BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC VĂN LANG

TIỂU LUẬN

MARKETING MANAGEMENT

TOPIC: AQUAFINA’S MARKETING STRATEGY

Group name: Surprise

Lecturer: Mayy Nguyen

Class: 221_71MRKT40033_E

School year: 2022-2023

Ho Chi Minh City, December 6, 2022

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Serial

Member

Task

Level of completion

Hồ Trần Ngọc Thành

Additional Recommendations & Reasons

Appendix B: Sample Ad
0%

Nguyễn Thị Anh Thy

Object
Positioning
Marketing Communications
Appendix D: SWOT Analysis
100%

Nguyễn Bảo Ngọc Trâm

Product/Service/Organization
Distribution
Appendix C: Major Factors and Trends in the Environment: Appendix F: Projected
Revenues, Major Costs, and Profits
100%

Mai Nguyễn Hoàng Hưng

- Target Market
Pricing
Appendix A: Features and Benefits

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Appendix E: Analysis of Individual (Major) Competitors
100%

1. Objective:

Object: Model SMART

Smart Objective: Increase market share

Specific (specific): Increase 10% market share in the world in bottled purified water.

Measurable : The brand currently holds 15% market share and ranks second after
Bisleri 36%. Aquafina aims to double its current growth in the next 4 years with
double sales.

Achievable : With rapidly growing product sales, a 10% increase in market share
compared to current levels. in 4 years is possible

Relevant (Related): focus on advertising on social networking sites especially Tiktok,

Facebook,...

Timely (Time limit): 4 years.

2. Target market:

In order to be at the top and achieve such success, Aquafina has clearly determined
that it will focus on serving specific target audiences for a long time, including: -
Adults:
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Market Aquafina's main target market is women and men between the ages of 25 and
45 because of this age group they care a lot about health.

- Young people (15-25 years old): Belonging to a family of a good class, with high
consumption demand.

3. Product/Service/Organization:

Product: filtration process Hydro-7, which includes reverse osmosis technology and a
number of other filtration steps to thoroughly remove minerals, microorganisms, and
bacteria. bacteria and impurities in the water. As a result, creating a perfectly pure
water product with a completely different fresh taste.

Aquafina is a product of Suntory PepsiCo Vietnam Beverage Co., Ltd and is

manufactured under copyright PepsiCo Inc. 700 Anderson Hill Road, Purchase, New
York 10577, USA, in accordance with the Health Organization's Drinking Water
standards World Health.

Aquafina is packaged in handy packaging: 355ML plastic bottle, 500ML plastic bottle,
1500ML plastic bottle, 5L plastic bottle.

Service: With the desire to bring benefits to customers when buying aquafina spring
water products.

The agent system offers the following services:

Products with free home delivery

Value-added price support VAT invoices

Good debt, cash transfer payment

Fast return if not satisfied

Fast delivery in just 1 hour

On each product packaging, Aquafina carefully and clearly designs the location of the
company's headquarters in Vietnam, the customer care phone number so that
4X
consumers can easily respond. reflect necessary information or problems that need
support. In addition, customer feedback or complaints can be reflected on the genuine
Fanpage on Facebook, this is a convenient and easy form for modern customers today
with the need to use social networks a lot. . At Suntory Pepsico Vietnam's website,
there is an email for comments and customer support, consumers can choose this form
to give feedback about the company's products.

Organization: PepsiCo is a leading global food and beverage corporation whose

products are enjoyed by consumers more than a billion times a day in more than 200
countries and territories around the world.

Suntory PepsiCo Vietnam Beverage Company Limited (SPVB), 100% foreign owned,
is an alliance between PepsiCo Inc and Suntory Holdings Limited, was officially
established in April 2013. The head office is located on 5th Floor. , Sheraton Hotel, 88
Dong Khoi, District 1, Ho Chi Minh City. The company's mission and vision is to
continue to strengthen and maintain a leading position in the beverage industry while
living up to the company's values. In the future, we will continue to pursue the goal of
sustainable development, benefit the company's employees and business partners, as
well as contribute to the communities in which the company operates.

Positioning: 

Aquafina positions itself as premium purified water “Aquafina - the purest part
of you”:

Aquafina's purity can be felt with the naked eye. Aquafina achieves absolute purity
thanks to extraction from groundwater, treatment through the Hydrogen filtration
process – 7 reverse osmosis and ozone systems, then sterilized by ultraviolet light, in
accordance with drinking water standards. of the World Health Organization.

Although manufactured in Vietnam, Aquafina still holds international standards for

quality. Product samples are still regularly sent to the US for quality testing before
launching into the market. As a result, creating a perfectly pure water product with a
completely different fresh taste.

5X
Aquafina - a brand associated with the keyword "fashion"

In the Vietnamese market, we can see the dominance of the keyword "fashion" of this
brand. This can be clearly seen through the event Aquafina Vietnam International
Fashion Week (AVIFW), which is a fashion show that the company has recently
associated with, which has attracted great attention from the public. And that is also
the outstanding communication activity in the positioning strategy of Aquafina.

4.         Pricing:

Aquafina applies a market penetration pricing strategy in its product pricing

strategy.

The price in Vietnam market of Aquafina bottled water is about 4500VND -

5000VND with a 500ML bottle which is equivalent to other brands available on the
market.

The market penetration pricing strategy helps Aquafina earn a large amount of revenue
in Vietnam. Aquafina chooses two prices, mainly retail and wholesale prices for
consumers.

355ML bottle bottle 1.5L bottle 5L

500ML

bottle 3,000- 4,500- 9,500- 22,500-

Retail 3,500VND/ 5,000VND/ 10,500VND/bottle 23,500VND/
price bottle bottle bottle

Wholesale 90,000- 100,000- 102,000- 108,000 105,000-

price 103,000VND/24 107,000 VND/12 bottles 110,000
VND/24 VND/4

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 bottles bottles bottles

5.         Distribution:

Aquafina's distribution strategy is to use wholesalers as intermediaries to sell its

products.

Distribution channels: Most of Aquafina's main distribution channels are intermediate

distribution channels spread across the country, including 2 traditional distribution
channels (wet market...) and modern distribution (supermarkets, supermarkets, etc.)
convenience stores, e-commerce, etc.).

Traditional distribution channel: Distribution channel will usually have 3 levels:

manufacturer => reseller => wholesaler => retailer => to consumer. According to
research, Aquafina's products hold a market share of 40% thanks to its wide
distribution channel in the market, which makes it easy for customers to access their
products.

Modern distribution channel: consists of 3 participants: producer => intermediary

distribution channel => consumers. Aquafina's middlemen are usually Big C, Vinmart
and convenience store chains like Circle K or Family mart. Combined with
distribution on e-commerce sites such as bachhoaxanh.com, vinmart.com,... or
aquafinavietnam.com website. Consumers can order directly online on those e-
commerce sites. Cooperate with fast food joints.

6.          Marketing Communications

Target audience:

Demographics Gender

:men and women

Age: 15 - 25 years old

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Geography: Nationwide

Psychology

Habits: exercise regularly, eat healthy, take care of your skin and face body every day,
cleaning the house

Hobbies: travel, sports, reading, exercise, shopping

Consumer behavior: like to buy sports products, healthy food

Usage habits media: spend 3-4 hours per day surfing tiktok, instagram and facebook,
1 hour per day reading online newspapers and 30 minutes per day watching television
Communication objectives Brand coverage Reach 60

of

customers target customers

Increase product sales

Communication tools

1.    Advertise in Tuoi Tre Online and Thanh Nien Newspapers

Frequency:

Advertising Channel Number Forms Tre Tuoi

Frequency

Newspaper 1 Wrote 3
times/week

8X
 Thanh Nien 1 Wrote a 3
Newspaper newspaper times/week

2.    Setting up banners and posters:

Displaying at major commercial centers

3.    TV advertising:

Advertising channel Quantity Form Frequenc HTV2

y

1 TVC 3 times/1 day/1 week

VTV1 1 TVC 3 times/1 day/1 week

4.    Social Media

-       Post on fanpage with frequency 2 times/week

-       Run facebook ads

5.    Promotions

Support newly opened stores with an estimated budget of 60,000,000

Combine with convenience stores and restaurant and cafeteria systems to offer
promotions such as: deal aquafina 1k, buy food with mineral water, etc.

6.    Direct selling Vending

machine system

Add to menu

Distributing to retailers, wholesalers and resellers

9X
7.          Additional Recommendations & Reasons: 

-       Build more online distribution channels (wholesalers) 

-       Lack of exclusive aquafina dealers
-       Lack of B2C model   

8.         Appendices:
1.    Appendix A: Features and Benefits:

Pure aquafina water is obtained from underground water sources and undergoes a
thorough and closed treatment process. Due to the measurement of pure water, it does
not contain mineral components, but only H2 and O2. It has the effect of providing
water, purifying the body, refreshing, but not carrying minerals in it. Its advantages are
that it is suitable for everyone including babies

The purity of aquafina can be felt with the naked eye. Aquafina achieves absolute
purity thanks to extraction from groundwater, treatment through reverse osmosis and
ozone systems, and then sterilized by ultraviolet light. Aquafina is a product of
Pepsico Vietnam Company in accordance with the drinking water standards of the
World Health Organization.

2.         Appendix B: Sample Ad:

TVC story board:

Slogan: “Aquafina - More than purity”

Contents: In the same journey to conquer the horribly long mountain climb.
Mr. A is leading the race, but because he uses a lot of strength to get ahead, he
is very tired, thirsty and loses a lot of water, A needs to be rehydrated
immediately, so he takes it out from his backpack. unbranded water bottle, was
about to drink, was about to drink when… he saw that there were residues, flies
in it? Well, it's not just a strange thing. Immediately after that, he found
firewood and fuel to cook the water and worked hard to prepare a whole layer
of water filter with clean sand and wood around just to … get a sip of delicious,

10X
 pure and clean water. While working hard, he saw his opponent passing by,
taking out a bottle of Aquafina from his backpack, a satisfied expression
showing his fatigue, then this person also gave Mr. A a bottle and the two of
them together. continue to play. The advertising message appears and ends.

Meaningful: The majority of Aquafina's competitors and themselves navigate

towards purity. Because of that, make it unremarkable, uniform and mixed with
competitors. The destination is the purity of most types of water, making it
difficult for consumers to choose, or it is easy to choose any water because it
brings purity. So with the slogan "More than purity", Aquafina water not only
gives consumers a drink but a satisfaction, as well as in the advertisement
showing that water has a certain prestige, bringing giving consumers peace of
mind and confidence while food and drinking water safety scandals appear
more and more. “More than purity” is the concern from the company to the
consumer, prestige also saves time (in the ad shows).

Color: Sea blue, white 

Audience: Travelers, sports enthusiasts.

3.         Appendix C: Major Factors and Trends in the Environment:

Vietnam's economic environment

From 2002 to 2018, GDP per capita increased by 2.7 times, reaching over USD 2,700
in 2019, with more than 45 million people escaping poverty. The majority of the
remaining poor in Vietnam are ethnic minorities, accounting for 86%. Vietnam is one
of the countries with the highest growth rate in the region.

Vietnam's resilience to cope with the Covid-19 pandemic is very high, although a
serious impact on the economy is inevitable. Vietnam is one of the few countries in the
world that does not forecast a recession, but this year's projected growth rate is much
lower than the pre-crisis forecast of 6-7%.

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As of 2020, about 88.5% of rural people have access to hygienic water sources,
compared to 2000, this rate only reached 32%. Demand for water is increasing day by
day, while water productivity is still low, reaching only 12% of the world standard. In
addition, the vast majority of people and the Vietnamese economy are vulnerable to
the effects of climate change.

Thereby, it can be seen that investing in the Vietnamese market to develop the
beverage industry is a good bait that most businesses want to win.

Scientific and technical environment

The development of science and technology in the world gradually seems to be

dominating the market, the introduction of many smart technology devices seems to be
taking possession of people's minds. This development brings a valuable benefit in
human life, and at the same time the development of information technology has
supported the management, production and strict control in business activities.
Technology becomes key in the company's business process.

Socio-cultural environment

Understanding that, Pepsico Vietnam always takes customers as the orientation to

develop products. Pepsico sponsors charity funds to resonate instead of promoting
loudly, sponsoring the national team. With Pepsico's products, it is aimed at the
average needs of consumers and the physiological needs of people, so here the role of
social status will not adversely affect customers.

In addition, when people's income is improved, basic needs of life are met, people's
needs also change to a higher direction. In the past, when income was still low, eating
and drinking only met basic needs to live, now people's needs are also gradually
changing according to living standards. They gradually take care of their health and
form the habit of consuming healthy products, natural products and products that are
beneficial for staying healthy. This is an opportunity for the strong development of the
pure drinking water market because today consumers are gradually shaping the habit
of using pure drinking water instead of carbonated and alcoholic products with
ingredients chemistry.
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natural environment

has a favorable position for trade, convenient transportation for the distribution and
transportation of products. The flat terrain is suitable for the construction of many
factory facilities to promote the production stage. However, many places are polluted,
especially water sources, so considering and choosing a place to supply water is
extremely important for the company.

In addition, there is the problem of ocean plastic waste. Vietnam is one of the ten
countries in the world most affected by air pollution. Water pollution is having serious
consequences for the productivity of important industries and for people's health.

Population environment 

Vietnam's population has grown to about 98 million in 2021 and is expected to grow to
120 million by 2050.

Currently, 70% of the population is under the age of 35, with an average life
expectancy of nearly 76 age, higher than other countries with similar incomes in the
region. But the population is aging rapidly. A quarter of the middle class is forming –
currently accounting for 13% of the population and is expected to increase to 26% by
2026. As the

population increases, the demand increases, especially the breath of life is very urgent
today. Products that are both healthy and convenient are essential => This is an
opportunity for Pepsi to develop and expand the market.

Political - legal environment

Vietnam's business environment is more and more favorable due to its political
stability and peace compared to other countries. Political stability, no conflicts,
political, ethnic or religious conflicts create opportunities for the economy to develop
more.

In the process of globalization, a series of countries have implemented the policy of

opening their economy and accordingly the legal system is constantly improving and
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improving. With the development of the country's economy, the legal system of
Vietnam is becoming more and more complete and there are many barriers with
stricter principles. That poses

bigger challenges for PepsiCo Vietnam's leaders, which must be in line with the law
and the company's development criteria. The business environment in Vietnam is
increasingly favorable, due to a very peaceful political environment compared to other
countries in the region.

4.         Appendix D: SWOT Analysis: 

Strengths:

·       Health and Sanitation Awareness: Bottled water is a healthier solution as the

number of diseases caused by polluted water is increasing, as well as their
serious consequences.
·       Strong parent company backing: Aquafina has stronger brand equity with
PepsiCo support. PepsiCo has been a key player in Aquafina's rapid growth and
wider reach.
·       Successful Branding and Marketing Strategies: From the local point of
purchase, to TV advertising, Aquafina has succeeded in promoting and building
the brand.
·       Strong distribution network: Aquafina has a very strong distribution network
thanks to PepsiCo's supply chain. Currently, this brand is present in small retail
chains to large hotels and restaurants.
·       Environmentally friendly packaging: With the introduction of ECO-FINA,
Aquafina has developed 100% recycled plastic bottles that are highly
environmentally friendly.
·       Difference: Aquafina offers differentiated products such as flavored water and
carbonated water. Besides, Aquafina also launches many other products such as
skin and body care.

Weaknesses:

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 ·       High competition: With the appearance of competitors such as La Vie,
Dasani, etc., there is a direct threat to Aquafina's increase in market share.
·       Indiscriminate use of empty bottles: There have been numerous cases of
empty branded bottles being used to refill impure water. This affects the image
of the company.
·       Haven't made a breakthrough: In terms of packaging, Aquafina does not have
many differences compared to other brands.

Opportunities (Opportunities):

·       Distribution: Increasing product distribution is the best and only way for
companies that sell bottled water to sell more. Water is a universal need, so the
farther and wider the brand is, the more sales. Of course, production and shelf
life are also a bottleneck in distribution.
·       Raise awareness: There is increasing awareness about pure and hygienic
water, which is a driving factor in the bottled water industry.
·       Mergers and Acquisitions: Aquafina should seek to acquire and merge
competitors to expand market share and reduce competition.
·       Links and collaborations: Aquafina should seek more partnerships with
hotels, restaurants, sports teams, etc. to increase sales as well as promotions.

Challenges (Threats):

·       Water scarcity: This is a major threat to Aquafina as the government can

decide to limit water supply to bottled water companies. 
·       Easy entry: The bottled water industry is a low capital intensive industry,
especially at the local level, and as a result, it is easier for new businesses to
enter the market.
·       Ease of substitution: When it comes to bottled water, people are often not
loyal to a single brand and thus sales depend on the retailer or the seller. As
long as the water is bottled and the consumer is thirsty, they will choose
whichever brand is introduced.
·       Competition from local businesses: This is also a hindrance to the
development of the industry.
15X
5.         Appendix E: Analysis of Individual (Major) Competitors:

Name: Dasani

Products/services:

·       Product : Dasani purified water is a product manufactured by

Coca-Cola Corporation. It is an environmentally friendly and
ultra-light product that can be twisted and compacted in the palm
of the consumer's hand after use. .
·        Service  : Dasani water agent brings to consumers when
buying.
·          100% free fast delivery.
·           Tax invoice support.
·          Postpaid payment, with the company.
·          Service 24/7.
·          Good price.
·       With environmentally friendly designs, using Dasani water
products is our contribution to environmental protection.
·           Dasani water agent things to consider when ordering
·       When consumers contact to buy at our Dasani water agent. Here
are some things to keep in mind for convenience in purchasing.
·          Do not accept orders under three boxes.
·          Delivery only from 7:00 a.m. to 6:30 p.m.
·          Holidays are closed according to regulations.
·       With good customer care system. Guaranteed to satisfy any
customer the most.
Pricing: 
Key strengths compared to the group's product/service:

·       Dasani has an easy, eco-friendly packaging template 1.   

Objective:

Object: Model SMART

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Smart Objective: Increase market share

Specific (specific): Increase 10% market share in the world in bottled purified water.

Measurable : The brand currently holds 15% market share and ranks second after
Bisleri 36%. Aquafina aims to double its current growth in the next 4 years with
double sales.

Achievable : With rapidly growing product sales, a 10% increase in market share
compared to current levels. in 4 years is possible

Relevant (Related): focus on advertising on social networking sites especially Tiktok,

Facebook,...

Timely (Time limit): 4 years.

2.         Target market:

In order to be at the top and achieve such success, Aquafina has clearly determined
that it will focus on serving specific target audiences for a long time, including: -
Adults:

Market Aquafina's main target market is women and men between the ages of 25 and
45 because of this age group they care a lot about health.

- Young people (15-25 years old): Belonging to a family of a good class, with high
consumption demand.

3.         Product/Service/Organization:

Product: filtration process Hydro-7, which includes reverse osmosis technology and a
number of other filtration steps to thoroughly remove minerals, microorganisms, and
bacteria. bacteria and impurities in the water. As a result, creating a perfectly pure
water product with a completely different fresh taste.

Aquafina is a product of Suntory PepsiCo Vietnam Beverage Co., Ltd and is

manufactured under copyright PepsiCo Inc. 700 Anderson Hill Road, Purchase, New

17X
York 10577, USA, in accordance with the Health Organization's Drinking Water
standards World Health.

Aquafina is packaged in handy packaging: 355ML plastic bottle, 500ML plastic bottle,
1500ML plastic bottle, 5L plastic bottle.

Service: With the desire to bring benefits to customers when buying aquafina spring
water products.

The agent system offers the following services:

Products with free home delivery

Value-added price support VAT invoices

Good debt, cash transfer payment

Fast return if not satisfied

Fast delivery in just 1 hour

On each product packaging, Aquafina carefully and clearly designs the location of the
company's headquarters in Vietnam, the customer care phone number so that
consumers can easily respond. reflect necessary information or problems that need
support. In addition, customer feedback or complaints can be reflected on the genuine
Fanpage on Facebook, this is a convenient and easy form for modern customers today
with the need to use social networks a lot. . At Suntory Pepsico Vietnam's website,
there is an email for comments and customer support, consumers can choose this form
to give feedback about the company's products.

Organization: PepsiCo is a leading global food and beverage corporation whose

products are enjoyed by consumers more than a billion times a day in more than 200
countries and territories around the world.

Suntory PepsiCo Vietnam Beverage Company Limited (SPVB), 100% foreign owned,
is an alliance between PepsiCo Inc and Suntory Holdings Limited, was officially
established in April 2013. The head office is located on 5th Floor. , Sheraton Hotel, 88
18X
Dong Khoi, District 1, Ho Chi Minh City. The company's mission and vision is to
continue to strengthen and maintain a leading position in the beverage industry while
living up to the company's values. In the future, we will continue to pursue the goal of
sustainable development, benefit the company's employees and business partners, as
well as contribute to the communities in which the company operates.

Positioning: 

Aquafina positions itself as premium purified water “Aquafina - the purest part
of you”:

Aquafina's purity can be felt with the naked eye. Aquafina achieves absolute purity
thanks to extraction from groundwater, treatment through the Hydrogen filtration
process – 7 reverse osmosis and ozone systems, then sterilized by ultraviolet light, in
accordance with drinking water standards. of the World Health Organization.

Although manufactured in Vietnam, Aquafina still holds international standards for

quality. Product samples are still regularly sent to the US for quality testing before
launching into the market. As a result, creating a perfectly pure water product with a
completely different fresh taste.

Aquafina - a brand associated with the keyword "fashion"

In the Vietnamese market, we can see the dominance of the keyword "fashion" of this
brand. This can be clearly seen through the event Aquafina Vietnam International
Fashion Week (AVIFW), which is a fashion show that the company has recently
associated with, which has attracted great attention from the public. And that is also
the outstanding communication activity in the positioning strategy of Aquafina.

4.         Pricing:

Aquafina applies a market penetration pricing strategy in its product pricing

strategy.

19X
The price in Vietnam market of Aquafina bottled water is about 4500VND -
5000VND with a 500ML bottle which is equivalent to other brands available on the
market.

The market penetration pricing strategy helps Aquafina earn a large amount of revenue
in Vietnam. Aquafina chooses two prices, mainly retail and wholesale prices for
consumers.

355ML bottle bottle 1.5L bottle 5L

500ML

bottle 3,000- 4,500- 9,500- 22,500-

Retail 3,500VND/ 5,000VND/ 10,500VND/bottle 23,500VND/
price bottle bottle bottle

Wholesale 90,000- 100,000- 102,000- 108,000 105,000-

price 103,000VND/24 107,000 VND/12 bottles 110,000
bottles VND/24 VND/4
bottles bottles

5.         Distribution:

Aquafina's distribution strategy is to use wholesalers as intermediaries to sell its

products.

Distribution channels: Most of Aquafina's main distribution channels are intermediate

distribution channels spread across the country, including 2 traditional distribution
channels (wet market...) and modern distribution (supermarkets, supermarkets, etc.)
convenience stores, e-commerce, etc.).

20X
Traditional distribution channel: Distribution channel will usually have 3 levels:
manufacturer => reseller => wholesaler => retailer => to consumer. According to
research, Aquafina's products hold a market share of 40% thanks to its wide
distribution channel in the market, which makes it easy for customers to access their
products.

Modern distribution channel: consists of 3 participants: producer => intermediary

distribution channel => consumers. Aquafina's middlemen are usually Big C, Vinmart
and convenience store chains like Circle K or Family mart. Combined with
distribution on e-commerce sites such as bachhoaxanh.com, vinmart.com,... or
aquafinavietnam.com website. Consumers can order directly online on those e-
commerce sites. Cooperate with fast food joints.

6.          Marketing Communications

Target audience:

Demographics Gender

:men and women

Age: 15 - 25 years old

Geography: Nationwide

Psychology

Habits: exercise regularly, eat healthy, take care of your skin and face body every day,
cleaning the house

Hobbies: travel, sports, reading, exercise, shopping

Consumer behavior: like to buy sports products, healthy food

Usage habits media: spend 3-4 hours per day surfing tiktok, instagram and facebook,
1 hour per day reading online newspapers and 30 minutes per day watching television
Communication objectives Brand coverage Reach 60

21X
%

of

customers target customers

Increase product sales

Communication tools

1.    Advertise in Tuoi Tre Online and Thanh Nien Newspapers

Frequency:

Advertising Channel Number Forms Tuoi Tre

Frequency

Newspaper 1 Wrote 3
times/week

Thanh Nien 1 Wrote a 3

Newspaper newspaper times/week

2.    Setting up banners and posters:

Displaying at major commercial centers

3.    TV advertising:

Advertising channel Quantit Form Frequency

y

HTV2 1 TVC 3 times/1 day/1 week

VTV1 1 TVC 3 times/1 day/1 week

22X
 4.    Social Media

-       Post on fanpage with frequency 2 times/week

-       Run facebook ads

5.    Promotions

Support newly opened stores with an estimated budget of 60,000,000

Combine with convenience stores and restaurant and cafeteria systems to offer
promotions such as: deal aquafina 1k, buy food with mineral water, etc.

6.    Direct selling Vending

machine system

Add to menu

Distributing to retailers, wholesalers and resellers

7.          Additional Recommendations & Reasons: 

-       Build more online distribution channels (wholesalers) 

-       Lack of exclusive aquafina dealers
-       Lack of B2C model   

8.         Appendices:
1.    Appendix A: Features and Benefits:

Pure aquafina water is obtained from underground water sources and undergoes a
thorough and closed treatment process. Due to the measurement of pure water, it does
not contain mineral components, but only H2 and O2. It has the effect of providing
water, purifying the body, refreshing, but not carrying minerals in it. Its advantages are
that it is suitable for everyone including babies

23X
The purity of aquafina can be felt with the naked eye. Aquafina achieves absolute
purity thanks to extraction from groundwater, treatment through reverse osmosis and
ozone systems, and then sterilized by ultraviolet light. Aquafina is a product of
Pepsico Vietnam Company in accordance with the drinking water standards of the
World Health Organization.

2.         Appendix B: Sample Ad:

TVC story board:

Slogan: “Aquafina - More than purity”

Contents: In the same journey to conquer the horribly long mountain climb.
Mr. A is leading the race, but because he uses a lot of strength to get ahead, he
is very tired, thirsty and loses a lot of water, A needs to be rehydrated
immediately, so he takes it out from his backpack. unbranded water bottle, was
about to drink, was about to drink when… he saw that there were residues, flies
in it? Well, it's not just a strange thing. Immediately after that, he found
firewood and fuel to cook the water and worked hard to prepare a whole layer
of water filter with clean sand and wood around just to … get a sip of delicious,
pure and clean water. While working hard, he saw his opponent passing by,
taking out a bottle of Aquafina from his backpack, a satisfied expression
showing his fatigue, then this person also gave Mr. A a bottle and the two of
them together. continue to play. The advertising message appears and ends.

Meaningful: The majority of Aquafina's competitors and themselves navigate

towards purity. Because of that, make it unremarkable, uniform and mixed with
competitors. The destination is the purity of most types of water, making it
difficult for consumers to choose, or it is easy to choose any water because it
brings purity. So with the slogan "More than purity", Aquafina water not only
gives consumers a drink but a satisfaction, as well as in the advertisement
showing that water has a certain prestige, bringing giving consumers peace of
mind and confidence while food and drinking water safety scandals appear

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 more and more. “More than purity” is the concern from the company to the
consumer, prestige also saves time (in the ad shows).

Color: Sea blue, white 

Audience: Travelers, sports enthusiasts.

3.         Appendix C: Major Factors and Trends in the Environment:

Vietnam's economic environment

From 2002 to 2018, GDP per capita increased by 2.7 times, reaching over USD 2,700
in 2019, with more than 45 million people escaping poverty. The majority of the
remaining poor in Vietnam are ethnic minorities, accounting for 86%. Vietnam is one
of the countries with the highest growth rate in the region.

Vietnam's resilience to cope with the Covid-19 pandemic is very high, although a
serious impact on the economy is inevitable. Vietnam is one of the few countries in the
world that does not forecast a recession, but this year's projected growth rate is much
lower than the pre-crisis forecast of 6-7%.

As of 2020, about 88.5% of rural people have access to hygienic water sources,
compared to 2000, this rate only reached 32%. Demand for water is increasing day by
day, while water productivity is still low, reaching only 12% of the world standard. In
addition, the vast majority of people and the Vietnamese economy are vulnerable to
the effects of climate change.

Thereby, it can be seen that investing in the Vietnamese market to develop the
beverage industry is a good bait that most businesses want to win.

Scientific and technical environment

The development of science and technology in the world gradually seems to be

dominating the market, the introduction of many smart technology devices seems to be
taking possession of people's minds. This development brings a valuable benefit in
human life, and at the same time the development of information technology has

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supported the management, production and strict control in business activities.
Technology becomes key in the company's business process.

Socio-cultural environment

Understanding that, Pepsico Vietnam always takes customers as the orientation to

develop products. Pepsico sponsors charity funds to resonate instead of promoting
loudly, sponsoring the national team. With Pepsico's products, it is aimed at the
average needs of consumers and the physiological needs of people, so here the role of
social status will not adversely affect customers.

In addition, when people's income is improved, basic needs of life are met, people's
needs also change to a higher direction. In the past, when income was still low, eating
and drinking only met basic needs to live, now people's needs are also gradually
changing according to living standards. They gradually take care of their health and
form the habit of consuming healthy products, natural products and products that are
beneficial for staying healthy. This is an opportunity for the strong development of the
pure drinking water market because today consumers are gradually shaping the habit
of using pure drinking water instead of carbonated and alcoholic products with
ingredients chemistry.

natural environment

has a favorable position for trade, convenient transportation for the distribution and
transportation of products. The flat terrain is suitable for the construction of many
factory facilities to promote the production stage. However, many places are polluted,
especially water sources, so considering and choosing a place to supply water is
extremely important for the company.

In addition, there is the problem of ocean plastic waste. Vietnam is one of the ten
countries in the world most affected by air pollution. Water pollution is having serious
consequences for the productivity of important industries and for people's health.

Population environment 

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Vietnam's population has grown to about 98 million in 2021 and is expected to grow to
120 million by 2050.

Currently, 70% of the population is under the age of 35, with an average life
expectancy of nearly 76 age, higher than other countries with similar incomes in the
region. But the population is aging rapidly. A quarter of the middle class is forming –
currently accounting for 13% of the population and is expected to increase to 26% by
2026. As the

population increases, the demand increases, especially the breath of life is very urgent
today. Products that are both healthy and convenient are essential => This is an
opportunity for Pepsi to develop and expand the market.

Political - legal environment

Vietnam's business environment is more and more favorable due to its political
stability and peace compared to other countries. Political stability, no conflicts,
political, ethnic or religious conflicts create opportunities for the economy to develop
more.

In the process of globalization, a series of countries have implemented the policy of

opening their economy and accordingly the legal system is constantly improving and
improving. With the development of the country's economy, the legal system of
Vietnam is becoming more and more complete and there are many barriers with
stricter principles. That poses

bigger challenges for PepsiCo Vietnam's leaders, which must be in line with the law
and the company's development criteria. The business environment in Vietnam is
increasingly favorable, due to a very peaceful political environment compared to other
countries in the region.

4.         Appendix D: SWOT Analysis: 

Strengths:

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 ·       Health and Sanitation Awareness: Bottled water is a healthier solution as the
number of diseases caused by polluted water is increasing, as well as their
serious consequences.
·       Strong parent company backing: Aquafina has stronger brand equity with
PepsiCo support. PepsiCo has been a key player in Aquafina's rapid growth and
wider reach.
·       Successful Branding and Marketing Strategies: From the local point of
purchase, to TV advertising, Aquafina has succeeded in promoting and building
the brand.
·       Strong distribution network: Aquafina has a very strong distribution network
thanks to PepsiCo's supply chain. Currently, this brand is present in small retail
chains to large hotels and restaurants.
·       Environmentally friendly packaging: With the introduction of ECO-FINA,
Aquafina has developed 100% recycled plastic bottles that are highly
environmentally friendly.
·       Difference: Aquafina offers differentiated products such as flavored water and
carbonated water. Besides, Aquafina also launches many other products such as
skin and body care.

Weaknesses:

·       High competition: With the appearance of competitors such as La Vie,

Dasani, etc., there is a direct threat to Aquafina's increase in market share.
·       Indiscriminate use of empty bottles: There have been numerous cases of
empty branded bottles being used to refill impure water. This affects the image
of the company.
·       Haven't made a breakthrough: In terms of packaging, Aquafina does not have
many differences compared to other brands.

Opportunities (Opportunities):

·       Distribution: Increasing product distribution is the best and only way for
companies that sell bottled water to sell more. Water is a universal need, so the

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 farther and wider the brand is, the more sales. Of course, production and shelf
life are also a bottleneck in distribution.
·       Raise awareness: There is increasing awareness about pure and hygienic
water, which is a driving factor in the bottled water industry.
·       Mergers and Acquisitions: Aquafina should seek to acquire and merge
competitors to expand market share and reduce competition.
·       Links and collaborations: Aquafina should seek more partnerships with
hotels, restaurants, sports teams, etc. to increase sales as well as promotions.

Challenges (Threats):

·       Water scarcity: This is a major threat to Aquafina as the government can

decide to limit water supply to bottled water companies. 
·       Easy entry: The bottled water industry is a low capital intensive industry,
especially at the local level, and as a result, it is easier for new businesses to
enter the market.
·       Ease of substitution: When it comes to bottled water, people are often not
loyal to a single brand and thus sales depend on the retailer or the seller. As
long as the water is bottled and the consumer is thirsty, they will choose
whichever brand is introduced.
·       Competition from local businesses: This is also a hindrance to the
development of the industry.
5.         Appendix E: Analysis of Individual (Major) Competitors:

Name: Dasani

Products/services:

·       Product : Dasani purified water is a product manufactured by

Coca-Cola Corporation. It is an environmentally friendly and
ultra-light product that can be twisted and compacted in the palm
of the consumer's hand after use. .
·        Service  : Dasani water agent brings to consumers when
buying.

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 ·          100% free fast delivery.
·           Tax invoice support.
·          Postpaid payment, with the company.
·          Service 24/7.
·          Good price.
·       With environmentally friendly designs, using Dasani water
products is our contribution to environmental protection.
·           Dasani water agent things to consider when ordering
·       When consumers contact to buy at our Dasani water agent. Here
are some things to keep in mind for convenience in purchasing.
·          Do not accept orders under three boxes.
·          Delivery only from 7:00 a.m. to 6:30 p.m.
·          Holidays are closed according to regulations.
·       With good customer care system. Guaranteed to satisfy any
customer the most.
Key strengths compared to the group's product/service:

·       Dasani has an environmentally friendly packaging model, which

is easy to distinguish from other bottled water brands such as
aquafina, lavie,... creating a competitive advantage.
·       There is a difference from other brands in terms of ideas and
messages.

Main weaknesses compared to the group's products/services

:       There is no specific and widespread product promotion strategy,

so many consumers do not know about Coca-Cola's Dasani brand
of purified water even though Coca-Cola brand is well known 
.       The company has not invested much in advertising and
marketing dasani purified water products in the market.xâc
 References:

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 1) Đa dạng thị trường nước đóng chai. (2019). Được truy lục từ Sài Gòn Giải
Phóng Online: https://www.sggp.org.vn/da-dang-thi-truong-nuoc-dong-chai-
600231.html

(2) 5 năm Suntory PepsiCo ghi danh vào top đầu ngành đồ uống không cồn.
(2021). Được truy lục từ Suntory PepsiCo:
https://www.suntorypepsico.vn/News/Index/5-nam-suntory-pepsico-ghi-danh-
vao-top-dau-nganh-do-uong-khong-con

(3) Tổng quan kinh tế Việt Nam trong 30 năm. (2021, 08 13). Được truy lục từ
Thư viện Alan Đức Nguyễn: https://alanducnguyen.com/tong-quan-kinh-te-viet-
nam-trong-30-nam/

(3) Tổng Quan về Việt Nam. (không ngày tháng). Được truy lục từ The Word
Bank: https://www.worldbank.org/vi/country/vietnam/overview

(4) Kinh tế Việt Nam liệu có đuổi kịp Thái Lan, Malaysia? (2020). Được truy lục
từ BBC News: https://www.bbc.com/vietnamese/business-52948372#:~:text=D
%C3%A2n%20s%E1%BB%91%20Vi%E1%BB%87t%20Nam%20d %E1%BB
%B1,n%C4%83m%202026%2C%20theo%20World%20Bank.

(5) ‘DMS-Lite rất quan trọng với Pepsi’. (2013). Được truy lục từ Chúng ta:
https://chungta.vn/kinh-doanh/dms-lite-rat-quan-trong-voi-pepsi-1083600.html

(6) (7) (8) Chiến lược marketing của Aquafina – Sự tinh tế của Pepsico. (2021).
Được truy lục từ Dừa Vàng: https://duavang.net/chien-luoc-marketing-cua-
aquafina/

(6) Phân Tích Chiến Lược Quản Trị Thương Hiệu Của Aquafina. (2019). Được
truy lục từ BrandsVN: https://brands.vn/phan-tich-chien-luoc-quan-tri-thuong-
hieu- cua-aquafina/

(8) Chiến lược Marketing mix của Aquafina:“Ngựa chiến” của Pepsico. (2021).
Được truy lục từ Chiến lược Marketing AI: https://marketingai.vn/chien-luoc-
marketing-mix-cua-aquafina-ngua-chien-cua-pepsico/

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