Analysis survey of pepsi lemon zero calories, Study Guides, Projects, Research of Consumer Behaviour

Download Analysis survey of pepsi lemon zero calories and more Study Guides, Projects, Research Consumer Behaviour in PDF only on Docsity! GROUP 8 – INS309501 LECTURER: MRS. Le Thi Mai 3 2 1 4 PHẠM MINH NGỌC 22070699 TRẦN VÂN ANH 22070867 HOÀNG THỊ HUYỀN 22070689 5 NGUYỄN DIỄM QUỲNH 22070625 NGUYỄN HẢI ANH 22070618 • Company name: Suntory PepsiCo Vietnam Beverage • CEO: Jahanzeb Q. Khan • Website: suntorypepsico.vn • PepsiCo officially entered the Vietnamese market by forming a joint venture with the International Beverages Corporation (IBC). • PepsiCo introduced its first two products, Pepsi and 7 Up, to the Vietnamese market. • In April 2013, the strategic beverage alliance Suntory PepsiCo Vietnam was established between Suntory Holdings Limited and PepsiCo, Inc. • Company name: Suntory PepsiCo Vietnam Beverage • CEO: Jahanzeb Q. Khan • Website: suntorypepsico.vn • PepsiCo officially entered the Vietnamese market by forming a joint venture with the International Beverages Corporation (IBC). • PepsiCo introduced its first two products, Pepsi and 7 Up, to the Vietnamese market. • In April 2013, the strategic beverage alliance Suntory PepsiCo Vietnam was established between Suntory Holdings Limited and PepsiCo, Inc. • Company name: Suntory PepsiCo Vietnam Beverage • CEO: Jahanzeb Q. Khan • Website: suntorypepsico.vn • PepsiCo officially entered the Vietnamese market by forming a joint venture with the International Beverages Corporation (IBC). • PepsiCo introduced its first two products, Pepsi and 7 Up, to the Vietnamese market. • In April 2013, the strategic beverage alliance Suntory PepsiCo Vietnam was established between Suntory Holdings Limited and PepsiCo, Inc. Core Values: • Responsibility: Acting ethically and transparently, high responsibility • Reputation: Maintaining the trust and respect of customers, partners, and employees • Innovation: Continuously innovating and developing new products, embracing advanced technologies • Teamwork: Fostering effective teamwork, cultivating a spirit of mutual respect, support, and knowledge sharing. • Passion: Nurturing a passionate work environment • A new product in Pepsi's product line • There are 2 forms: can (320 ml) and plastic bottle (390 ml) • Specially designed to meet consumer needs, no need to worry about calories. • Pepsi Lemon Zero Calories - Enjoy the full refreshing taste without worrying about weight gain! ABOUT PEPSI LEMON FLAVOR SOFT DRINK ( ZERO CALORIES) I MARKET DESCRIPTION OF SELECTED ENTERPRISES AND PRODUCT CONSUMPTION BEHAVIOR 4. Analyze the customer's purchasing decision process 3. Analyze factors affecting purchasing behavior 2. Market description 2.1. Total estimated value of the market (whole industry) Coca-Cola and Pepsi, which have been in the market since the early 1990s. Tan Hiep Phat is the most notable opponent of these two names on the domestic front. TOP 10 CONG TY DO UONG UY TIN NAM ma Nhoém nganh: Bd uéng khér Secceee CONG TY TNHH NUOC GIAI KHAT SUNTORY PEPSICO VIET A & PEPSICO TAP BOAN TRUNG NGUYEN LEGEND CONG TY TNHH NUGC GIAI KHAT COCA-COLA VIET NAM CONG TY C6 PHAN VINACAFE BIEN HOA CONG TY TNHH URC VIETNAM CONG TY TNHH LAVIE CONG TY TNHH THUONG MAI DICH VU TAN HIEP PHAT CONG TY CO PHAN NUGC GIAI KHAT SANEST KHANH HOA CONG TY CO PHAN SAN PHAM SINH THAI ECO CONG TY CO PHAN THUC PHAM auéc TE @ dint gid tai chinn @ danh gid truyén thang Q@ oanh gid qua khdo sat 2. Market description 2.2. Assess the development potential of the beverage market a. Production of drinks: • Vietnam's beverage production output is expected to reach 10 million liters by 2022. • Demand rises b. Soft drink imports: • The import turnover of carbonated beverages in 2022 is expected to be about 137 thousand USD, a decrease of 14%. 2. Market description 2.2. Assess the development potential of the beverage market c. Situation regarding the consumption of soft drinks: • In 2022, retail sales of soft drinks are expected to reach 4.5 thousand liters, a 5% rise over the same period in 2021. • The five largest companies' total market share in 2022 is just about 57%, the drinks market is concentrated. d. Leading businesses: • Pepsico continues to lead the beverage segment. • Also, Pepsico is the market leader in groups such fruit drinks, carbonated drinks, bottled water, and sports drinks. 3. Analyze factors affecting buying behavior USAGE HABITS REFERENCE GROUP FACTORS AFFECTING 3. Analyze factors affecting buying behavior USAGE HABITS Interested in many factors such as convenience, nutritional value, design, packaging... Depending on each age group, there will be different tastes • Young people: refreshment and coolness • Adults: taste, low or high calories,... 3. Analyze factors affecting buying behavior REFERENC E GROUP Demand for refreshments increased due to the import of hot and spicy dishes from Thailand and Korea 4.1. Determine needs  Originating from internal needs: • According to Wordpanel Division's 2019 report, the need for refreshment is the most basic and accounts for 25% of the total drinking occasions. • Want to use carbonated beverage products that are good for your health and good for the digestive system.  Originating from external needs: • The climate in Vietnam is hot and humid, so the demand for soft drinks increases • View TVC commercials on TV, websites, and promotional information • Chat with friends and relatives to introduce • Get advice from sales staff 4. Analyze the customer's purchasing decision process 4.2. Review and compare • Provide choice criteria: Affordable price, delicious taste, attractive, good for health • Compare information: About benefits, convenience, reasonable price, ingredients in the product, flavor,... • Get advice from friends and relatives: Listen to suggestions from people who have used the product • Based on product brand, company brand: Company reputation, position in the market, reputable and highly appreciated, good comments from customers. 4.3. Buying decision •Customers decide to buy the product •When it has the highest value for them, in accordance with the criteria they set (Delicious, convenient, good for health, reasonable price, suitable for taste) •Or the purpose of buying for business with the criteria of high profit, quick payback and favored by many customers... Unsuitable and decide to change to another type of beverage Unsuitable and decide not to buy Decide not to buy due to objective reasons such as weather factors or health factors Suitable and decide to buy 4. Analyze the customer's purchasing decision process CHAPTER II. SURVEY OF CONSUMER NEEDS, BEHAVIOR AND HABITS ABOUT PRODUCTS 1. Introducing the survey form - Age: Unlimited - Occupation: Student, office worker or worker. - Income: Unlimited - Gender: Male, female and other. - Current relationship : Single, in a relationship and married. - Number of questions: 19 CHAPTER II. SURVEY OF CONSUMER NEEDS, BEHAVIOR AND HABITS ABOUT PRODUCTS 2. Data collection method - Data collection method: Interview survey. - Approach: Consumer survey via Google Form. 3. Target survey - Determine brand awareness and habits of using Pepsi Zero calories Lemon - Determine customers' consumption habit - Identify factors that influence consumption decisions - Customer reviews about sweetness and amount of gas - Determine the level of user satisfaction with the quality, packaging, price, and taste of the product • The proportion of women is 61.3% (49 people) • The male ratio is 37.5% (30 people) → The number of female consumers is more than male consumers with a difference of 23.8% (19 people) → Women are more concerned about health and body shape than men, so the product has an advantage in pleasing consumers 4. Analyze survey results 61% 38% 1% What is your gender? Female Male Others 4.1 Descriptive statistics about CUSTOMER TARGET 4. Analyze survey results 4.1 Descriptive statistics about CUSTOMER TARGET • People mainly live and work in Hanoi with a rate of up to 81.3%, with 3.7% in Ho Chi Minh and 15% in other provinces and cities. • The majority are single at 67.5%, 22.5% are in a relationship and the rest are married or do not want to disclose. → Concentrated mainly in big cities 4. Analyze survey results 4.1 Descriptive statistics about CUSTOMER TARGET • Less than 5 million VND/month (56.3%) • 5 - 10 million VND/month (32.5%) • More than 10 million VND/month (11.2%) → The majority are students who do not have a stable income, the rest may be working students or people with stable jobs. 4.2. Descriptive statistics about BRAND AWARENESS The limited number of people listening to the product may be due to: • Advertising is not enough to attract viewers • Users do not really know all about the product's uses • The shadow is too big of other products like original zero- calorie Pepsi 15% 85% Have you heard of Pepsi Zero Calories Lemon product? Sure Never 4.3. Descriptive statistics of CONSUMING HABIT The majority of consumers use the product occasionally (56.3%) • Consumption habits: Some people only choose to buy them when they have special needs or during festivals. • Market diversity: have more choices ( coca zero,...) • Flavor: lemon flavor may not be the preferred choice for some customers. 4.3. Descriptive statistics of CONSUMING HABIT • Quality (65%): This product provides lemon flavor without the calories • Trend (30%): Sugar- and calorie-free products is becoming a trend (a healthy and health- conscious lifestyle). • Price (28.7%): The affordable price can be an attractive factor 4.3. Descriptive statistics of CONSUMING HABIT • Convenience: have convenient locations, easy to access for consumers. • Opening Hours: can shop at any time of the day, including outside working hours or on weekends. • Fast Service: Convenience stores often have cashier lines, making the purchasing process quick and convenient. • Flexible Shopping: Customers can buy each product individually instead of having to buy it in packaging or boxes like at the supermarket. 1. Proposal on product strategy • The product was launched by Pepsi in November 2020 • Currently the product is in the growth phase • The volume of goods sold increased rapidly (January 2024 reached the highest level with 470.5 million VND and 2.4 thousand in output) 1. Proposal on product strategy  Product development • Research and develop products to meet the diverse enjoyment needs of the Vietnamese market • The product is richer, has fewer calories, and is beneficial to consumers’ health…. • Suitable for customers who want to lose weight, are on a diet, are afraid of sweets but need to get a lot of energy during studying, working and living,... 1. Proposal on product strategy • Focus on product research and development process (ensuring quality factors) • Invest a large amount of money to have a modern production line • Focus on products: beautiful in design, "beautiful" in quality to meet the increasing needs of the market.  Improve product quality and production techniques 2. Proposal on pricing strategy Regularly provide discounted prices and promotions for customers who pay ahead of time or buy in bulk. Profit margins from distributors are very strong. While for business customers, this number is much lower. (KFC, Jollibee,…) 2.2. Discount pricing 2. Proposal on pricing strategy 2.3.Differentiated pricing by product type • Each type of product will be priced differently but proportional to the corresponding cost. • Especially narrow the gap between regular daily prices and discounted prices. 187.000 VNĐ 230.000 VNĐ Box of 24 cans Carton of 24 bottles 3. Proposal on distribution strategy 3.1. Direct distribution By length: Pepsico distributes through direct channels to large supermarkets, convenience stores.... By width: Pepsico cooperates with fast food stores, eateries, restaurants.... PepsiCo established a distribution system covering the whole of Vietnam, to help Pepsi-Cola products have deep roots in the market. 4. Proposal on combined promotion strategy 4.2. Advertisement Outdoor advertising: Advertising on public transportation: - Design and print standees and banners - Post posters on bus routes with many passengers - Use billboards, rent outdoor advertising screens - Hang banners and distribute brochures 4. Proposal on combined promotion strategy 4.2. Advertisement Advertising on e-commerce platforms and the internet: Advertising on social networking sites: - Register to run banners on credibility online magazines with high traffic about health - Share new product promotional articles that KOLs have posted. - Run Flash Sale and Freeship Extra programs applicable to new products - Update promotions and discounts applied to new products - Open Pepsi official online store on Shopee Mall, post articles introducing the features and benefits of the product - Organize minigames, post video reviews of customers 4. Proposal on combined promotion strategy 4.3. Sales promotions • Discount new products on Shopee ( discount 20%, 50%..) • Increase the discount rate for partners • When buying 3 bottles of Pepsi Lemon Zero Calories 1.5 liter will be given a large water bottle • When buying 1 box of Pepsi Lemon Zero Calories will be given a mini hotpot • Open the booth to try new products for free at big supermarkets like Go!, Mega Mall, Aeon Mall. 5. CONCLUSION • The zero-calorie lemon-flavored Pepsi product initially attracted customers with beautiful advertisements, good product quality, and effectiveness. • However, PepsiCo needs to carefully analyze the market, determine goals and customers, expand distribution channels and improve marketing strategies. rs “ - in watching a