu&:


25/30


2.%.&: -actors affecting marketing activities

'$2$3a: -onsumer bu!in& be+aviour

$e%eren"e groups: a%%e"ts "ustomer-s e+aluation o% alternati+es and pur"ase

de"ision1 *pinions o% tese groups are al2a&s appre"iated e"ause te& a+e

more eperien"e aout it1 /ere%ore, 6epsio need to ensure tat te

ad+ertisement mat"es Gatorade-s real ualit&1 I% Gatorade does not a+e ig

ualit& or ene%its li3e in ad+ertisement, "ustomers 2ill lose teir trust in it1 8oti+e: It a%%e"ts "ustomer-s need re"ognition1 6epsio need to do produ"t

ad+ertisement to attra"t "ustomer1 en "ustomers %eel tirst&, te "ompan&

so2 tem ad+ertisement in 2i" tere are people drin3ing Gatorade to

redu"e tirst1 /is 2ill gi+e "ustomers desire o% u&ing Gatorade1 6er"eption: a%%e"ts dire"tl& stage o% post pur"ase ea+iour in %orm o%

"ustomer-s epe"tation1 I% Gatorade-s "ara"teristi"s meet is epe"tation,

e 2ill e satis%ied, and "ontinue to u& Gatorade1 8ar3eters "an a+e some

a"ti+ities to minimie te numer o% "ustomers 2o are not satis%ied1 /e&

"an ma3e instru"tion do"uments, 2i" are eas& to understand, or pulis

magaines o% te "ompan& to promote teir latest produ"ts1

'$2$3b: Or&ani(ational bu!in& be+aviour

ompetiti+e de+elopment: /e appearan"e o% man& domesti" e+erage "ompanies

ma3es 6epsio a+e to %o"us more on mar3eting a"ti+ities to maintain eisting resellers,

and attra"t ne2 ones1 It "an pro+ide tem etra items on 2i" Gatorade logo is posted

su" as umrellas, "airs, tales, et"1

'$3: Propose ne* positionin& for a selecte" pro"uct1service

2.&.1: $ositioning and repositioning

6ositioning is Lte a"t o% designing te "ompan&-s o%%er and image so tat it o%%ers a

distin"t and +alued pla"e in te target "ustomer-s mindM (


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'uli a*o+,

ao+ae

/um0e+ 1ne

2o3 +i5e High +i5e

e 7 ull

e +agon

9amu+ai

:oi;

2imie a*o+,


2.&.2: $ositioning strateg'

/is report %o"us on proposing one ne2 positioning strateg&, 2i" is L6a& more %or

more +alue propositionM strateg&1 /is strateg& mentions t2o dimensions, in"luding

pri"e and %la+or1

2.&.2: $erpetual mapping

2.&.3: Gaps in market

Almost e+erage "ompanies stand in uarter o% lo2 pri"e and limited %la+ors1 /ere

is no "ompan& in uarter o% ig pri"e and limited %la+ors e"ause tere are no

"ustomers 2o spend a lot o% mone& u&ing produ"ts 2it limited "oi"e in %la+ors1

*nl& one "ompan& stands in uarter o% lo2 pri"e and multi!%la+or1 It is ard %or

"ompanies to "oose tis uarter e"ause %inding man& %la+ors "osts a lot o% mone&,

ut produ"t is at lo2 pri"e, so tat te pro%it 2ill e +er& small1 /at pro%it is not

enoug %or resear" and de+eloping %la+ors1 /is report 2ill propose ne2

positioning %or Gatorade, 2i" is ig pri"e and multi!%la+or1 /is uarter is

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"ompletel& empt&, and Gatorade 2ill a+e no "ompetitor in tis se"tor1 8oreo+er,

tis se"tor is mu" more pro%itale tan oters1

2.&.%: Evaluation of criteria

Important: /e most t2o popular produ"t lines 6epsio o%%ers its "ustomers are

Gatorade G and GH 2it ; di%%erent %la+ors (6epsio, H0;;)1 Despite a+ing

di%%erent %la+ors, 6epsio ensures tat all 3inds o% Gatorade to a+e te same ualit&

and ene%its su" as re&dration le+el, amount o% +itamins and sodium, et"1 Superior: Gatorade as +itamin and sodium "ontent 2i" is mu" iger tan oter

sport drin31 /at elps "ustomers re&drate %aster and etter1 /is demonstrates tat

Gatorade is superior to oter rands in pro+iding +itamins and sodium1 Distin"ti+e: Gatorade as a di+ersit& o% %la+ors, not onl& normal %ruit %la+or ut also

ne2 re%resing ones su" as Frost Gla"ier Freee, Frost as"adade ras, et"

(6epsio, H0;;)1 6re!empti+e: Gatorade is numer one sport drin3 aout %la+or di+ersit&1 It as so

ot %ruit %la+ors and non!%ruit %la+ors1 /is ma3es it ard %or oter "ompan& to "op&

e"ause Gatorade uses natural %la+ors, 2i" ta3e a lot o% resear" and time to

de+elop1 A%%ordale: Despite standing out %rom same produ"t %rom "ompetitors, te pri"e o%

Gatorade is reasonale 2it man& people e"ause te& o%ten tin3 ig pri"e goes

2it ig ualit&1 6ro%itale: 7arge &oung population leads to a large numer o% people pla&ing sport

regularl&1 /is enales 6epsio to ma3e pro%it %rom selling Gatorade1

2.&.&: sing %$s to influence ne positioning

6ri"e: 6ri"e sould maintain or in"rease a little it1 /is 2ill stailie "ustomer-s

mind e"ause de"reasing pri"e ma3es tem tin3 tat Gatorade-s ualit& is no longer

ig 2i" ma& "ause a de"rease in numer o% "ustomer u&ing Gatorade1 6la"e: Selling Gatorade at pla"e 2ere tere are man& people pla&ing sport su" as

sport "enter, sport "lus to attra"t tem1 /is 2ill in"rease "onta"t le+el et2een

Gatorade and "ustomers1 6romotion: sing /V or Internet ad+ertisements to promote te di+ersit& o% %la+ors1

Gatorade 2it a lot o% %la+or 2ill e so2n at te end o% ad+ertising +ideo to

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introdu"e "ustomer %la+ors Gatorade as1 /is 2ill ma3e "ustomers "urious aout

Gatorade-s %la+ors1 6rodu"t: 6rodu"ing Gatorade 2it %la+ors Vietnamese pre%er and introdu"e ne2 ones

%or tem to tr&1 /is ensures Gatorade to e appre"iated and di+ersi%& Vietnamese-s

taste1

-onclusion

/is report as identi%ied and anal&ed +arious elements o% mar3eting pro"ess, as 2ell as

proposed mar3et segmentation, strateg& and positioning %or Gatorade in Vietnam1 I elie+e tat

a%ter in+estigation, Gatorade "an "ompete 2it oter sport drin3s %rom man& "ompanies and

de+elop in Vietnam1 /is report 2ill e etter net time e"ause o% la"3 o% in%ormation and

sour"es aout Gatorade in Vietnam1

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References

Business Times(H0;H), Ht June, R*nline, A+ailale: ttp:''usinesstimes1"om1+n'in%lation!

rate!de"reases!ut!2orries!a+e!not!een!eased' R;t *"toer H0;H1

arket Segmentation Study !uide, R*nline, A+ailale:

ttp:''2221segmentationstud&guide1"om'understanding!repositioning'repositioning'R;E

?o+emer H0;H1

"ation aster(H0;H), R*nline, A+ailale: ttp:''2221nationmaster1"om'"ountr&'+m!+ietnam'la!laorR;t *"toer H0;H1

#epsi$o(H0;H), R*nline, A+ailale:pepsi"o1"omRH0;H1

Thanh "ien "ews(H0;H), ;st Jul&, R*nline, A+ailale:

ttp:''2221tannienne2s1"om'inde'pages'H0;H00;!+ietnam!4oless!rate!in"reases!to!

H1H9p"t1aspR;t *"toer H0;H1

Velo, S1 (H0;;)%ive Strong, HKt 8ar", R*nline, A+ailale:

ttp:''2221li+estrong1"om'arti"le';9K!po2erade!+s!gatorade'R;Kt *"toer H0;H1&iet "am "ews(H0;H), Kt *"toer, R*nline, A+ailale:

ttp:''+ietnamne2s1+nagen"&1"om1+n'>"onom&'H;09E'an3s!urged!to!elp!%irms1tml

R;t *"toer H0;H1

&"'(H0;H), R*nline, A+ailale: ttp:''2221+ietnamonline1"om'a're"ruiting!laour1tmlR;t

*"toer H0;H1

Page 2of 30
http://businesstimes.com.vn/inflation-rate-decreases-but-worries-have-not-been-eased/http://businesstimes.com.vn/inflation-rate-decreases-but-worries-have-not-been-eased/http://www.segmentationstudyguide.com/understanding-repositioning/repositioning/http://www.nationmaster.com/country/vm-vietnam/lab-laborhttp://www.nationmaster.com/country/vm-vietnam/lab-laborhttp://www.nationmaster.com/country/vm-vietnam/lab-laborhttp://var/www/apps/conversion/tmp/scratch_3/pepsico.comhttp://www.thanhniennews.com/index/pages/20120701-vietnam-jobless-rate-increases-to-2.29pct.aspxhttp://www.thanhniennews.com/index/pages/20120701-vietnam-jobless-rate-increases-to-2.29pct.aspxhttp://www.livestrong.com/article/176398-powerade-vs-gatorade/http://vietnamnews.vnagency.com.vn/Economy/231094/banks-urged-to-help-firms.htmlhttp://vietnamnews.vnagency.com.vn/Economy/231094/banks-urged-to-help-firms.htmlhttp://www.vietnamonline.com/az/recruiting-labour.htmlhttp://www.vietnamonline.com/az/recruiting-labour.htmlhttp://businesstimes.com.vn/inflation-rate-decreases-but-worries-have-not-been-eased/http://businesstimes.com.vn/inflation-rate-decreases-but-worries-have-not-been-eased/http://www.segmentationstudyguide.com/understanding-repositioning/repositioning/http://www.nationmaster.com/country/vm-vietnam/lab-laborhttp://www.nationmaster.com/country/vm-vietnam/lab-laborhttp://var/www/apps/conversion/tmp/scratch_3/pepsico.comhttp://www.thanhniennews.com/index/pages/20120701-vietnam-jobless-rate-increases-to-2.29pct.aspxhttp://www.thanhniennews.com/index/pages/20120701-vietnam-jobless-rate-increases-to-2.29pct.aspxhttp://www.livestrong.com/article/176398-powerade-vs-gatorade/http://vietnamnews.vnagency.com.vn/Economy/231094/banks-urged-to-help-firms.htmlhttp://www.vietnamonline.com/az/recruiting-labour.html


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&"'(H0;H), R*nline, A+ailale: ttp:''2221+ietnamonline1"om'a'"orporate!in"ome!ta1tml

R;t *"toer H0;H1

&"'(H0;H), R*nline, A+ailale: ttp:''2221+ietnamonline1"om'a'o!"i!min!"it&!

population1tmlR;Kt *"toer H0;H1
http://www.vietnamonline.com/az/corporate-income-tax.htmlhttp://www.vietnamonline.com/az/ho-chi-minh-city-population.htmlhttp://www.vietnamonline.com/az/ho-chi-minh-city-population.htmlhttp://www.vietnamonline.com/az/corporate-income-tax.htmlhttp://www.vietnamonline.com/az/ho-chi-minh-city-population.htmlhttp://www.vietnamonline.com/az/ho-chi-minh-city-population.html

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