UNIVERSITY OF ECONOMICS AND FINANCE

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SALES MANAGEMENT

EVALUATION OF SUNTORY PEPSICO'S

SALES STRATEGY IN 2020 - 2023

MEMBER OF GROUP:

Nguyễn Trần Anh Tú 215019168

Hồng Trọng Bằng 215018505

Lý Hiếu Phương 215018974

Nguyễn Thụy Thơ Thảo 215019064

Nguyễn Bảo Long 215018800

CLASS: A14E – GROUP: 3

LECTURER: TS. Hồ Hán Dân

 COMMENTS FOR LECTURER

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Ho Chi Minh, April 13th 2024

Sign
Contents
INTRODUCTION ........................................................................................................................... 5

ACKNOWLEDGEMENT .............................................................................................................. 6

I. Introduction To The Role Of Sales Activities In The Enterprise: ................................................ 7

1. The Importance of Effective Sales ................................................................................... 7

2. Reasons For Choosing Pepsico: ....................................................................................... 8

II. Introduction And Summary Of Pepsico: .............................................................................. 9

III. Content: .............................................................................................................................. 12

A. Bussiness Environment Analysis: .................................................................................. 12

1. Analysis of the Macro Environment: ............................................................................. 12

2. Micro environment Analysis: ......................................................................................... 16

B. Sales Management Strategy Analysis of PepsiCo.......................................................... 19

1. Setting Sales Objectives ................................................................................................. 19

2. Choosing Appropriate Sales Strategies: ......................................................................... 19

3. Evaluation of Sales Strategy Effectiveness .................................................................... 22

C. Evaluate the advantages and limitations of PepsiCo sales management strategy: ........ 24

IV. Market Segmentation - Target Market - Product Positioning: ........................................... 25

1. Market Segmentation: .................................................................................................... 25

2. Target Market of PepsiCo: ............................................................................................. 26

3. Product Positioning: ....................................................................................................... 27

V. Sales Strategies: ................................................................................................................. 29

1. MARKETING STRATEGY: ......................................................................................... 29

2. PRICING STRATEGY: ................................................................................................. 31

3. DISTRIBUTION CHANNEL STRATEGY:.................................................................. 32

4. FINANCIAL COSTS FOR SALES (2020 – 2023): ...................................................... 33

5. IMPLEMENTATION PLAN (ACTION PLAN): .......................................................... 35

6. RISK MANAGEMENT: ................................................................................................ 38

 7. ADVANTAGES, CHALLENGES, AND OPPORTUNITIES OF PEPSICO FROM
2020 TO 2023: ........................................................................................................................... 40

8. RECOMMENDATIONS: .............................................................................................. 44

VI. CONCLUSION: ................................................................................................................. 46

Table of Figures

Figure 1. Top 10 reputable beverage companies in 2023 .............................................................. 27

Table 1. Selling expenses 2020 - 2023 .......................................................................................... 33

Table 2. Goals for the years 2020 - 2023 ...................................................................................... 36

 INTRODUCTION
For a large and complex corporation like PepsiCo, sales management is not only an important
aspect but also a decisive factor for the company's success and sustainability in today's business
environment. By understanding market needs, developing effective sales strategies, and expanding a
widespread distribution network, PepsiCo has built a robust sales management system, helping
them maintain a leading position in the beverage industry.

In this essay, we will delve into the research and analysis of the methods, strategies, and tools
that PepsiCo employs in sales management. By carefully analyzing factors such as product strategy,
pricing, advertising, and customer care, we will gain an overview of how PepsiCo optimizes its
sales operations to meet market demands and create value for both the company and customers.

Through studying real-world experiments and successful strategies implemented by PepsiCo, we

will draw valuable lessons about sales management in a competitive and ever-changing business
environment. This essay will also address the challenges and opportunities that PepsiCo faces in
maintaining and developing its sales management system in the future.

Let's delve into the world of sales management with PepsiCo, a prime example of innovation and
efficiency in the beverage industry.

We have been assigned the topic of PepsiCo's sales strategy. After a period of research on various
media outlets and guidance from our instructor, we have completed this assignment.
ACKNOWLEDGEMENT
We would like to extend our heartfelt gratitude to PH doctor Hồ Hán Dân, a top-notch educator
and a dedicated mentor in the Sales Management course at UEF University. His guidance and
profound knowledge have enriched our learning journey and made more engaging.

Throughout each class, Dr. Hồ Hán Dân not only shared his expertise but also imparted
invaluable practical experiences from his extensive background in sales management. The examples
and real-life cases he shared helped us understand the fundamental principles and important
strategies in sales management.

Furthermore, Dr. Hồ Hán Dân created an environment for us to freely discuss, ask questions, and
develop ideas creatively. His support and encouragement enabled us to approach and tackle
complex issues in sales management with more confidence.

Lastly, I want to express my deep appreciation to Dr. Hồ Hán Dân for the valuable lessons and
dedicated guidance he has provided to us. The knowledge and experience I have gained from him
will always be a great source of motivation and inspiration for my future career.

We sincerely thank Dr. Hồ Hán Dân once again and hope that he will continue to be a source of
encouragement and support for other UEF students in the upcoming courses.

With profound gratitude

I. Introduction To The Role Of Sales Activities In The Enterprise:
In the business environment of Vietnam, sales activities play an undeniable role in the success of
PepsiCo. With a mission to deliver value to customers through quality products, PepsiCo needs to
build and maintain strong relationships with customers while optimizing the sales process to boost
sales volume. One of the most important roles of sales activities is building relationships with
customers. By interacting directly and providing accurate information about products, PepsiCo can
instill trust and loyalty from customers. Additionally, sales activities help enhance the presence of
products in the market, ensuring that PepsiCo's products are easily accessible and purchasable by
customers. Retail partner management is another important aspect of PepsiCo's sales activities in
Vietnam. Building strong partner relationships and maintaining an efficient distribution system are
crucial factors to ensure that PepsiCo's products are displayed and sold conveniently and
attractively. Lastly, sales activities play a crucial role in driving PepsiCo's sales in Vietnam. By
optimizing the sales process and enhancing access and interaction with customers, PepsiCo can
increase sales volume and revenue growth in this market.

1. The Importance of Effective Sales

In the competitive market landscape of Vietnam, effective sales play an undeniable role in
PepsiCo's business strategy. With a mission to deliver value to customers through quality products,
PepsiCo has identified effective sales as a key factor to ensure success and sustainable growth in
this market. In a competitive market like Vietnam, increasing product visibility is a crucial priority.
By placing products in wide distribution channels and optimizing the sales process, PepsiCo can
ensure that their products are easily and quickly accessed by consumers. Additionally, building
strong relationships with customers is also an important goal for PepsiCo. Sales staff need to have
the ability to interact positively with customers, provide accurate information, and support
customers professionally. This helps build trust and loyalty from customers, thereby maintaining
and developing PepsiCo's customer base. Finally, promoting innovation and product development is
an essential part of PepsiCo's sales strategy. By collecting feedback from customers and analyzing
market trends, PepsiCo can develop new products that align with consumer needs and desires,
thereby maintaining competitiveness and development in the Vietnamese market. In summary,
effective sales is not only a business issue but also an important part of PepsiCo's mission and
vision in Vietnam. It is the key to achieving success and sustainable growth in this promising
market.
 2. Reasons For Choosing Pepsico:

In this essay, we will focus on researching and analyzing the sales strategy of PepsiCo. Our
choice of PepsiCo is not arbitrary but based on several specific and important reasons.

Reasons for Choosing PepsiCo as the Analytical Example:

• Reputation and Scale of PepsiCo: PepsiCo is one of the leading conglomerates in the beverage
and food industry globally, with a strong reputation and large scale. Researching PepsiCo's sales
strategy can provide rich and valuable information and knowledge for the essay.

• Diversity and Variety of Products: PepsiCo has a diverse product portfolio, ranging from non-
alcoholic beverages to food and snacks. This diversity provides many opportunities to study and
analyze different sales strategies applied to each type of product and market.

• Diverse Marketing and Advertising Strategies: PepsiCo often implements diverse and creative
marketing and advertising strategies. Researching these strategies can provide deep insights into
how PepsiCo approaches and interacts with their customers.

• Market Share and Position in the Industry: PepsiCo has a strong position in the beverage and
food industry, with a large market share in many markets worldwide. Researching PepsiCo's sales
strategy can help understand more about why they have achieved this position and how they
maintain and develop it.

• Applicability and Attractiveness of the Topic: Sales strategy is an important area in business
and marketing, and researching a large corporation like PepsiCo can provide valuable knowledge
and experience for practical application.

Conclusion:

For these reasons, we have chosen PepsiCo as the subject of research and evaluation of sales
strategy in this essay. It is hoped that this research will provide a comprehensive understanding and
value in understanding how PepsiCo implements and applies sales strategies in a competitive and
changing business environment.
II. Introduction And Summary Of Pepsico:
PepsiCo, established in 1898, is headquartered in Purchase City, New York, USA. In 1965, Pepsi
merged with Frito-Lay to form the PepsiCo conglomerate. PepsiCo, one of the largest food and
beverage companies in the world, had revenues exceeding $35 billion in 2006. It operates an
extensive distribution network in nearly 200 countries and employs over 185,000 people worldwide.
In the Vietnamese market, Pepsi entered in the 1990s and swiftly dominated by launching a
"discount promotion" strategy, causing smaller beverage companies to struggle. With competitive
pricing and a leading global reputation, Pepsi defeated domestic beverage companies within a
month. PepsiCo International Beverage Company Vietnam was established under Decision No.
291/GP on December 24, 1991, by the State Committee for Cooperation and Investment. It
originated as a joint venture between SP.Co and Macondray Company - Singapore. PepsiCo
Vietnam's products, including Pepsi, 7-Up, Mirinda, Evervest, Sting, Aquafina, and Twister, meet
international standards and satisfy both domestic and export demand. The company is located at:
5th floor, Sheraton Saigon Building, 88 Dong Khoi, District 1, Ho Chi Minh City, Vietnam.

Vision: PepsiCo aspires to be a leading company in the global food and beverage industry,
delivering customer satisfaction and value through quality products and sustainable business
strategies.

Mission: To become a leading consumer goods company, focusing primarily on convenience

foods and beverages. We continually seek to generate healthy financial results for investors, create
opportunities for development, and provide economic benefits to employees, business partners, and
the communities in which we operate. We strive to operate on the basis of honesty, fairness, and
integrity in all our actions.

Core Values: PepsiCo in Vietnam is not only a business entity but also a reliable and responsible
partner in the community. With core values such as quality, innovation, sustainability, respect, and
diversity, PepsiCo has positively impacted the lives of millions of Vietnamese people. High quality
is the top criterion for PepsiCo, adhering to the highest standards of food quality and safety,
ensuring consumer trust. Innovation is the driving force behind PepsiCo's success. In Vietnam, the
company continuously researches and develops new products, while constantly innovating in
formulas and designs to meet the diverse and varied market demands. Sustainability is PepsiCo's
commitment to a sustainable future for both the company and the community. They not only
conserve resources and reduce waste but also support environmental and community protection
programs in Vietnam. Respect and diversity are the foundation of a positive working environment at
PepsiCo. In Vietnam, they create a diverse and professional working environment where every
employee is valued and respected for their diversity and creativity.
 Business Philosophy: PepsiCo's business philosophy in Vietnam is "Performance with Purpose."
This is not only a philosophy but also a comprehensive business mindset, combining profit goals
with social responsibility and sustainability. PepsiCo is committed to achieving the highest business
performance through optimizing operations and resource management intelligently. They focus not
only on increasing sales and profits but also on efficiency and effectiveness in all aspects of
business operations. PepsiCo's purpose is not only to create value for shareholders but also to create
prosperity for both the community and the environment. They are committed to promoting social
activities and environmental protection through programs and activities aimed at improving living
conditions and creating positive changes. PepsiCo encourages innovation and creativity in all
aspects of business operations. From developing new products to improving production and
marketing processes, they continuously strive to meet the diverse market demands and achieve
sustainable development. Respect and unity are important values in PepsiCo's working environment
in Vietnam. They create a positive and diverse working environment where all employees are
evaluated and valued for their diversity and contributions. In summary, PepsiCo's "Performance
with Purpose" business philosophy in Vietnam combines high business performance with social
responsibility, while encouraging innovation and diversity in the workplace. This helps PepsiCo
build a strong brand image and create value for both the business and the community.

Areas of Operation: PepsiCo is a leading conglomerate operating in various sectors in Vietnam,

offering a wide range of diverse products to consumers. In the non-alcoholic beverage sector,
PepsiCo not only provides soft drink brands like Pepsi, 7Up, and Mirinda but also offers fruit juice
products such as Tropicana and Aquafina. Additionally, they contribute to the market with health-
conscious products like Gatorade sports drinks and Sting energy drinks. Moreover, PepsiCo
expands its product portfolio into the food and snack sector. Products such as Lay's chips, Mì Gõ
rice crackers, Cheetos instant noodles, and various cookies have become consumer favorites in
Vietnam. With a vast distribution network and close collaboration with retail partners, PepsiCo
ensures that its products are efficiently distributed and easily accessible from retail stores,
supermarkets to various sales points across Vietnam. In summary, product diversity and strong
presence in the retail market are essential factors that help PepsiCo contribute positively to the
economy and meet the diverse needs of consumers in Vietnam.

Market Share: PepsiCo often competes vigorously with competitors in the industry such as
Coca-Cola and local brands. PepsiCo's market share in Vietnam can be stabilized or increased
through effective marketing and advertising strategies, diverse and market-appropriate product
offerings, as well as good relationships with retail and supermarket partners.
 Industry Position: In the beverage and food industry in Vietnam, PepsiCo has established a
strong and important position. With well-known and extensive brands like Pepsi, 7UP, Mirinda, and
Aquafina, PepsiCo attracts consumer attention and is present in many households and retail outlets
nationwide. PepsiCo's strength lies in its diverse product portfolio, from non-alcoholic beverages to
soft drinks and snacks, creating a competitive advantage in Vietnam's diverse and vibrant market.
PepsiCo's marketing and advertising strategies are also essential in consolidating their position. By
regularly appearing in advertising campaigns linked to cultural and sports events, PepsiCo not only
attracts consumer attention but also builds a positive image and connection with the community.
Furthermore, PepsiCo maintains strong relationships with retail partners and supermarkets in
Vietnam, helping them have a widespread presence in the market and facilitating consumer access
to their products. PepsiCo's influence and position in the beverage and food industry in Vietnam
continue to be strengthened and developed, playing a crucial role in the diversity and richness of
this consumer market.

Conclusion:

PepsiCo is a leading conglomerate in the global food and beverage industry, with a vision to be a
leader in this field. PepsiCo's mission is to provide the world with delicious and nutritious products,
while creating value for the community and the environment, and generating long-term benefits for
shareholders through innovation, creativity, and sustainable development. To fulfill this mission,
PepsiCo is committed to core values such as Diversity, Commitment, Innovation, and Quality. Their
business philosophy is to create value for customers by providing high-quality products and
services while respecting and contributing to the community and the environment. PepsiCo operates
in the sectors of non-alcoholic beverages, food, and snacks, with a diverse product portfolio. With a
large market share in many markets worldwide, PepsiCo plays an important and influential role in
the industry, not only in terms of market share but also in innovation, creativity, and setting new
trends.
III. Content:
A. Bussiness Environment Analysis:

1. Analysis of the Macro Environment:

1.1 Political Factors:

Government Support Policies for the Beverage Industry in Vietnam:

• Favorable tax policies, including tax incentives and reductions for companies operating in the
beverage industry, are implemented to stimulate investment and development.

• The government establishes regulations and standards for production, food safety, and
environmental protection to ensure consumer health.

• Financial support and policies are provided to encourage beverage industry enterprises to invest
in research and development of new products, technologies, and more efficient production
processes.

All of these policies contribute to creating favorable conditions and encouraging the
development of the beverage industry in Vietnam.

Labor laws in the beverage industry, including PepsiCo, typically require compliance with
Vietnam's general labor rules. Some labor law issues that PepsiCo may face include: Occupational
health and safety, working hours, wages, bonus systems, labor contracts, etc. These policies not
only ensure that PepsiCo complies with the law but also create a good working environment for
employees.

1.2 Economic Factors:

Currently, the global economy is trending towards recovery, and the Asia-Pacific region is
predicted to be the fastest-growing economic region in the world. With an average GDP growth rate
of around 5.5% per year.

In the Asia-Pacific region, Vietnam continues to achieve impressive results. Vietnam is one of
the fastest-growing economies in the Asia-Pacific region before the global economic crisis and still
maintains that position even after the crisis due to the Covid pandemic. Especially in 2022, the GDP
growth target was set at 6-6.5%, but the actual growth rate was very high, surpassing 8% for the
first time in decades.

The growth rate of the economy changes annually, leading to increased consumer spending,
making Vietnam a potential market.
 1.3 Social Factors

Vietnam is a country with 54 ethnic groups, each with its own unique cultural identity,
preferences, and needs. Moreover, each region of the country also has different preferences. In
society, there is a clear division of social classes, wealth disparity, and each class has different
desires and needs for products and services. Being a culturally and ethnically diverse nation has
posed a series of opportunities and challenges for businesses that have or are looking to enter the
Vietnamese market.

At PepsiCo Vietnam, the focus is always on developing products for customers. PepsiCo
sponsors charitable funds to gain prominence rather than flashy promotions, sponsoring the national
football team. By tapping into the psyche of the people, PepsiCo easily brings its image closer to
the people of Vietnam.

In European or American countries with industrial working styles, saving time during each meal
is very important. Therefore, fast food and tasty drinks are the optimal solution, creating favorable
conditions for the fast food industry to develop. However, in Asia, especially Vietnam, family meals
are a prominent feature. Therefore, the fast food industry has not been widely developed. However,
in recent years, fast food and carbonated drinks have been more accepted, showing a change in
people's perceptions of this industry.

Pepsi is a product with a medium-low price, making it easier to use. However, it depends on the
level of interest in this product. The taste of Vietnamese consumers differs from that of Westerners.
Vietnamese consumers prefer carbonated drinks with a rich, intense sweetness and a strong
carbonation level that creates a refreshing feeling, while Westerners prefer a milder taste. Pepsi has
met the taste habits of Vietnamese people.

Furthermore, it is necessary to address the increasing focus on consumer health. As people's

incomes become more stable, customers are more concerned about their health. Therefore,
improving products to reduce fat content is an important issue for easier access to customers.
 1.4 Technological Factors

The world is still undergoing a technological revolution, with new technologies emerging and
being integrated into products and services. The emergence of these new technologies and their
integration into products and services will revolutionize product offerings, technology transfers, and
more. Therefore, technology is increasingly becoming a key factor in determining the success or
failure of companies.

PepsiCo is always seeking ways to provide services and information with high quality and
efficiency. Global technological development brings possibilities and solutions for Pepsi's
development. The company is constantly looking for any solutions that can reduce the cost of
delivering products to customers and improve services simultaneously, which is one of its top
priorities.

The scale of technology applied at PepsiCo is immense and continuously evolving. Every
technology deployed and used undergoes rigorous testing and evaluation many times.

1.5 Environmental Factors

Vietnam is relatively favorable for long-term manufacturing and business operations as it is not
prone to many disasters or natural calamities. Located on the Indochinese Peninsula, at the center of
Southeast Asia, Vietnam enjoys convenient transportation with a coastline stretching 3,260 km, not
to mention its islands. Thanks to Vietnam's favorable geographical location, Pepsi can easily trade
with partners nationwide as well as in the region and globally, using both land, sea, and air routes.
However, the considerable North-South distance (1650km) poses challenges in distributing and
supplying products to the Northern market due to transportation costs, product promotion
requirements, necessitating suitable strategies for the company.

Vietnam's climate features tropical monsoons with high average temperatures, leading to a high
demand for refreshments among people throughout the territory, providing PepsiCo with a large
consumer market with a large customer base.

On the other hand, the tropical monsoon climate also provides the company with abundant water
sources and rich natural resources. Additionally, due to the influence of monsoons and the
complexity of the terrain, Vietnam's climate varies greatly between different times of the year and
regions, posing challenges for product research by businesses.

In addition to the above factors, the population also impacts the business environment in
Vietnam:
 According to the latest statistics from the General Department of Population and Family
Planning (Ministry of Health), as of April 8, 2024, Vietnam's population has reached 99.4 million,
ranking 15th in the world. On average, Vietnam's population increases by nearly 1 million people
per year. Population growth rate is an important demographic indicator affecting demand scale. A
large and rapidly growing population creates a large and potential market for many businesses, and
Suntory PepsiCo Vietnam is no exception. With nearly 100 million people and a high population
growth rate, Vietnam is an attractive market for PepsiCo.

Currently, Coca Cola holds an advantage in the Northern market of Vietnam, while PepsiCo has
a slight edge in the South. PepsiCo holds 22.7% of the beverage industry market share in Vietnam.
PepsiCo's direct target customers are young people, so the company often features young people in
its advertising campaigns. Although PepsiCo has recently entered the Vietnamese market, its
products have gained popularity among consumers.

1.6 Legal Factors:

Vietnam's legal system is increasingly improving with more barriers and stricter principles. This
poses greater challenges for the leaders of PepsiCo Vietnam, who must ensure compliance with the
law and the company's development criteria. The investment and business activities of PepsiCo in
Vietnam are increasingly favorable and developing due to Vietnam's relatively stable political
system compared to other countries in the region and the world.
 2. Micro environment Analysis:

2.1 Customers

Since entering the Vietnamese beverage market, PepsiCo has clearly identified its target customers
for Pepsi-Cola, who are aged between 15 and 28. This demographic consists of dynamic teenagers
who enjoy outdoor activities and sports, making PepsiCo's product an effective thirst-quencher and
refresher.

Moreover, young people have a preference for snacking while enjoying beverages, which is a
characteristic that PepsiCo focuses on exploiting. Additionally, Vietnam has a youthful population,
so there is a large customer base in this age group, which is advantageous for PepsiCo's market
penetration. Alongside the primary target audience of teenagers, PepsiCo's products are increasingly
expanding to target younger age groups and older customers above 19. The rationale for selecting
these new customer segments is PepsiCo's understanding of the preference for sweet beverages with
a refreshing fizz among consumers.

However, these two customer segments do not necessarily bring high value. This stems from
parents' concerns about their children becoming obese among those under 15 and worries about
diabetes among customers over 28. Therefore, PepsiCo has researched and produced Pepsi products
with reduced sugar and sugar-free options to meet customer demands. The diverse demands and
pressures from customers require PepsiCo to continually strive for innovation, research, and product
development to meet societal needs.

2.2 Competitors

a. Competing Competitors:

Coca-Cola, a global beverage product, has always maintained a slight edge over PepsiCo. However,
in Vietnam, especially in Ho Chi Minh City, PepsiCo's product consumption is higher. Identifying
its position correctly to set and achieve goals at all costs is one of the things Pepsi always aims for.
The perennial rival of PepsiCo is undoubtedly Coca-Cola. While PepsiCo continually pursues
Coca-Cola globally, in Vietnam, Pepsi leads the way and remains the pioneering force. Therefore,
focusing intensely is essential for PepsiCo to concentrate its financial strength further and compete
with Coca-Cola in the market.

In the market, major competing rivals typically have a network of partners, including suppliers,
distributors, and complementary product manufacturers, which is the source of their strength. By
creating conflicts with their partners, PepsiCo has leveraged to develop and enhance its brand.
 b. Potential Competitors:

The fast food and convenience beverage industry is becoming increasingly attractive as it is easy to
invest in and offers significant profits. However, these competitors face some difficulties, such as
requiring large capital and customer loyalty. Being the first to enter Vietnam and having a long-
standing presence in the market, PepsiCo has gained a significant competitive advantage from key
factors for product manufacturing to input factors for the production process: raw materials, labor,
equipment, and skills. Therefore, PepsiCo can fully trust its competitive advantage. However,
improving its services to retain customers is something PepsiCo always pays attention to.

2.3 Suppliers

PepsiCo currently has numerous suppliers worldwide, such as:

- Mitsui & Co., Ltd. (sugarcane).

- Ingredion Incorporated (corn starch).

- Tate & Lyle (sweeteners).

- Ball Corporation (aluminum cans).

- Owens-Illinois, Inc. (glass bottles).

- Amcor (plastic packaging).

- XPO Logistics (transportation services).

- DHL (warehousing services).

- Nielsen Holdings (market research services).

Despite owning top-notch suppliers worldwide, Pepsi still faces some risks related to its supplier
partners, such as:

- Supply chain disruptions: Inadequate raw materials due to natural disasters, political issues, or
other problems.

- Price increases: Rising raw material prices affecting Pepsi's sales prices or profits.

- Quality: Supplier products failing to meet Pepsi's standards.

To minimize these risks, Pepsi has strict criteria for selecting suppliers, ensuring that they choose
reputable, high-quality partners based on:

- Financial and technical capabilities.

- Product/service quality.
 - Ability to meet Pepsi's needs regarding pricing, delivery times, and delivery services.

Furthermore, to build long-term cooperative relationships with its suppliers, the company
regularly organizes meetings to discuss common issues and find ways to improve operational
efficiency.

2.4 Distribution Channels

PepsiCo has an extensive distribution system along with a dense network of agent distributors in
almost all provinces and cities, especially in southern Vietnam. Besides the Pepsi brand valued in
the billions of USD, the conglomerate also owns many other world-renowned beverage brands such
as Mountain Dew, Mirinda, Aquafina mineral water, or 7UP. PepsiCo operates in about three main
consumer segments: Pepsi cola beverages, restaurant chains like Pizza Hut, Taco Bell, KFC fried
chicken, and snacks.

The beverage segment is the oldest and most extensive consumer segment for PepsiCo's product
portfolio. Pepsi-Cola beverages are produced and marketed for this product portfolio. PepsiCo is the
second-largest beverage company globally, behind Coca-Cola. Pepsi-Cola's labeled products,
including Pepsi for dieters, 7up, and Mountain Dew, have established a standard emotional
connection with customers for the beverage industry through advertising, distribution, marketing,
aiming to expand activities. The distributor's activities for Pepsi are seen as a significant contributor
to driving staggering sales figures.

2.5 Stakeholders

- Government: The Vietnamese government can influence PepsiCo through regulations on

business and investment, taxation, ownership rights, food safety standards, and environmental
issues. These policies and regulations can affect PepsiCo's business operations in the Vietnamese
market.

- Investors: Including foreign and domestic companies, investors play a crucial role in driving
PepsiCo's development by providing the necessary capital for expanding business operations,
upgrading infrastructure, and researching and developing new products. Additionally, PepsiCo may
cooperate with domestic investors to expand its distribution network, brand, etc., enhancing brand
efficiency. In summary, investors' impact on PepsiCo is significant, providing both opportunities
and challenges and playing an essential part in shaping PepsiCo's business strategy.

Community: Positive community perceptions of PepsiCo's products can create a favorable

business environment. Additionally, community support can boost PepsiCo's corporate social
responsibility activities, such as environmental and community programs.
 B. Sales Management Strategy Analysis of PepsiCo

1. Setting Sales Objectives

With the goal of becoming a leading consumer goods company, primarily focusing on beverages,
PepsiCo aims to continuously seek and generate strong financial results for investors, create
development opportunities, and provide economic benefits for employees, business partners, and
the community. Currently, PepsiCo Vietnam's goal is to diversify products and markets, following
the policies of the parent company.

Among the leading non-alcoholic beverage companies in Vietnam, Suntory PepsiCo currently
leads both in revenue and after-tax profits. Specifically, according to the 2022 Vietnam Non-
alcoholic Beverage Market Report published by Vietdata, PepsiCo's revenue has shown a
continuous upward trend from 2020 to 2022. In 2020, the brand's revenue exceeded 17.2 trillion
VND. This number increased slightly by 1% in 2021 and then further increased by 36.3% in 2022,
reaching over 23.7 trillion VND. Regarding after-tax profits, in 2020, after-tax profits reached
nearly 2.5 trillion VND. After-tax profits decreased by 7.8% in 2021. Then, in 2022, it recorded an
additional increase of 37.8% compared to 2021, reaching over 3 trillion VND.

PepsiCo is the second-largest beverage company globally and in Vietnam specifically. In

Vietnam, PepsiCo has a strong presence throughout the southern region, especially in Ho Chi Minh
City. To achieve its goal of becoming a leading company in the industry, PepsiCo continuously
strives to innovate new products and expand its market to the northern region.

2. Choosing Appropriate Sales Strategies:

2.1 Product Strategy:

PepsiCo was established nearly a century ago. Initially, both its sales volume and reputation
lagged behind Coca-Cola. However, within a few decades, PepsiCo rose to the second position,
only behind Coca-Cola. This was the first time since 1988 that Pepsi gained market share from
Coca-Cola. To achieve such success, PepsiCo implemented appropriate product development
strategies. From 1950 to 1955, PepsiCo introduced five crucial policies, two of which were
improving taste and redesigning the glass bottle.

PepsiCo has employed product strategy such as line extensions and brand extensions. With its
flagship product, Pepsi, after its successful launch, PepsiCo researched and introduced a series of
Pepsi-branded products with different ingredients and flavors such as Pepsi Diet, Pepsi Lemon,
Pepsi Blue, etc. However, most of these Pepsi-branded products did not have a significant presence
in the market. Currently, only the flagship product Pepsi remains in the Vietnamese market.
 PepsiCo early on recognized consumers' new demand for purity. When the purified water market
in Vietnam was dominated by Lavie, PepsiCo decided to fill its product line with Aquafina and
quickly achieved success.

Firstly, PepsiCo focuses on product quality. The purity of Aquafina can be perceived by the
naked eye because Aquafina is sourced from underground water, processed through reverse osmosis
and ozone systems. Although produced in Vietnam, Aquafina still meets international quality
standards. Product samples are regularly sent to the US for testing before being launched in the
market. With affordable prices, attractive packaging, Aquafina targeted consumers with moderate
incomes and young people from the outset. Therefore, the brand image of Aquafina has always been
associated with these target groups.

In addition, product lines such as Twister, Mirinda, Sting, etc., launched simultaneously have
now established their own strong presence in the Vietnamese market. Now, when people mention
PepsiCo, they no longer only think of the two familiar products, 7UP and Pepsi. This is the result of
PepsiCo's continuous research and development process.

2.2 Pricing Strategy

While PepsiCo often follows behind Coca-Cola in international markets, it was among the first
foreign beverage brands to make an impact in Vietnam. In the early 1990s, when the Vietnamese
market began to open up, PepsiCo quickly entered the Vietnamese market. At that time, there were
only small, obscure beverage brands in Vietnam with outdated technology and no reputation.
Therefore, upon entering the market, PepsiCo implemented a relatively low pricing strategy for its
new products.

With this strategy, PepsiCo quickly achieved its goal of penetrating the Vietnamese market and
attracted a large number of consumers. Just one month after its launch, other competing brands
were swiftly defeated. By the end of the 1990s, Coca-Cola entered the Vietnamese market.
Although it also quickly applied a low-price strategy to compete with Pepsi, PepsiCo's advantage of
being first and Vietnam's legal restrictions on price competition gave it the upper hand in market
share.

After establishing a presence in the market, PepsiCo continued to implement various pricing
strategies to drive sales, increase profits, and consolidate its position against competition from many
other brands. These strategies included cash rebate policies, quantity discount policies, etc.

In addition to the aforementioned strategies, the company also implemented product differentiation
pricing. To meet the increasingly diverse needs of consumers and enhance competitiveness, Pepsi
continuously researched and introduced various products to the market. Corresponding to each
product line were accompanying price levels.

2.3 Distribution Strategy

Today, most businesses distribute their products to consumers through distribution intermediaries
for various reasons such as financial constraints and cost savings. Pepsi is no exception. Despite
being a giant in the beverage industry with significant financial strength, PepsiCo does not directly
deliver its products to consumers but has built a distribution channel system.

The main distribution channel organized by PepsiCo is:

Traditional marketing channels: Products are delivered to consumers through intermediaries such
as wholesalers and retailers because consumers often choose to buy beverages at easily accessible,
convenient locations that require less waiting time with small quantities and no need for support
services, while organizations and agents often purchase in large quantities, need transportation time,
and require support services.

PepsiCo has built an extensive distribution network nationwide to reduce unintended damages
such as breakage during transportation. It also creates a familiar image with customers and does not
incur high transportation costs despite the initially large construction costs.

In its distribution channel management strategy, PepsiCo managers are very interested in
motivating intermediaries. This is a very strategic move as it fosters long-term relationships
between manufacturers and distributors.

Furthermore, PepsiCo also utilizes the tied distribution strategy:

By partnering with fast-food chains like KFC, Pizza Hut, etc., it means that customers visiting these
outlets will only be served Pepsi.

With these distribution strategies, PepsiCo has expanded its market nationwide, especially in
southern Vietnam, contributing to achieving its initial goal of becoming a leading consumer goods
company.

2.4 Sales Promotion Strategy

Currently, there are various means that businesses can choose to advertise, and PepsiCo has
implemented and applied most of these advertising channels for its products. However, in recent
years, PepsiCo's advertising strategy in Vietnam has particularly focused on two advertising
channels: electronic media and outdoor advertising.

Pepsi's advertising quickly achieved effectiveness by consistently collaborating with famous

music and football stars such as Messi, Suboi, Dong Nhi, Ong Cao Thang, etc.
 Pepsi has carried out many brand promotion campaigns through public relations activities such
as press releases, event organization, and charitable activities like the "PepsiCo Vietnam and friends
unite for the community" program, "Battle of Hugs," "Free Pepsi drinks," etc.

Moreover, in its continuous marketing process, PepsiCo has often engaged in showdowns with
its main competitor, Coca-Cola. The marketing battle between these two giants in the beverage
industry has not yet reached a conclusion.

Promotions are seen as one of the key strategies for PepsiCo to maintain its brand image. Pepsi is
famous for providing customers with discount codes for bulk orders. Additionally, based on the
scale of orders and payment methods, the company also offers many discount incentives to its
distributors. If a distributor places a large order and the payment method is accepted by Pepsi,
significant discounts are given. This helps both customers and the distribution system to be
motivated to purchase from the company.

3. Evaluation of Sales Strategy Effectiveness

3.1 Regarding the product strategy:

Firstly, through continuous efforts in innovation and creativity, PepsiCo has steadily caught up
with and surpassed Coca-Cola, as well as outperformed other competitors in the race for market
share.

To compete with Coca-Cola, PepsiCo expanded its business activities into three main consumer
segments:

- Soft drinks.
- Restaurant chains.
- Snacks.

The business efficiency has significantly increased, not only surpassing Coca-Cola in revenue
but also increasing the profit margin considerably.

Secondly, PepsiCo recognized its strengths and chose the appropriate playing field. It not only
provided new products and services but also focused on health solutions. To implement this model,
PepsiCo concentrated on developing and consuming products beneficial to health such as Tropicana
and Quaker, instead of the fast food products like Pepsi and Frito Lay.

By transforming its fast food model into health-oriented food, PepsiCo promises to bring a new
potential market in the future. This is considered a major success of PepsiCo in achieving its goals.
 3.2 Regarding the communication strategy:

PepsiCo has successfully built its image as an energetic and vibrant brand. Continuous
comparisons with rival Coca-Cola create a contrasting effect. Through such promotion, it indirectly
makes Coca-Cola's image seem outdated. This reaffirms PepsiCo's position and image.
Continuously associating its image with young singers and artists makes PepsiCo appear more
approachable and youthful. Thus, PepsiCo gradually becomes strong and gains the position it holds
today.
 C. Evaluate the advantages and limitations of PepsiCo sales management
strategy:

Advantages:

Pioneering into the Vietnamese Market: PepsiCo was one of the first companies to import
beverage products into Vietnam, even before its competitor Coca-Cola.

Product Diversity: PepsiCo's products are diverse and extensive in variety, including teas, soft
drinks, energy drinks, snacks, etc. This ensures suitability for the diverse needs of consumers.

Wide Distribution Channels: PepsiCo utilizes a wide range of distribution channels to reach
consumers, including convenience stores, supermarkets, large retail chains, restaurants, online sales,
and holds exclusive partnerships with fast-food chains like KFC, Pizza Hut, and others.

Research and Development Capability: PepsiCo consistently conducts research and development
to introduce various products to meet the needs of different customer segments.

Effective Marketing and Business Strategies: PepsiCo demonstrates the ability to develop
effective marketing and business strategies utilizing existing policies and resources.

Long-standing, Trustworthy Brand: PepsiCo is a long-standing brand with a high level of trust
and reliability, consistently ranked among the top reputable businesses in Vietnam.

Limitations:

Products Without Pepsi Branding: Some PepsiCo products do not bear the Pepsi brand name,
leading to lower recognition among consumers.

High Advertising and Marketing Costs: The advertising and marketing costs for PepsiCo are
high, which may impact profitability.

Unsuccessful Products: While PepsiCo offers many products, only a few of them are successful,
with others appearing briefly in the market before disappearing.

Main Market Share in Southern Vietnam: Although PepsiCo is present nationwide in Vietnam, its
main market share is still concentrated in the southern region, which could pose challenges for
market expansion efforts.
IV. Market Segmentation - Target Market - Product Positioning:

1. Market Segmentation:

PepsiCo operates in three target market segments: Beverages, Restaurants, and Snacks. Among
these, the beverage segment is the longest-standing focus of the corporation. PepsiCo's beverage
company produces and introduces various types of beverages to the market, including Pepsi Cola,
Revive mineral water with salt minerals, Sting Sleek energy drinks, etc.

1.1 Geographic Segmentation:

For PepsiCo's beverage products, the primary focus is on regions with hot and humid climates
year-round. Initially, PepsiCo aimed to target all three regions of Vietnam—North, Central, and
South—to increase production capacity and expand its product portfolio. In each region, PepsiCo
offers different products to suit the preferences of the customers. However, PepsiCo pays more
attention to the southern region due to:

The preference of people in the South for sweeter drinks due to the hot climate, which makes
carbonated drinks more refreshing and appealing.

Packaging of PepsiCo's beverage products is designed to appeal to the tastes of consumers in the
South, with vibrant colors that attract customers.

1.2 Demographic Segmentation:

Currently, the age group from 15 to 59 years old accounts for 62.2% in 2023, making it the most
populous demographic segment in Vietnam. Recognizing this opportunity, PepsiCo has introduced
various products targeting young consumers. PepsiCo offers a diverse range of products at different
price points, ranging from 10,000 VND to 12,000 VND, catering to all income levels from low to
high. Consequently, PepsiCo has been highly successful in capturing the youth market. The
company primarily targets both genders, but males tend to consume more PepsiCo products due to
their preference for the flavors offered by PepsiCo.

1.3 Psychographic Segmentation:

PepsiCo targets customers with fast-paced lifestyles who enjoy sweet drinks to alleviate stress or
quench their thirst during busy workdays. Moreover, PepsiCo also targets health-conscious
customers who engage in daily physical activities and seek convenient options to satisfy their
craving for sweetness.
 1.4 Behavioral Segmentation:

Most customers purchase PepsiCo products to fulfill their daily hydration needs or to accompany
fast food meals. Additionally, PepsiCo products are also used during holidays, festivals, birthdays,
etc. PepsiCo divides its customers into several segments based on their consumption behavior,
including:

Loyal Customers: These are regular PepsiCo consumers who prefer PepsiCo products over other
brands and may be rewarded through membership programs or special promotions.

Considering Customers: This group may have used PepsiCo products in the past but are now
considering other options. PepsiCo may focus on marketing and advertising strategies to re-engage
this group.

Health-conscious Lifestyle Customers: This segment is crucial for PepsiCo, especially with the
increasing demand for healthy food and beverages. PepsiCo can develop and promote healthier
products to attract this group.

Price-sensitive Customers: This segment prioritizes value and affordability when making
purchases. PepsiCo can offer high-value products or discounts to attract this group.

2. Target Market of PepsiCo:

Since 1958, PepsiCo has increasingly focused on targeting the youth market. With the slogan
"More in tune with a Pepsi," the company's first advertising theme aimed at the youth. Starting from
1961, the difference between "now" and "young" was combined to create the theme "Now is Pepsi.
For those who still feel young." This theme brought a fresh breeze with the idea of youthfulness as a
state of mind rather than being tied to age, a strategy perfectly suited to a brand that had been
around for over 60 years and resonated in the following decades. Additionally, there are some
important target markets that PepsiCo specifically focuses on:

PepsiCo targets consumers who love soft drinks and non-alcoholic beverages, mainly young and
dynamic individuals for its soft drink products.

For popcorn and snack products, PepsiCo primarily targets younger customers such as children,
teenagers, etc., to meet the snacking needs of young customers.

PepsiCo also targets sports enthusiasts who need energy supplements through its energy drink
products.

With these objectives, PepsiCo has consistently had targeted strategies to meet the needs of
young, dynamic customers. From then until today, PepsiCo has maintained this goal, constantly
innovating to keep up with trends and satisfy consumer demands, especially targeting the younger
demographic, even as the company expands into other areas. As predicted, PepsiCo has not only
been successful with its existing products, but also continues to retain loyal customers and reach out
to new ones with the introduction of new products.

3. Product Positioning:

Figure 1. Top 10 reputable beverage companies in 2023

According to statistics, Suntory PepsiCo Vietnam has received numerous international and
domestic awards, recognizing the company's sustainable development efforts. Particularly, the
company has continuously been awarded the title of "Top 1 Most Reputable Beverage Company in
Vietnam" (from 2017 to 2023) in the non-alcoholic beverage category, according to Vietnam
Report's rankings, based on criteria such as financial capacity, media reputation, and expert
evaluations. Suntory PepsiCo Vietnam has surpassed competitors with larger market shares in the
beverage category, such as Coca-Cola Vietnam and Trung Nguyen Legend, demonstrating
PepsiCo's highly effective strategies and successful outcomes over the years.

The foundation of Suntory PepsiCo's success lies in the collaboration of two renowned
corporations, Suntory (Japan) and PepsiCo (USA). Originating from a family-owned business,
Suntory has grown into a world-renowned consumer goods company with a diverse beverage
portfolio. The company has skillfully combined Japanese brewing techniques and consumer
preferences to create unique products. Meanwhile, PepsiCo's food and beverage expertise,
accumulated over decades, continuously expands the market through the joint venture with Suntory
PepsiCo.

Suntory PepsiCo's development strategy emphasizes sustainable development over nearly 30

years of operation in Vietnam. The company continuously introduces many low-sugar products such
as Pepsi Zero Sugar, Revive Zero Calorie, and Sting. Additionally, the company has improved its
production formula to offer healthier beverage options such as 7Up with added fiber for digestive
support, Sugar-Free Oolong Tea, etc., to better suit current consumer preferences. Besides these
products, PepsiCo has also launched Pepsi cola drinks. Despite being launched 13 years after Coca-
Cola, Pepsi cola beverages are still welcomed worldwide. This type of drink has a mild sweetness,
providing a refreshing feeling after strenuous activities on hot summer days. To meet the demands
of customers in general and Vietnam in particular, PepsiCo diversifies its product packaging from
glass bottles to cans and plastic bottles with various volumes. This product is also the one that
builds the brand and brings in a huge revenue of over $20 billion annually (accounting for 1/5 of the
company's total revenue) for PepsiCo.
V. Sales Strategies:
1. MARKETING STRATEGY:

1.1 Brand Positioning Strategy:

When it comes to the beverage industry, most consumers will often recall the name
Coca-Cola due to its leadership position in the market. However, Pepsi, despite being a later
entrant, has strategically positioned itself through highly intelligent branding efforts.

Pepsi's brand positioning strategy revolves around building a youthful image with a
very fresh and dynamic message: "Live for now." What's special about the brand is its clear
identification of target customers, primarily focusing on the youth demographic, who enjoy
new experiences and live life to the fullest. Pepsi positions its brand with a youthful,
energetic style, and it's evident that this strategy has been successful.

PepsiCo constantly innovates and develops in line with current trends, which is a key
highlight that helps Pepsi maintain a strong position in consumers' minds due to the diversity
in its product portfolio. From new, flavorful tastes to eye-catching, creative designs,
innovation is now embedded in Pepsi's marketing strategy.

The youthful positioning aligns well with the current trends among the youth
demographic. Furthermore, Pepsi's products are also geared towards being more nutritious for
consumer health, such as sugar-free options, zero-calorie drinks, or herbal fruit-flavored
beverages.

1.2 Business Strategy, Digital Marketing:

Pepsi's marketing strategy to attract customers focuses on digital marketing. PepsiCo

heavily invests in digital marketing activities to develop its brand in the market and drive
more sales through digital marketing campaigns. According to Pepsi's annual reports, they
increased their global marketing and advertising budget by over 12% for 2020.

With the rise of social media and digital platforms, Pepsi has invested its budget in
deploying social media marketing campaigns. Some notable social media advertising
campaigns by Pepsi include: "Pepsi #Summergram," "Open up summer," "Pepsi brings Tet
home," etc.

Since the trend of social media emerged, Pepsi has begun connecting with their
customers through real-time advertising campaigns. This has helped Pepsi connect with
millions of people worldwide simultaneously, quickly and conveniently. Pepsi is also more
conscious of its product quality and customer service because they realize that negative
comments and news can easily spread on social media and reach millions of people in a short
period.

1.3 Multi-Channel Advertising Strategy

Investing in appropriate channels is also an effective marketing strategy of Pepsi. In

addition to leveraging social media and fan pages, Pepsi also invests in advertising campaigns
on TV, placing banners and outdoor billboards to reach and attract customers, thereby
increasing brand recognition.

Pepsi organizes promotional activities, social activities, hosts events of all sizes related to
music, sponsors major television programs, and uses social media to bring the brand closer to
customers.

Some successful TV advertising campaigns by Pepsi include the "Pepsi brings Tet home"
campaign that ended in 2021. The story of returning home for Tet is an insight that most
brands leverage for campaigns during Tet holidays. However, for Pepsi, it's not just a simple
campaign with communication purposes; behind it is a real action, an emotional experience
with the special "Bringing Tet home" flight. With this campaign, over 1,000 round-trip air
tickets and 2,000 round-trip car tickets, along with meaningful gifts, were given to over 3,000
students, workers, and laborers working far from home, who have difficult circumstances and
cannot afford to go home for Tet with their families. Through this highly meaningful
campaign, Pepsi succeeded in making customers trust the brand more and turned customers
into long-term supporters of the brand.

1.4 Influencer Marketing Strategy:

In addition to promotional campaigns, PepsiCo also engages in partnership programs and

strategies with prominent brand ambassadors in the market, such as collaborating with
various popular music groups and singers to advertise the brand.

On September 12, 2020, BlackPink, one of the leading music groups in Asia, officially
became the spokespersons for Pepsi when the new product Pepsi Zero Cal Lemon was
launched. The four members will accompany Pepsi, the new generation of Pepsi Cola, Zero
Cal, spreading the voice of the youth - "Dare to Say No," encouraging the "Gen Z" generation
to overcome all limits, inspiring them to live fully for their passions and be true to
themselves. This KOL (Key Opinion Leader) campaign for brand advertising and PR of Pepsi
is considered quite successful, as the sales of products featuring this music group surged
dramatically within a short period.

Moreover, Pepsi is also the main sponsor of Rap Viet - the hottest music show currently.
Through the program, Pepsi has successfully improved brand recognition and attracted
customers to experience the product by having the judges in the program enjoy Pepsi cans on
television.

2. PRICING STRATEGY:

PepsiCo has priced its products through several key strategies from 2020 to the present:

Market Penetration Pricing: Unlike low pricing strategies to penetrate the market, Pepsi
has chosen a relatively low pricing strategy for new products to attract a large number of
customers and achieve a large market share. They regularly compare their prices with those
of competitive rivals to ensure that the prices of PepsiCo's product lines remain competitive.

Discount Pricing: PepsiCo adjusts prices to provide discounts to customers such as

distributors, intermediaries who are capable of paying in advance or purchasing in large
quantities. There are also hefty bonuses for distributors who exceed sales expectations
significantly to drive sales volume in this business strategy. This demonstrates
competitiveness against competitors in the same industry, ensuring that PepsiCo's products
are always at the forefront of distributors' preferences.

Differentiated Pricing by Product Type: Pepsi's product varieties are priced differently and
proportionally to the respective production costs of each product type. PepsiCo segments the
market into different segments based on income, lifestyle, and preferences to apply
appropriate pricing levels. For example, PepsiCo offers low-priced products like Pepsi Max,
Sting, 7 Up for the mass market segment and premium products like PepsiCo Zero Sugar,
Tropicana Twister for the upscale segment.

In general, PepsiCo's pricing strategy in the Vietnamese market is flexible and regularly
adjusted to fit the market and meet customer needs at each time, especially through each
product lifecycle phase.
 3. DISTRIBUTION CHANNEL STRATEGY:

PepsiCo's management always pays attention to intermediaries, attracting the interest of

many distributors to expand the business's sales opportunities, ensuring access to a wide
range of customers nationwide. For the Vietnamese market, Pepsi's marketing strategy has
chosen to utilize intermediaries such as supermarkets, convenience stores, etc., to deliver the
company's products to consumers. Additionally, the brand applies horizontal distribution
strategies. Pepsi collaborates with fast-food restaurants like KFC, Texas, Pizza Hut, etc., so
customers can recognize the products while enjoying their meals.

3.1 Distribution Channel Design:

Analyzing customer requirements for service assurance during the sales process for
distributors and intermediaries.

Clear and consistent implementation of distribution channel objectives and policies during
the sales process.

Develop primary business plans for distribution channels, maintain and develop channels
to achieve targets set for each region.

3.2 Distribution Channel Management:

a. Direct Distribution: PepsiCo directly distributes products to large retailers,

supermarkets, convenience stores, etc. This method helps PepsiCo control prices and product
quality effectively, while enhancing customer access.

b. Distribution through Distributors: PepsiCo collaborates with distribution agents to

deliver products to remote and distant areas. Distributors are responsible for transportation,
storage, and sales to small retailers.

c. Distribution through Online Sales Channels: PepsiCo sells products online through
websites and e-commerce platforms. The online sales channel helps PepsiCo quickly and
conveniently reach customers, facilitating the exchange of product information to customers
as efficiently as possible.
 4. FINANCIAL COSTS FOR SALES (2020 – 2023):

Selling
Year Revenue Selling expenses expenses/Revenue
ratio

2020 17.200 billion VND 3.886 billion VND 22,6%

2021 20.800 billion VND 4200 billion VND 20,2%

2022 23.700 billion VND 4.500 billion VND 19,0%

24.885 (script 1) 4.770 (script 1) 19,2% (script 1)

2023
22.815 (script 2) 4.320 (script 2) 18,9% (script 2)

Table 1. Selling expenses 2020 - 2023

As the table above shows, the financial expenses for sales of PepsiCo in Vietnam have
shown an increasing trend from 2020 to 2023. There are several reasons leading to the
increase in sales expenses for Suntory PepsiCo from 2020 to 2023, with the most evident
being the rise in revenue. PepsiCo's revenue increased from 17,200 billion VND in 2020 to
23,700 billion VND in 2022. This increase in revenue led to a corresponding increase in sales
expenses. Alongside this revenue growth is the essential need to enhance and upgrade sales
and marketing strategies. PepsiCo has indeed invested more in sales and marketing activities
during this period. For instance, by intensifying advertising and marketing efforts across
various channels such as television, print media, social media, etc. PepsiCo has also
organized numerous promotional programs to attract customers. Additionally, PepsiCo
expanded its distribution channels to reach more customers. Accompanying these factors is
the fluctuation of exchange rates between the Vietnamese dong and other currencies, which
may impact PepsiCo's sales expenses when accounted for in other currencies. Furthermore,
the rising prices of raw materials may compel PepsiCo to increase product prices, leading to
reduced consumer demand and higher sales expenses. Lastly, the current economic situation,
with increasing inflation, may contribute to higher operating costs for Suntory PepsiCo,
including sales expenses. Other factors that may affect PepsiCo's sales expenses include
heightened competition, an increasingly competitive beverage market necessitating PepsiCo
to increase sales expenses to maintain market share, and changing consumer habits prompting
PepsiCo to adjust its sales and marketing strategies, resulting in increased sales expenses.

Conclusion:

The increase in sales expenses for Suntory PepsiCo from 2020 to 2023 stems from various
factors, including revenue growth, changes in sales and marketing strategies, exchange rate
fluctuations, rising raw material prices, increasing inflation, heightened competition, and
evolving consumer habits.

Comments:

The sales expenses-to-revenue ratio of Suntory PepsiCo shows a decreasing trend from
2020 to 2023. This indicates that the company has utilized sales expenses more efficiently
during this period. However, this ratio is expected to slightly increase in 2023. The reason
could be that the company continues to invest in sales and marketing activities to sustain
revenue growth.

Evaluation:

The level of sales expenses for PepsiCo in Vietnam is relatively high compared to other
companies in the same industry. PepsiCo needs to continue implementing cost control
measures for sales expenses to enhance business operations' efficiency. Overall, the sales
expenses of Suntory PepsiCo are deemed reasonable concerning the company's revenue and
profit. The company has made efforts to utilize sales expenses effectively. However, the
company needs to continue monitoring and tightly controlling sales expenses to ensure
operational efficiency.
 5. IMPLEMENTATION PLAN (ACTION PLAN):

PepsiCo's implementation plan from 2020 to 2023 involved several crucial initiatives,
including:

1. Strengthening investment in core products: PepsiCo focused on developing and

improving core products, which are the primary profit drivers in the enterprise, such as
Pepsi, Mirinda, 7 Up, Sting, Lipton, etc. The company also invested in expanding
distribution channels and enhancing sales activities and high-discount business policies
for these products upon achieving certain quantities for distribution channels.
2. Developing new products: PepsiCo continuously introduced new products to meet the
diverse needs of consumers. Recently, the company has launched several new products
such as Pepsi Zero Calo, Mirinda Mix-it, Lipton Matcha, etc.
3. Market expansion: PepsiCo concentrated on expanding into new markets such as rural
areas and new provinces and cities in Vietnam. The company also ramped up exports to
neighboring countries like Laos, Cambodia, and Myanmar.
4. Investment in production: PepsiCo invested in constructing new factories and
upgrading existing ones to increase production capacity. The company also
implemented advanced technologies in production to enhance product quality.
5. Sustainable development: PepsiCo committed to sustainable development and
environmental protection. The company implemented various programs such as
efficient energy usage, plastic waste reduction, utilization of materials made from
biodegradable and environmentally friendly items, and recycling materials.

Comparison of PepsiCo's implementation plan from 2020 to 2023:

Similarities:

Focus on core products: Suntory PepsiCo continued to invest in the development and
improvement of core products such as Pepsi, Mirinda, 7 Up, Sting, Lipton, etc. Additionally,
the goal of expanding into new markets such as rural areas and new provinces/cities was
maintained.

Investment in production: PepsiCo continued to invest in building new factories and

upgrading existing ones to increase production capacity.

Sustainable development commitment: PepsiCo's commitment to sustainable development

and environmental protection remained a priority for the company.
 These actions were pivotal in driving PepsiCo's growth and ensuring its long-term
sustainability within the Vietnamese market.

Differences:

Table 2. Goals for the years 2020 - 2023

Goals 2020 2021 2022 2023

Diversify
product Develop
Focus on portfolio with Focus on products that meet
new products in new products in healthy products diverse consumer
New product
traditional new segments that use natural needs, including
development:
beverage such as ingredients and products suitable
segments. functional are low in sugar. for vegetarians,
drinks, milk tea, dieters, athletes,
bottled coffee, etc.
etc.

Focus on Strengthen Strengthen the

Strengthen
traditional the development development of
cooperation with
distribution of online direct-to-consumer
Distribution online retailers
channels such distribution (D2C) distribution
channel: and develop
as grocery channels and channels and build
omnichannel sales
stores and modern sales e-commerce (e-
models.
supermarkets. channels. commerce)

Increase
Increase the
Focus on personalization of Increase the use
use of online
traditional customer of influencer
Sales and communication
advertising experience and marketing, social
marketing channels such as
activities such use data to commerce and
activities: social networks
as TVC and optimize livestreaming
and influencer
newspapers. operational technologies.
marketing.
efficiency.

Apply Increase the

Apply artificial application of
Apply advanced
intelligence (AI) automation and
advanced technologies to
Technology and blockchain to robotics
technologies to management,
supply chains and technology in
production. sales and
production. production and
marketing.
operational
 activities.

Conclusion:

PepsiCo's revenue showed steady growth from 2020 to 2023. The company expanded into
new markets and increased market share in certain product segments. PepsiCo has also been
highly regarded for its sustainable development activities. In the foreseeable future, Suntory
PepsiCo is expected to continue implementing these implementation plans to maintain
growth momentum and solidify its position in the market.

Here are some specific examples of PepsiCo's sales strategy implementation plans in
Vietnam:

In 2020: PepsiCo launched Pepsi Max lemon flavor to meet the demand of customers
looking for carbonated drinks with less sugar.

In 2021: PepsiCo collaborated with e-commerce platforms such as Shopee, Lazada, Tiki to
sell products online.

In 2022: PepsiCo sponsored the Vietnam National Football Championship (V-League) to

promote the brand.

In 2023: PepsiCo plans to introduce a new beverage product for children.

PepsiCo will continue to implement effective strategies to maintain its leading position in
the Vietnamese market.
 6. RISK MANAGEMENT:

PepsiCo applies an effective risk management system to ensure the smooth operation of
the company and achieve its goals. Here are some key risks that PepsiCo has faced and
corresponding risk management measures during the period of 2020 - 2023.

First and foremost is the inherent business risk of competition, including competitors such
as Coca-Cola, Suntory, Tribeco, etc., who may intensify marketing activities, reduce product
prices, or launch new products to attract customers. To address this risk, PepsiCo focuses on
developing new products, improving product quality, and enhancing marketing activities to
maintain market share. The company also closely monitors the activities of competitors to be
able to react promptly.

Next is the economic risk, where fluctuations in exchange rates, inflation, or economic
downturns may affect PepsiCo's revenue and profit. The accompanying measure is for
PepsiCo to use hedging tools to minimize exchange rate risks. The company also has
contingency plans to cope with difficult economic situations.

Associated with these risks is the supply chain risk, where disruptions in the supply chain
due to natural disasters, epidemics, or political instability may affect PepsiCo's ability to
supply products. The response measure for this risk is for PepsiCo to diversify its supply
chain to minimize the risk of supply chain disruptions. The company also needs contingency
plans to deal with unexpected situations.

Another risk that PepsiCo may encounter in its operations is legal risk. Changes in laws or
regulations may affect PepsiCo's business operations, requiring the company to constantly
monitor and update legal changes. The company also needs a team of professional lawyers to
advise and support business activities.

Lastly, an important aspect is the risk to brand image, where negative events or
misinformation may affect PepsiCo's brand image. PepsiCo must build and maintain a
reputable brand image, have communication plans to respond to negative events, and
misinformation.

Results: Thanks to the application of an effective risk management system, PepsiCo has
minimized risks and ensured the smooth operation of the company, avoiding the need to cut
existing resources to maintain operations during the period of 2020 - 2023.
 Here are some specific examples of PepsiCo's risk management activities in Vietnam:

In 2020: PepsiCo used hedging tools to minimize exchange rate risks due to the impact of
the COVID-19 pandemic. At the same time, the company increased discount policies for
products to provide large quantities for storage during long-term isolation periods in Vietnam.

In 2021: PepsiCo diversified its supply chain to minimize the risk of supply chain
disruptions due to COVID-19 lockdown measures. The company implemented policies to
facilitate buying and selling for distributors, meeting large consumer demand during the
pandemic.

In 2022: PepsiCo developed a communication plan to respond to misinformation about the

company's products. Maintaining the brand image built over the years, affirming the
company's commitment to loyal customers regarding product rights.

In 2023: PepsiCo plans to increase investment in risk management systems to enhance risk
management efficiency. Utilizing existing resources such as human resources and investing in
additional machinery and tools to support risk management of internal and external threats.

PepsiCo will continue to apply the risk management system in the coming years to
maintain effective management processes, ensuring the sustainable development of the
company in the present and future.
7. ADVANTAGES, CHALLENGES, AND OPPORTUNITIES OF PEPSICO FROM
2020 TO 2023:

7.1 Advantages of PepsiCo from 2020 to 2023:

Overall Evaluation: PepsiCo has increased its market share in the beverage sector in
Vietnam from 18% in 2020 to 22% in 2023. PepsiCo Vietnam, a subsidiary of PepsiCo,
achieved revenue of 14.3 trillion VND in 2022, a 14% increase compared to 2021. By
capturing market trends, PepsiCo has introduced many new products to meet market demand,
such as Pepsi Max, Strawberry Sting, Watermelon Mirinda, 7 Up Mojito, etc. Introducing
health-conscious products such as Tropicana fruit juice, Lipton herbal tea, Aquafina mineral
water. PepsiCo has also achieved many successes in enhancing marketing and advertising,
implementing high-impact advertising campaigns that have attracted consumer attention.
Along with the entertainment needs of Vietnamese people, PepsiCo has increased
sponsorship for sports, entertainment, and cultural activities. Successfully optimizing
production processes, reducing costs, and improving efficiency. Applying advanced
technologies in production and management. With a commitment to sustainable development,
such as the commitment to using 100% recyclable or biodegradable packaging by 2025.
Engaging in environmental and community protection activities. Additionally, other factors
that have significantly contributed to PepsiCo's success in the 2020-2023 period include
Vietnam's stable economic growth, an increasing middle class, and the growing demand for
beverage products.

7.2 Advantages of PepsiCo Compared to Competitors from 2020 to 2023:

First and foremost is having a strong brand. PepsiCo is a long-standing and reputable
brand trusted by many Vietnamese consumers. Owning famous subsidiary brands such as
Pepsi, Sting, Mirinda, 7 Up, etc. Famous for creative and effective marketing campaigns.
Following that is the widespread distribution network across the country, making products
easily accessible to consumers, cooperating with many large and reputable distributors.
Applying a modern distribution management system to optimize operations. Another factor
that has created one of PepsiCo's advantages and benefits is its strong financial capability,
allowing the company to invest in research and development, marketing, and advertising.
Applying advanced technologies in production, helping to reduce costs and improve product
quality, giving products a competitive edge over competing brands. Additionally, PepsiCo has
the ability to implement extensive and effective marketing strategies due to its strong
financial resources. PepsiCo has also offered a variety of different beverages, meeting the
diverse needs of consumers, and to meet these demands, they have continuously launched
new products, aligned with market trends, developed products beneficial to health, and met
the increasing needs of consumers.

Comparison with competing competitors, Coca-Cola has a larger market share than
PepsiCo, but they are gradually narrowing the gap. Next is TH True Milk, famous for its
dairy products, but PepsiCo has competed strongly in the beverage segment. Similarly,
Vinamilk competes with Pepsi in the beverage segment. In conclusion, PepsiCo has many
advantages to compete with rivals in the beverage industry. With effective development
strategies, PepsiCo can continue to increase its market share and maintain its leading position
in the years to come.

7.3 Advantages from the External Environment of PepsiCo from 2020 to 2023:

The increasing demand for beverage consumption during the period from 2020 to 2023,
especially during the Covid-19 pandemic, and the prominent market is in urban areas. In the
beverage segments, the demand for consumption of products beneficial to health has also
increased, and the demand for convenient, easy-to-use products has also increased. In an
increasingly modern society and the need for convenience, the development of online sales
channels has helped PepsiCo reach more customers, and online sales channels have also
helped reduce distribution and sales costs. One of the advantages of direct selling is that
PepsiCo has effectively collected customer data. Vietnam's economy is developing, per capita
income is increasing, helping consumers afford higher-priced beverage products, leading to
revenue and profit growth. Vietnam's economy has also deeply integrated into the world,
making it easier for PepsiCo to access international markets. The policies of the Vietnamese
government have also encouraged the development of the food and beverage industry, and the
Vietnamese government has many policies to attract foreign investment. To support the
development of businesses, the Vietnamese government has also participated in many free
trade agreements, thereby helping PepsiCo export products to international markets more
easily, and free trade agreements help PepsiCo import production materials at lower prices.
Additionally, PepsiCo has other advantages from the external environment, such as climate
change increasing the demand for beverages due to hot weather.

In conclusion, PepsiCo has many advantages from the external environment that help the
company have strong development opportunities in the future through the 2020-2023 period.
To take advantage of these benefits, PepsiCo needs to have appropriate and effective
development strategies.

7.4 Challenges of PepsiCo from 2020 to 2023:

a. General Evaluation:

Firstly, the global event that significantly affected PepsiCo's operations was the Covid-19
pandemic. The Covid-19 outbreak severely impacted PepsiCo's business activities, including
supply chain disruptions, production, and distribution disruptions, and reduced consumer
demand due to tightened spending. Restrictions on movement affected sales and marketing
activities.

PepsiCo's Response to the Covid-19 Pandemic: To address this, PepsiCo ensured the
safety of its employees, supported remote work, and provided healthcare services for
employees. PepsiCo also maintained business operations by increasing production of
essential products such as beverages and packaged foods, developing online sales channels,
and enhancing cooperation with distributors. One of the challenges beyond PepsiCo's control
is climate change. Climate change affects water supply, leading to increased production costs
and potential changes in beverage consumption patterns due to its impact. Additionally,
changing consumer habits, with consumers increasingly opting for healthier products over
carbonated beverages, pose challenges to PepsiCo. The Vietnamese beverage market is highly
competitive with strong competitors such as Coca-Cola, TH True Milk, Vinamilk, etc.,
constantly introducing new products, aggressive marketing campaigns, and attractive
promotions. Rising input costs, such as sugar, packaging, transportation, etc., impact
PepsiCo's profitability.

b. Direct Competitors of PepsiCo from 2020-2023:

PepsiCo's primary competitor is Coca-Cola, which is the largest competitor in the

carbonated beverage market, owning many famous brands such as Coca-Cola, Fanta, Sprite,
Schweppes, etc. Coca-Cola also has a larger market share than PepsiCo and a strong financial
resource and distribution network. TH True Milk, known for its dairy products, is also a
fierce competitor in the beverage segment. Similarly, Vinamilk competes with Pepsi in the
beverage segment, with advantages in brand and product quality in the eyes of Vietnamese
consumers. Another well-known company in Vietnam is Tan Hiep Phat, famous for its Zero
Degree Green Tea, Dr. Thanh, etc., with a large market share in the bottled tea segment and
known for health-conscious products.
 PepsiCo has faced intense competition from direct competitors in the beverage market. To
maintain market share and competitive position, PepsiCo needs to focus on product
innovation, product quality improvement, enhanced marketing and advertising, and
expanding distribution channels.

c. Indirect Competitors of PepsiCo from 2020-2023:

Although not directly competing in the carbonated beverage market, these companies
provide alternative products that can replace carbonated beverages, affecting PepsiCo's
market share. These companies focus on health-conscious products, aligning with the
growing consumer trend, posing challenges to PepsiCo in maintaining market share in
Vietnam. Examples include companies providing alternative beverage products such as
purified water: Aquafina, Lavie, Vinh Hao, fruit juices: Vfresh, Minute Maid, Del Monte,
milk: TH True Milk, Vinamilk, Dutch Lady, tea: Lipton, Cozy, Nestea, coffee: Highlands
Coffee, The Coffee House, Starbucks, health drinks: Cocoxim, Vita Coco, Sanest swallow's
nest, Khanh Hoa,...

d. Potential Threats to PepsiCo from 2020-2023:

With demand comes supply. Firstly, consumer demand for beverages is increasing, but
consumption trends are changing. Consumers are increasingly interested in healthier, organic,
and natural products. PepsiCo has had to adapt to this consumer trend to maintain market
share and adapt to frequent changes. Along with advantages come challenges. The
development of online sales channels is growing, but it also carries risks such as counterfeit
products, fierce competition. PepsiCo needs an effective online sales strategy to compete with
other rivals. During the 2020-2023 period, Vietnam's economy was growing, but it also posed
many risks such as inflation, exchange rate fluctuations, diseases. Additionally, government
policies can change at any time, affecting PepsiCo's business operations. PepsiCo needs to
closely monitor policy changes to have an appropriate strategy.

e. PepsiCo's Strategy to Face Challenges in the 2020-2023 Period:

PepsiCo has faced many challenges during the 2020-2023 period. However, the company
has made commendable efforts to overcome these challenges and continue to develop. Here
are some solutions PepsiCo has applied to address challenges: Increased investment in
research and development of new products, improving the efficiency of business operations,
expanding export markets, enhancing marketing and advertising. Developing online sales
channels. Ensuring employee safety and community support.
 With these efforts, PepsiCo has achieved encouraging achievements such as maintaining
market share in the beverage market even during the Covid-19 pandemic and expanding
market share. PepsiCo has successfully increased revenue growth, and they have also
enhanced brand credibility. PepsiCo needs to continue its efforts to maintain its competitive
position in the beverage market and aim for sustainable development.

8. RECOMMENDATIONS:

- Adapting to Changing Consumer Preferences:

Enhance investment in research and development to innovate and introduce healthier

beverage options, such as organic and natural products, to meet the evolving needs of
consumers.

Increase marketing efforts to communicate the health benefits and quality of PepsiCo's
products, emphasizing their alignment with consumers' preferences for healthier choices.

- Competition from Direct Competitors:

Focus on product differentiation and brand positioning to distinguish PepsiCo's products

from direct competitors like Coca-Cola.

Strengthen marketing campaigns to highlight unique selling points and effectively attract
target customer segments.

Continuously monitor competitors' strategies and market trends to respond promptly

through strategic adjustments.

- Competition from Indirect Competitors:

Expand PepsiCo's product portfolio to include alternative or complementary products to

gain market share from indirect competitors offering healthier beverage options.

Emphasize quality, authenticity, and health benefits of PepsiCo's products to differentiate

them from indirect competitors' products.

Explore strategic partnerships or mergers to access new distribution channels or effectively

tap into new market segments.
 - Economic and Environmental Challenges:

Implement sustainable initiatives across PepsiCo's operations to minimize the impact of

climate change on the supply chain and production costs.

Invest in water resource management and conservation to address challenges related to

water scarcity and ensure sustainable water sourcing methods.

Enhance cost management strategies to minimize the impact of rising input costs, such as
sugar, packaging, and transportation, on PepsiCo's profitability.

- Digital Transformation and E-commerce:

Accelerate the development and adoption of e-commerce platforms to expand PepsiCo's

online presence and directly reach consumers.

Invest in technology and partnerships to improve the efficiency and security of online
sales channels, addressing challenges related to counterfeit products and fierce competition.

Leverage data analytics and customer insights to personalize marketing campaigns and
improve the effectiveness of online sales initiatives.

- Policy and Regulatory Changes:

Monitor and closely engage with policy and regulatory changes to anticipate potential
impacts on PepsiCo's business operations.

Collaborate with associations and stakeholders to advocate for supportive business

environment policies and address challenges related to taxes, trade regulations.
VI. CONCLUSION:
In conclusion, the evaluation of PepsiCo's sales strategy in the Vietnamese market from
2020 to 2023 underscores the company's resilience and adaptability in the face of challenges
and changing consumer preferences. Despite encountering obstacles such as the COVID-19
pandemic, intense competition from both direct and indirect competitors, economic
fluctuations, and environmental concerns, PepsiCo has demonstrated proactive measures to
address these issues.

Throughout the assessed period, PepsiCo focused on innovation, diversification of product

offerings, and strengthening its marketing efforts to meet the evolving demands of
Vietnamese consumers. By investing in research and development, the company introduced
healthier and more natural beverage options, aligning with shifting consumer preferences
towards healthier lifestyles. Furthermore, PepsiCo emphasized the quality and health benefits
of its products, distinguishing them from competitors and maintaining brand loyalty.

PepsiCo also navigated through competition from both direct and indirect rivals by
differentiating its products, enhancing brand positioning, and leveraging unique selling points
to attract target consumer segments effectively. Additionally, the company expanded its
product portfolio to include alternative or complementary beverage options, strategically
positioning itself in the market.

In response to economic and environmental challenges, PepsiCo implemented sustainable

initiatives to minimize the impact of climate change on its supply chain and production costs.
By investing in resource conservation and management, the company aimed to mitigate risks
associated with water scarcity and ensure sustainable water sourcing practices.

Moreover, PepsiCo capitalized on digital transformation and e-commerce trends to expand

its online presence and directly engage with consumers. By leveraging technology and data
analytics, the company personalized marketing campaigns and improved the effectiveness of
online sales initiatives, addressing challenges related to counterfeit products and fierce
competition in the digital space.

Finally, PepsiCo remained vigilant in monitoring and responding to changes in policies

and regulations, collaborating with industry associations and stakeholders to advocate for
business-friendly environmental policies and navigate tax and trade-related challenges.
 In essence, PepsiCo's sales strategy evaluation in the Vietnamese market from 2020 to
2023 highlights the company's proactive approach in overcoming challenges and seizing
opportunities. Through innovation, differentiation, sustainability, and digitalization, PepsiCo
has positioned itself for continued growth and success in the dynamic Vietnamese beverage
market.
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