INTRODUCTION

Company backgroundPepsiCo is an American multinational food and

beverage corporation and is the top brand with many

of the world's most important and valuable

trademarks. The American brand was established in

1965 with the merger of Pepsi-Cola and Frito-Lay.

Pepsi-Cola is the second largest soft drink business

in the world with a 21 percent share of the carbonated

soft drink market worldwide. On the other hand, the

Frito-Lay Company is by far the world leader in salty

snacks, holding a 40 percent market share. PepsiCo's

products are sold in more than 200 countries and

territories around the world.

SITUATION ANALYSIS

The marketing audit is known as a basic part in the

marketing planning process. It includes internal and

external influences and is implemented not at the

beginning of the process, but also at the times of the

implementation of the plan. Based on that, the firm can

assess their strengths, weaknesses, opportunities and

threats. According to Business Marketing Association

(BMA), to gather data for the implementation of marketing

audit, the enterprise should focus on some important

steps, namely describe marketing goals and objectives.

Mission and Vision are the critical elements and the

standard of organizational strategy of a company. Most of

companies, especially big ones, develop mission

statements and vision statements to establish company

objectives and goals. PepsiCo is not an exception.

Besides that, PepsiCo also needs to

describe current customers to know which

age group and occupation consume Poca

snack the most. From that they will focus

more on them. Then describe products or

services are equally important. This is

because company will point the features of

products to create the differentiation from

competitors, benefits that products bring to

consumers and distribution method. Finally,

PepsiCo should identify their competitors in

snacking industry to know which rivalries

they are facing to. From that, making

appropriate strategies in battle for market. All

of these will be analyzed in detailed below.

PESTLE analysis

Political

Politic is a key factor decided the stable

growth and sustainability of the company. With

the globalization, most of countries open up its

economy. Vietnam has participated in some

organizations, which support companies to

develop their business. Further research on

Politics (Vietnamplus, 2015) has shown that

Vietnam is preparing join in AEC at the end of

2015 and completing the TPP, which bring

benefits for Vietnam's economy in general and

PepsiCo in particular. To be more detailed,

tariffs between countries in area will be

reduced gradually to 0%. That will create

opportunity for multinational company like

PepsiCo in importing raw material. Besides

the opportunity for import, export also brings

benefit for the firm. PepsiCo stands before

great opportunity to expand their business and

market to Vietnam's neighbors.

Vision: “Achieving business and financial success while leaving a positive imprint on society –

delivering Performance with Purpose, which means providing a wide range of foods and

beverages from treats to healthy eats; finding innovative ways to minimize our impact on the

environment and reduce our operating costs.”

Mission: “Providing consumers around the world with delicious, affordable, convenient and

complementary foods and beverages from wholesome breakfasts to healthy and fun daytime

snacks and beverages to evening treats."

The relationship between the US and

Vietnam has become increasingly

cooperative and broad-based since political

normalization. In 2015 marking the 20th

anniversary of diplomatic relations between

these countries (Usembassy). That will

create the opportunities for US's enterprises

to develop business more stable in

Vietnam. The evidence is, in 2010, PepsiCo

announced a further investment of $

250million in Vietnam. Two years later,

PepsiCo acquired San Miguel Dong Nai

plant and officially inaugurated the plant

with the largest PepsiCo Southeast Asia in

Bac Ninh province, with an investment of 70

million USD (Dautunuocngoai, 2015).

PepsiCo Vietnam1992 – Built and inaugurated Hoc Mon Plant.

1994 – Joined the Vietnamese market with two first brands: Pepsi and 7UP.

2003 – Renamed PepsiCo Beverages International - Vietnam and launched Sting, Twister, Lipton Ice Tea, Aquafina.

2004 – Acquired Dien Ban plant, and expanded its business in Quang Nam.

2005 – Officially became one of the biggest beverage companies in Vietnam

2006 – Expanded business into food. Snack Poca was introduced and got the interest from consumers and youth.

2007 – Developed soya milk industry.

2010 – Invested USD250 million into the Vietnamese market for the next 3 years.

21

2

Economic

The world economy in 2014 has been recovered and

ADB assesses the growth prospects of the developing

countries in Asia remained stable and this region will

continue to be the place where has fastest pace of

growth. More recently the Bloomberg (20015) has

shown that Vietnam's economy has advantages to

become the Asia's next tiger economy by a young

workforce, which is cheaper labor costs than China

and impressive growth. What's more, the economy of

Vietnam is continuously emerging in Asia because of

the money pouring into Southeast Asian economy

from big companies, namely Samsung and Intel.

The impact of the economic environment on consumer

demand for the product is huge. GPD per capital will

be the good example to support for this argument.

During 10 years, it witnessed the Vietnamese GPD per

capital has a positive change, increasing from

USD606.9 in 2004 to USD1,910.5 in 2014

(Worldbank, n.d). It has a huge impact not only for the

national economy, but also purchasing power. As the

national economy develops, the standard of living is

enhanced. The demand for products and services will

be high; that is a motivation for PepsiCo to develop

because the firm has market shares and good position

in Vietnam market.

Social culture

In developed economy, people tend to

save time for housework, and cooking;

therefore; this is a chance to develop the

fast and convenient food, including

snacking industry. Some people are going

to choose snack when hungry instead of

cooking or eating out. Moreover, in

Vietnam market, in special occasion,

namely Tet Holiday or parties, people

usually use snack when chatting to each

other.

Similarly to the technological change,

social-cultural changes also bring

opportunities and threats for companies,

including PepsiCo. One of the most

common changes nowadays is the trend

of health consciousness. Unlike to the

past, people would like to consume

healthy food now instead of eating food

rich in cholesterol, which can be found in

snack. That will be the biggest threat for

PepsiCo to persuade consumers and

develop this industry.

Technological

Technology becomes key factor in the

deciding the success of any company,

especially in manufacturing. With the help of

technology, company can replace human

power by machine to increase the productivity

and control strictly in business operation. The

biggest advantage that technology brings to is

maintaining the quality of product, which is

decided by emotion in case of using human

power.

PepsiCo has understood that important and

implemented into their business by investing

USD 30million in producing premium snack.

With the close process in the stage of seed,

planting and processing; PepsiCo can produce

a high quality of snack by the technology

transferred from the global PepsiCo.

Moreover, to meet the quality standards and

eliminate the worries of consumers about the

quality and safety of snack, PepsiCo Vietnam

has adopted the modern production lines and

meets the international standards. With the

management system ISO 22000, the PepsiCo's

products will ensure to meet the regulations

from Ministry of Public Health.

3

the enterprise has to know, understand and comply regulations in Vietnam's law, such as

competition, civil law or commercial law.

The government always supports both domestic and international companies in Vietnam through

supportive policies about taxation, interest rate and so on. When PepsiCo entered to Vietnam market,

Complying the law and regulation is mandatory for any company. PepsiCo is not an exception. To the

food and beverage company, food safety is the first requirement that PepsiCo has to comply

otherwise, they government will penalize, suspend even prohibit business.

Legal

Environmental

Environmental factor; nowadays, is becoming persistent problem and is the top concern. Each

country has regulations to protect the environment. Not complying environmental regurlations will

receive punisments from the government. Vedan is an example that PepsiCo should take it as a

lesson. Vedan did not have waste treatment system; therefore, it caused pollution to the Thi Vai river.

MONRE has fined Vedan VND127 billion and forced to pay compensation to the farmers affected by

the water (Thesaigontimes, 2008).

PepsiCo Vietnam joined in the environmental protection at the recycling festival with the aim is

sustainable development and green growth. The American brand would like to continue to promote

cultural values contributed to the community. On the other hand, they also want their employees to

enhance consciously and responsibility to protect the environment (Vccinews, 2014).

SWOT analysis

Strengths

As a world leader in food and beverage industry,

the brand name plays an important role in

persuading behavior buying. Interbrand (2015)

indicates that PepsiCo was ranked at the 24th in the

Best Global Brands in 2014. People; nowadays,

consider carefully where the product was made

before purchasing products, especially food.

Generally, the well-known brands will bring the

safety and stillness for consumers as using.

Sponsorship is a good advertisement to customers.

Understanding and implementing well, PepsiCo

has sponsored for global music concerts and sports

events, namely FIFA World Cup. More recently,

Pepsi has ousted Coca Cola to be the official

beverage partner of the NBA (Forbes, 2015).

Building brand excellent is an expectation of every company; however, not many of them can do it

well like the way PepsiCo did. A global celebrity has many fans around the world; therefore, as using

them as brand ambassadors will create the great opportunities to bring customers closer to the

enterprise. Music and football are known as the fields having fans the most. PepsiCo has cooperated

with some celebrities in those fields, namely well known singers Britney Spears and Beyoncé and

super star football players, such as Messi and Beckham.

4

Weaknesses

Recently research on Health (The Guardian,

2012) has shown that PepsiCo recalled

Tropicana Kids orange juice cartons, which was

found to contain contaminated water. This

incident impacts much on the image of

company. Once the problem is uncovered, with

the development of social network. It will be

widely spread to the consumers around the

world. That damages the image of PepsiCo and

reduces consumer confidence in PepsiCo

products.

One of the biggest weaknesses is although

having a variety of products; PepsiCo only put

their name on few of them. That is the reason

why customer awareness about Pepsi is far

behind Coca Cola and their competitors in

snacking industry, such as Orion.

Vietnam population pyramid (Indexmundi, 2014)

Opportunities

Vietnam has a young population structure.

The number of people aged under 30

accounted for a large proportion of the

population. This can directly affect to the

planning for development in snacking

industry, because the target customer

belongs this age group. The bigger this age

group is, the more chance for PepsiCo to

increase market share.

5

According to Social Walk (2015), global consumers spent $374 million on snack food annually

between 2013 and 2014, a y-o-y increase 2%. This figure shows there has a growing beverages and

snacks consumption, especially in emerging market, such as Vietnam. By this statistic, PepsiCo is

able to increase the production to meet the consumer's demand on snack food.

With the development of high technologies, it offers many advantages for companies in producing,

and packing. If the quality of products is based on the emotion when using human power, the

technology will help the entity to maintain the quality of each single item. Additionally, instead of

hiring more employees to increase the production level, using high technology helps PepsiCo to

reduce the costs and increase the productivity.

(Continued)

Threats

The biggest threat that PepsiCo worry about is competitors. It is certain that PepsiCo is not alone in

snacking industry in Vietnam. There are many food and beverage companies in Vietnam such as

Liwayway, Orion, Kinh Do, Hai Ha, Bibica and so on. Having lots of companies participating in

snacking industry will make the power of buyer may be high when they can choose another

products from another brand if they consider this product is expensive and the taste is not really

good.

To a snacking company, the change in consumer taste is the persistent problem. The standard of

living is enhanced, consumers around the world are taking care of their health carefully and become

more health conscious. They are going to reduce spending for consumption of carbonated drinks

and snack, which are not good for their health in case of using much. This can be the threat for

PepsiCo because they may lose lots of profit from that if they do not have a strategy to produce

healthy snack.

Failure to comply with the legislation and policies will be subject to penalties from the government

and even the customer turned away. In 2014, PepsiCo Vietnam was fined about VND 7.4million due

to misstated imported goods served the production and business of the enterprise, misapplication of

tax value added (Baodautu, 2013). This made the profile of the American brand was not clean to

have the priority for items during import and export. In addition, it created a bad image in customer;

from that, those may choose to use from PepsiCo's competitors.

Competitor analysisAs a world leader in convenient foods and

beverages, PepsiCo has to face to many

competitors around the world in general and in

Vietnam market in specific to maintain its

position. There were many approximately 70-

snack manufacturers, included domestic and

international with nearly 160 brands. However,

after experiencing numerous extreme

refinements; there are some main competitors.

Three biggest domestic snack manufacturers,

Kinh Do, Bibica and Hai Ha still have a strong

position as occupying 42%, compared to the

international and the rest of domestic

manufacturers. There were only 20% came from

import. Interestingly, the three most popular

snack brand comes from international company,

namely Oishi of Liwayway (Philippines); Poca of

PepsiCo (USA) and O'star of Orion (Korea) have

accounted for almost 25% of the market.

The market share of confectionery industry in 2012 (Vietstock, 2013)

For the domestic competitors, the biggest

rivalry of PepsiCo in snacking industry is

Kinh Do, which has a widen distribution

network throughout the country with 300

distributors and 200,000 retail outlets (IMAS

Communication, n.d). Not only that, the

difficulty that PepsiCo faces to is the

favorable campaign "The Vietnamese used

the Vietnamese goods", which have a

significantly impact on consumer

Vietnamese users. To develop and gain

more market shares, PepsiCo should have a

right strategies, which towards health criteria

to ensure the safety for consumers.

Current Marketing

Recent research on Vietnam loses

appetite for domestic sweets

(Thanhniennews, 2014) has shown

that BMI reported that Vietnam's

snack market generated a revenue of

VND24.6 trillion ($1.15 billion) last

year that included nearly 10 percent

profit. This organization pointed out

Vietnam is potential market, the

increase in this industry increased by

7.9% in 2014, above the Southeast

Asian average of 3% and the global

average of 1.5%. Therefore, PepsiCo

is planning for a new step in an

attempt to the battle for the market by

developing the brand Poca.

Product

To create the freshness for consumers, PepsiCo

has developed their products by new packing,

design with new flavors. By doing that, PepsiCo

can serve more types of consumers because

individual has a different favorite flavor. In order

not to fed consumers up with one flavor,

PepsiCo satisfies them by introducing Poca with

BBQ Brazil pork rib flavor, classic flavor, and

lime and pepper flavor.

Place

The Poca snack is distributed whole country. It is

sold in restaurants, hotels, and cinemas.

However, PepsiCo focus most supermarkets

(Co-op Mark, Big C, Lotte), convenience stores

(Circle K, B’smart, Shop & Go) and retailers,

which consumers can easily buy it, especially

convenience stores, where serve 24 hours. With

the diversified distribution channels, it is easy for

PepsiCo to bring their products to consumers

and attract new more customers.

6

Price

Price is one of the most important factors that

consumers consider the most. PepsiCo used

skimming pricing to introduce their premium

snack – Poca. By using skimming pricing, it

brings some advantages for PepsiCo. Firstly, it

will create high quality image for their products,

the premium snack - Poca is a high quality item

to support the image created by the price.

Secondly, the American brand focus on adding

feaures into Poca; therefore, this pricing

strategy will recover the cost of developing

products. The price of Poca is higher than the

same type products from their competitors. To

be more specific, with the same price, however

the weight PepsiCo made is lighter than O’star

of Orion.

Place

The Poca snack is distributed whole country. It is

sold in restaurants, hotels, and cinemas.

However, PepsiCo focus most supermarkets

(Co-op Mark, Big C, Lotte), convenience stores

(Circle K, B’smart, Shop & Go) and retailers,

which consumers can easily buy it, especially

convenience stores, where serve 24 hours. With

the diversified distribution channels, it is easy for

PepsiCo to bring their products to consumers

and attract new more customers.

Advertising: is often the most prominent element

of the communication mix. To gain the

awareness of customer, PepsiCo analyze

carefully which channel gains more focus from

consumers. With the development of social

network, PepsiCo has put their products in these

channels, namely Facebook or Twitter in order to

introduce to consumers.

7

PepsiCo knows that the number

of people love watching football

is increasing, especially English

Premier League (EPL), which is

known as the best league in the

world. Poca is the first brand

brings to Superfan a card

collection, including 54 football

superstars from 20 participating

teams EPL. Interestingly, the

consumers have a chance to

stream a match of Manchester

United at the "Theatre of

Dreams" (Old Trafford stadium) if

they have the Poca gold card or

full set of 54 cards collection

(Tin247, 2011).

(Continued)

Public relation: Every

organization, no matter how

large or small, ultimately

depends on its reputation for

survival and success.

Creating PR well is a good

way to achieve the reputation.

PepsiCo Vietnam is the

newest sponsor for HCMC

volleyball team

(Vietnamnews, 2015).

Besides sponsor for sport,

PepsiCo also concerns with

the education by has signed

sponsorship VND 2.5billion

deal with Vietnam student

council (Baomoi, 2015).

Segmentation, Targeting and PositioningSegmentation

Enterprises need to make market segment. A marketer

has to divide the market by a simple truth. None of

business can satisfy everyone in a market. Therefore, this

is the essential requirement if businesses want to have

profit from their products. The segmentation of Poca

snack is distributed into two main segments.

Geographic segmentation: All types of products of

PepsiCo, including snack are distributed in the whole

country, especially big cities, namely Ho Chi Minh City,

Ha Noi, Da Nang, Can Tho. However, PepsiCo realized

8

(Continued)

Ha Noi, Da Nang, Can Tho.

However, PepsiCo realized that

rural areas is also important

market; therefore, they have put

their products to these areas.

GSO states (2013) that 67.81%

populations are still living in

rural areas. That will be the

waste chance to increase the

market share and attract new

customers from those areas.

It is important when segment

according to the geographic.

This is because Vietnam has

many regions in which have

different culture, tradition, taste

and so on. Based on that,

PepsiCo will add some features

suit with the different regions.

For example, in the middle of

Vietnam, people like spicy taste

whilst people living in the South

tend to like sweet taste.

fiercely competed for this

market. The target customer

of PepsiCo for snack is youth

and middle age people.

Therefore, they has promoted

their product appearance

frequency by targeting the

schools, universities or

colleges, restaurants, hotels

and convenient stores.

However, there are also some

places sold Pepsi's snack,

namely airline, railways, and

movie theatres.

Positioning

Positioning is a strategy aims

to make a brand occupy a

distinct position, relative to

competing brands, in the mind

of the customer. Positioning is

based on the features of the

product. PepsiCo became one

of the companies had closed

process from planting

potatoes to clean production

processes, besides Orion. By

doing this, the Poca snack

achieves the highest quality

standards. PepsiCo always

Demographic segmentation:

Generally, Poca is a product

for any of age group and any

gender. However, the age

group consumes snack the

most is from 18 to 35 years

old. Therefore, together with

competitors, PepsiCo should

have a significant concern for

that age group. Besides

student, Poca is also chose by

office staff and children.

However, due to higher price

compared to competitors, Poca

is mostly a choice of middle

income.

Targeting

Knowing the profit from snack

industry is high; PepsiCo has

fiercely competed for this

market. The target customer of

PepsiCo for snack is youth and

middle age people. Therefore,

they has promoted their

product appearance frequency

by targeting the schools,

universities or colleges,

restaurants, hotels and

convenient stores. However,

standards. PepsiCo always invest in R&D

activities to develop Poca. The evidence is Poca is

launched with new design and packing with new

flavors, which suit with Vietnamese people and

culture, namely Poca grilled lobster, Poca nutz

and Poca shots.

Research in 2015 undertaken by Vinaresearch

has shown that PepsiCo was ranked at the 2nd

place in Top of Mind, which means consumers

always remember even a certain brand in a certain

field. Besides Oishi, which was the 1st place, the

large number of people will think about Poca

snack of PepsicCo rather than O’star of Orion or

Slide of Kinh Do. In addition, they were also

stayed behind Orion and Oishi in Intention, which

means people are going to purchase for particular

product in the future.

(Continued)

9

RECOMMENDATIONSSetting goals or objectives is easy; however achieving is different story. Therefore, when doing this,

company should set SMART objectives or goals.

The acronym SMART has a number of slightly different variations; however, the purpose of SMART is

to help company achieve their objectives and goals. The five letters stand for: Specific, Measurable,

Attainable (Achievable), Realistic, and Time based.

With the current PepsiCo’s

situation, the firm is going to set

following objectives:

Developing new healthy

products and bringing images of

those popular to customers by

the end of 2015.

To gain 15% of the market for

snack by May 2016.

To achieve a 20% return on

capital employed by August

2016.

Through the above analyzes, in

order to create new products by

developing, adding features,

changing packing and so on, in

the existing markets, PepsiCo

should focus on the Product

Development according to

Ansoff Matrix. What’s more, to

implement it well, PepsiCo

should have an appropriate

marketing mix.

10

In Western countries, dried fruit and nuts are used daily as a snack to supplement nutrition and

health protection. This trend is gradually introduced into Vietnam, when the standard of living and

consumer awareness of citizens getting higher. Therefore, PepsiCo should produce this type of

snack to serve the demand of consumers. Unlike to salty snack, due to the specific features of this

product, PepsiCo aims to target to the middle and old age group. Those age groups put the healthy

products as the first priority. Last but not least, producing this healthy product with high quality will

help the positioning of PepsiCo to be enhanced significantly. From that, as mentions about the

healthy snack for old age group in addition to middle and young, consumers will think about PepsiCo

immediately. To do that, the American brand needs to have a suitable marketing mix.

Product

In the past, people think that when the fruits

are dried will lose the nutrients available;

whereas in fact, the loss of nutrients after

drying process due to the high-temperature

drying. With the help of freeze-drying

technology, they can retain almost complete

the nutritional value of fresh fruit from the

color, flavor to all kinds of minerals.

Price

With this type of product, PepsiCo should

have the price strategy. This new one will be

set a high price due to the specific features

and production technology. Therefore,

and production technology. Therefore, PepsiCo may

choose skimming pricing. When a company develops

or acquires patents new products, they usually decide

the high price to seize market. To the PepsiCo's

situation, understanding the health conscious,

consumers are willing to purchase the products,

which are good and protect their health. The ability of

consumers willing to pay for this new type of snack is

quite high when launching. This is because it is

produced to meet the demand of snacks from

consumer; yet still protecting their health, which the

previous snacks cannot serve.

Place

Generally, the PepsiCo’s products are widely distributed in

the whole country. Therefore, the company is able to take

advantage of their distribution channels to do for this new

type. They can attract more retailers by support activities,

namely gifts, support for decorating stores, banners.

Promotion

To get the great success in new type of product in Vietnam

market, PepsiCo should understand the consumers'

psychology. About the advertising, the American brand can

choose TV as a good way to promote the image of this

product. Especially, in special occasion, such as Tet holiday,

PepsiCo should increase the appearance frequency of

healthy snack because this occasion, people often consume

salty snack more, which is not good for people health if

eating a lot. On the other hand, the firm may sponsor for

healthy program, which is becoming much more popular.

Psychological segmentation

Psychological segmentation

has an influence in

consumers as purchasing

products. Firstly, most of

people are attracted by the

packing; therefore, well and

environmentally friendly

packing will create the good

impression for consumers.

After seeing the packing,

people are going to look at

the brand of products to

know which company

produces those items. A

well-known brand is always

chosen the most due the

reputation and production

process. Finally, they will

consider whether those

products are good for their

health or not.

CONTROL AND BUDGETING

Control

Setting and implementing objectives are vital steps; however, without

controlling, it is hard for companies to achieve. Therefore, PepsiCo has to

check their marketing plan regularly to know whether their actions are

going on the right direction or not. What's more, monitoring regularly

brings benefits to the entity; for instance, in case of the market has

changed, PepsiCo will adjust their actions or even objectives to suit with

market.

To monitor and control, PepsiCo needs to the tools, which help them to

access discover and handle troubles on time. KPI is known as the best

choice. With the help of KPIs, PepsiCo easily identify the current

performance that they expect via measuring and understanding the

performance of the entity.

Budget

Once setting the marketing plan, company will be also

make budget to conduct. Producing a new type of snack

requires the entity to spend a huge amount of money. As

a healthy snack, PepsiCo should invest at least USD

25million for activities, namely producing, and marketing.

In order to catch the consumer's eye, the enterprise

should focus on investing packing. Then, they need the

distribution channels to make their products appear in

the market. The cost for this one is not small. PepsiCo

has to consider carefully about the budget and adjust it if

necessary to get success in the healthy snack.

CONCLUSIONThis report has covered the situation analysis of PepsiCo Vietnam in snacking industry by

analyzing internal and external analysis, namely SWOT, PESTLE and competitors. Since

then, the American brand can recognize what their strengths and weaknesses are to make

appropriate strategies to compete with competitors and to be market leader in further. In the

other hand, the paper also identified the segmentation and target customers of PepsiCo

from that gave the recommendations by proposing marketing mix to increasing the market

shares in snacking industry in Vietnam.

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