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Powerpoint kế hoạch tiếp thị cho sản phẩm nước uống Aquafina Ecofina Bottle. Có đầy đủ 6 bước quan trọng: Executive summary, Situation analysis, Objective, Target market, Strategies, Tactics. Executive summary gồm 3 phần historical contexts, overview of product, overview of the plan. Situation analysis: SWOT of Us, SWOT of Them, PEST analysis. Objective: Target segment: 3 segment
Aquafina Eco-fina Bottle Marketing Plan Group 3: Lê Thị Bích Nga Trần Võ Anh Tú Phạm Thành Tiến Đoàn Thị Kim Yến Table Content 1. Executive summary 2. Situation analysis 3. Objectives 4. Target market 5. Strategies 6. Tactics Execute Summary Historical context PepsiCo Inc. is an American multinational food and beverage corporation. Its products are distributed across more than 200 countries all over the world. In 1994, Pepsi launched its first brand of bottled water filtering local tap water – Aquafina. Aquafina was first introduced to Vietnam market in 2002. With significant investment from PepsiCo, Aquafina quickly became a strong competitor to other bottled water brands in Vietnam. Execute Summary Overview of product The Eco-Fina Bottle was launched in 2009 by PepsiCo’s Aquafina as a new container for Aquafina water that looks better and is better for the environment. It weighs less than any other plastic bottle, contains 50% less plastic and is 100% recyclable. Though Eco-Fina Bottle has established its position in many countries, it is nowhere to be seen in Vietnam. Execute Summary Overview of the plan This marketing plan was designed by Group 3 for to help Pepsi’s Aquafina brand gain 2% more market share of bottled water market in Vietnam with Aquafina Eco-Fina Bottle. We will organize an event marketing, place billboards and standees and give away free Eco-Fina Bottle to target a group of consumers aged 20-35. Through these tactics we hope to raise their awareness of Eco-Fina Bottle and encourage them to be regular customers of Eco-Fina Bottle. Situation Analysis Market share of Aquafina in Vietnam 2 0 0 9 2 0 1 1 2 0 1 4 0 % 5 0 % 1 0 0 % 30% 40% 40% Aquafina Market Share (2009-2014) Situation Analysis Competitive Forces • Tough competitor of Aquafina: Dasani of Coca-Cola company OPPORTUNITY • Vietnamese bottled water market is growing. • Consumers have a healthier and more green lifestyle. THREATS • Strong brand competitors (Aquafina, La Vie) • Growth of local labels with cheaper prices WEAKNESSES • Less product advertisement in Vietnam. • Less market share (0nly 10%) S W T O STRENGTHS • Coca-Cola brand name • Eco- friendly plastic bottle packaging with meaningful message “Twist a bottle and provide clean water to communities” OPPORTUNITY • More investment from Pepsi. • Advertise more with benefits of pure water • More tie-ups with hotels, corporates, colleges, etc. • Vietnamese bottled water market is growing • Consumers have a healthier and more green lifestyle. THREATS • Threats from other water company competitors. • Products which are sold at cheaper rate. • Local brands of bottled water. WEAKNESSES • Not popular -> difficult to build a position in the market and get a market share in Vietnam. S W T O STRENGTHS • Pepsi brand name adds more value • Excellent distribution and availability (retails, restaurant, hotels,etc.) • Reasonable price -> suitable with everyone Political forces Aquafina Eco-Fina Bottle must follow government standards outlined by Vietnam Food Administration (VFA) as well as Environmental Protection Agency (EPA). Eco-Fina bottle and the water must be sterilized by purification system without affecting the quality and safety of the product according to the Regulation 7. Economic forces According to UK-based market research firm ADatamonitor in 2013, Vietnamese bottled water market is gradually growing. People are more likely to be purchasing bottled water rather than using tap water. Situation Analysis PEST Analysis [...]... of plastic bottles Technological forces Aquafina uses PepsiCo's own purification system, which it calls HydRO-7 It includes a reverse osmosis process, charcoal filtration, and ozonation to remove all salts and minerals from the water to enable you to have pure water and perfect taste every time Objective Gain 2% more market share in Vietnam within 3 years with Aquafina Eco-Fina Bottle Market Segment... adults Aged 20-40 College Student Single Men & Women Eco-conscious Health-conscious Physically active Pick Dasani when thirsty Marketing Strategies Objectives: to increase the targeted customers’ awareness of the Eco-Fina Bottle to build its position in the market -> get more profit Marketing Strategies Click to edit Master text styles • 50% less plastic (lightest bottle) • 100% recycacle • Ingredients:... called “ Aquafina Marathon – Run for the environment” in District 7 2/ Sporting Event Online banner ads run on homepage , Facebook, 2/ Sporting Events Delivering leaflets : • in front of colleges and universities • at workplace of single men & women 2/ Sporting Events Participants will have: Promotional button Free eco-fina Bottle 3/ “Free Eco-fina Day” Event Enable targeted customers to exchange 1 Aquafina. .. Eco-fina Day” Event Place eco - aquafina booths in colleges, universities & companies facilitate the exchanging & promote benefits of Eco-Fina Bottle: 50% less plastic 100% recyclable 3/ “Free Eco-fina Day” Event Customers indirectly help reducing the amount of plastics to protect the environment recognized as one of the eco-heroes Tactics Length Outdoor Advertising o Event Marketing Billboard: • 1 billboard... Tactics Length Outdoor Advertising o Event Marketing Billboard: • 1 billboard near Ben Thanh market • 3 billboards on Dien Bien Phu o November 2014 • 5 on National Route 13 • 20 will be on National Route 1A Aquafina Marathon o Free Eco-Fina Day January - March 2015 Each will be placed for one month, 4 times a year Thank you for listening! . Summary Overview of the plan This marketing plan was designed by Group 3 for to help Pepsi’s Aquafina brand gain 2% more market share of bottled water market in Vietnam with Aquafina Eco-Fina Bottle bottled water filtering local tap water – Aquafina. Aquafina was first introduced to Vietnam market in 2002. With significant investment from PepsiCo, Aquafina quickly became a strong competitor. Aquafina Eco-fina Bottle Marketing Plan Group 3: Lê Thị Bích Nga Trần Võ Anh Tú Phạm Thành Tiến Đoàn Thị Kim Yến Table