A.

NG THI TIU DNG CA GII TR SN PHM NC NGT C GAS PEPSI

I.

KT QU KHO ST NG THI TIU DNG CA GII TR SN PHM NC NGT C GAS PEPSI

1. SN PHM NC C GAS C YU THCH NHT

sp nc c gas c yu thch nht

0% 37% 43%

pepsi coca-cola sting khc

20%

Trong 30 bn c hi v sn phm nc c gas yu thch nht, c 13 bn chn pepsi chim 43%, 11 bn chn sting chim 37%,v 6 bn chn coca-cola ring 20%, khng c sn phm khc. Nh vy, theo kt qu ks ,cho ta thy pepsi l loi ung c g c hu ht cc bn tr thch.

2. L DO YU THCH PEPSI

l do yu thch pepsi
25 21 20 20 18 15 15 10 10 8 Series1

0 tha mn thng hiu thm ngon, n ung khonh phong cch cn kht, ni ting hp dn ngon ming khoc vui v ,c tnh gii nhit hn

L do yu thch ung c gas pepsi c chn nhiu nht l tha mn cn kht, gii nhit vi 21 ngi chn. tip theo,20 bn cho bit h thch pepsi v l 1 thng hiu ni ting,cht lng , 18 bn cho bit l thc ung thm ngon,hp dn. 15 ngi bn cho bit pepsi gip cho h n ung ngon ming hn, 10 ngi cho bit pepsi cho h nhng khonh khc vui v trong cc ba tic, 8 bn cho bit pepsi phong cch tr trung ,c tnh. 3. MC THNG XUYN S DNG PEPSI

mc thng xuyn s dng pepsi

25

20

15 Series1 10

0 1-2 ln/tun 3-4 ln/tun hu nh mi ngy

Theo ks, th trong 30 ngi ,c 21 ngi s dng ung c gas 2 ln trn tun chim 70%, 8 ngi s dng 3-4 ln/ tun chim 26.7%. Ch c 1 ngi l s dng hu nh mi ngy chim 3,3%. Nh vy , tn sut s dng nc c gas 2 ln/ tun chim kh ln, cho thy tn sut s dng nc c gas cn thp.

4. KNH THNG TIN BIT N PEPSI

Qung co trn TV l knh thng tin gip cc bn bit n sn phm nhiu nht, c 23 ngi bit nc ngt c gas qua qung co trn tv. , 15 ngi bit sn phm qua internet, 14 ngi bit ti sn phm qua bn b, ngi thn. 12 ngi bit ti sp qua qung co ngoi tri

Knh thng tin bit n pepsi

25 23

20 15 15

14 12 Series1

10

0 quang cao tv internet bn b, ngi thn quang c ngoi tri

5. QUYT NH MUA PEPSI

C 23 ngui cho bit h chn mua sn phm pepsi l bn thn h t quyt nh chim 76,7%. 7 ngi tr li l chu nh hng t quyt nh ca ngi thn, gia nh, bn b.

Quyt nh mua sn phm

7, 23% t quyt nh gia nh,bn b 23, 77%

6. MUA PEPSI T U

a im thng mua pepsi

18 16 16 14 12 10 Series1 8 6 4 2 2 0 ca hng tp ha ca hng tin li siu th qun c ph va h 2 15 14

Ca hng tp ha l a im m mi ngi thng mua pepsi vi 16 ngi , tip theo l qun c ph vi 15 ngi v va h l 14 ngi ,nh vy va h v qun c ph l hai a im m cc bn cng thng xuyn mua, siu th v ca hng tin li ch c 2 tr li .

7. NGUN THU NHP

Ngun thu nhp ca bn tr phn ln l do gia nh chu cp , c 19 ngi cho bit h gia nh chu cp tin cho h, 11 ngi l i lm v t kim thu nhp.

ngun thu nhp

11, 37% gia nh chu cp i lm 19, 63%

B. I.

NG THI 4P CA PEPSI TNG QUAN V PEPSI VIT NAM Bi cnh thm nhp vo th trng Vit Nam

1.

Khong u thp nin 90, khi Vit Nam bt u m ca th trng th trong nc hu nh khng c mt nhn hiu nc ngt no c thng hiu ngoi thng hiu x x c t trc 1975 v thng hiu Tribeco (mt hng nc ngt lin doanh vi c); th trng nc gii kht Vit Nam a phn l cc loi nc gii kht khng nhn hiu, nh l, cng ngh lc hu,sn xut gia cng ti h gia nh. Vo thi im , Pepsi k hp ng xm nhp vo th trng Vit Nam. Vi ngun lc di do cng sc mnh thng hiu, ngay lp tc sn phm Pepsi-Cola thng lnh th trng Vit Nam t Nam ra Bc.

2.

S lc v sn phm Pepsi-cola

Cu chuyn v Pepsi bt u t cui th k 19. Khng ai bit s ra i v tn ti trc ng vai tr g trong vic hnh thnh thng hiu ny. Ch bit rng, ma h nm 1898 New Bern (bang North Carolina, M), c bit oi bc v anh chng dc s tr Caleb Bradham tm mi cch pha ch ra mt loi ung ch ng c cn kht trong c th v s bc bi trong tm trng ca ngi dn. Bradham cng s dng ht Cola v hp cht Pepsin trong . Bradham t tn cho th ung ny l " ung ca Brad". Nhng v Coca th ai cng u bit trong khi ci tn Bradham li rt l lm nn Bradham phi tm mt ci tn m ai nghe cng bit ngay trong c nhng g. V th, Bradham nhanh chng i tn sn phm sng to ca mnh ra thnh Pepsi-Cola.

II. 1. a)

CHIN LC 4P CA PEPSI Sn phm Li ch ct li ca khch hng khi mua sn phm

Sn phm Pepsi-Cola pht trin trong bi cnh x hi cng nghip mi ngi n tht m v fast food rt nhiu nn Pepsi rt ph hp. Sn phm tin dng, bt np l c th thng thc ngay, gii kht tt, gip tiu ha tt, chng i, chng li cm gic tht m tha trong ming... m li khng gy nghin nh ru bia. Nn tng thnh cng ca Pepsi chnh l s cam kt lu di ca hng m bo quyn li ca khch hng. Tt c cc sn phm Pepsi-Cola ca PepsiCo u c m bo cht lng v an ton cho ngi tiu dng. b) Chin lc v nhn hiu ca pepsi:

u tin pepsi l ci tn d nh. Th hai l v mu sc: mu xanh l mu y sc sng, th hin nim tin tng vo chin thng trc mi kh khn. Na phn trn logo th hin lng khc khao mnh lit vo chin thng. S kt hp gia hai mu, to sc thu ht th gic ln. S i lp gia hai mu c lm du bi mu trng gia. Hnh trong trong logo ca pepsi tng trng cho th phn ca pepsi s xm chim trn ton tri t. Kiu ch cch tn tr trung nng ng. Qua thi gian , thit k logo ca pepsi c thay i mt cht nhm lm mi hnh nh nh ca thng hiu , nhm chn, bin i mt cht cng hin i cng thi gian.

V bao b cu pepsi bao gm chai thy tinh, chai nha, lon vi cc dung tch khc nhau. Trn bao b pepsi ghi y cc thng tin v NSX-HSD, cc thnh phn nguyn liu, da ch ni sn xut. y l nhng yu t khch hng thng quan tm trc khi mua.Hin nay, Pepsi nghin cu v cho ra mt chai nha u tin trn th gii c lm hon ton t nng lng ti to v sn phm d tha trong ch bin thc phm. Loi chai Green Pet c sn xut t cc nguyn liu sinh hc nh: v ng, c.. qua rt nhiu bc chuyn i. Pepsi cn s dng chnh nhng ph phm trong khi quy trnh sn xut thc phm ca mnh nh v khoai ty, v cam v v yn mch sn xut chai Green - Pet. Loi chai ny c tnh nng s dng v cm quan bn ngoi ging nh loi chai sn xut t Du m. Sau khi sn xut th im, vo nm 2012, sn xut loi chai ny s chnh thc c a vo s dng.Vic nghin cu loi chai ny cho thy n lc bo v mi trng ca pepsico, gp phn mang n mt tng lai tt p hn cho con ngi v hnh tinh . Pepsi tun theo mt tiu chun cht lng trn ton cu: tt c cc chai v lon PepsiCola lun lun c mi v tut vi v sng khoi. Cc thnh phn ca sn phm t nc, hng v, ng, CO2, c pha ch vi quy trnh cng ngh hin i. Bn cnh , vic chun ho quy trnh sn xut, cht lng sn phm v h thng phn phi ca tng a phng cng c sp xp mt cch hon chnh m bo vic dng mt chai/lon Pepsi nh cng khin ngi ung cm thy mt m, sng khoi, thch th ging nh ung ngay sau khi mua. C) Cht lng Pepsi PEPSI truyn thng Pepsi l loi ung c hng v coca. y l thc ung ngt, c gas thng c mu caramel v cha caffein ,dng l coca lm nguyn liu chnh to ra cht caffein.

Pepsi l ung chun ha cho ton cu, do khng c s khc bit v cht lng gia th trng vit Nam v cc cc nc khc. Vi hng coca thm ngon,v ngt m rt hp vi khu v ca ngi Vit,c bit l gii tr rt a chung loi nc ny.Trong Sut nhiu nm qua, hng v ca pepsi truyn thng hu nh khng c g thay i. Pepsi cho ngi n kin Pepsico c loi pepsi dnh ring cho nhng ngi mp nhm m rng th trng nc gii kht dnh cho ngi n king.Vi Vic gim bt lng ng i , Pepsi cho ra sn phm diet pepsi. PEPSI th h mi 3/2012 Pepsi gii thiu ra trc cng chng dng sn phm mi nht ca h, nhm vo mc tiu v sc khe ca ngi tiu dng. Loi Pepsi ny ang nhm ti phn khc th phn ngi tiu dng vn vn cn nghi ngi vi c 2 dng sn phm trc y ca Pepsi- tc dng nc ngt truyn thng (full-sugar cola) v dng nc ngt dnh cho ngi n king (diet cola). Cc nh sn xut cho rng: Pepsi th h mi c c ch bng cch pha trn gia gia hng v cola vi cht to ngt t n gn nht hng v ca loi nc ngt thng thng. cha t hn 60% hm lng ng. C th l mt lon Pepsi i mi 350 ml ch cha khong 15g ng, so vi 40g trong loi Pepsi Throwback v 41 g trong loi regular HFCS Pepsi.

2.PRICE CHIN LC GI Chin lc gi ca Pepsi-Cola ch ni bt hai giai on: giai on th nht l khi Pepsi khi mi tip cn th trng Vit Nam v giai on th hai l khi Coca vo Vit Nam, Pepsi phi iu chnh gi thnh tng sc cnh tranh. giai on u khi mi thm nhp th trng Vit Nam,bng hnh thc khuyn mi h gi thnh sn phm. Vi gi qu r, cng thm uy tn cht lng "hng u th gii", Pepsi vt ln tt c cc i th Vit Nam trong thi gian ngn. Trong mt thng u

trin khai, Pepsi-Cola nhanh chng h gc cc i th cnh tranh nh l trong nc cng nh y Tribeco xung ph sn, buc phi chuyn i hnh thc kinh doanh thnh sa u nnh. n cui thp nin 90, i th ng gm ca pepsi l Coca Cola cng xm nhp vo th trng Vit Nam.Vi v tr l thng hiu ni ting nht ton cu,ti M v cc th trng khc coca-cola mnh hn pepsi nhiu .Do vy, Pepsi ht sc cn trng trc i th khi i th tin vo th trng Vit Nam.ng thi ca Coca khi vo Vit Nm l nhanh chng h gi thnh sn phm chy ua th phn vi Pepsi-Cola.ang c u th v th phn ti vit Nam, vi u th l k xm nhp th trng Vit Nam trc,Pepsi cng cng kp iu chnh gi tng t Coca Cola c th duy tr v v tr ca mnh hin ti. Do , gi c ca sn phm Pepsi-Cola sc cnh tranh linh hot v cuc chin gi khng cn l yu t quyt inh n th phn ca Pepsi-Cola ti Vit Nam.

Hin nay mc gi ca pepsi trn th trng hon ton ph hp cho ti tin ca gii tr. Cc chin lc nh gi Sn phm pepsi nh gi da trn ngi mua theo gi tr nhn thc c. pepsi xem nhn thc ca ngi mua v gi tr ch khng phi chi ph ca ng bn l c s quan trng nh gi. Pepsi s dng nhng yu t chi ph gi c trong marketing-mix xy dng gi tr c cm nhn trong tm tr ca ngi mua. Gi c nh ra cn c vo gi tr c cm nhn .

 Chin lc nh gi pepsi thm nhp th trng: Khc vi chin lc nh gi thp nhm cht lc th trng,pepsi chn chin lc nh gi sn phm mi tng i thp nhm thm nhp th trng, vi hi vng rng s thu ht c mt s lng ln khch hng v t c mt th phn ln. nh gi chit khu: pepsi s iu chnh gi ca mnh thng cho nhng khch hng thanh ton trc thi hn, mua khi lng ln,Chit khu tr tin mt l s gim gi cho nhng khch hng no mua v thanh ton tin ngay, Chit khu theo s lng l s gim gi cho nhng khch hang mua sn phm vi s lng ln. nh gi phn bit theo dng sn phm: theo cch nh gi ny cc kiu sn phm v cc mt hng ca pepsi c nh gi khc nhau, nhng t l vi chi ph tng ng ca chng. C th:
Sn phm Coca Pepsi

Lon 330 ml

6.800

6.500

Pet 1.5 l Thng (24L/T)

14.800 145.000

14.600 140.000

PLACE PHN PHI Cc doanh nghip hin nay u mang sn phm n ngi tiu dng cui cng trn th trng Vit Nam thng qua cc trung gian phn phi. iu ny gip doanh nghip tit kim chi ph nhng khng nh hng n vic m rng quy m. Nhng trung gian phn phi ny hp thnh mt h trng knh phn phi tp hp nhng c nhn hay nhng c s kinh doanh ph thuc ln nhau lin quan n qu trnh to ra v chuyn sn phm hay dch v t nh sn xut n tay ngi tiu dng. PepsiCo cng tip cn vi ngi tiu dng Vit Nam thng qua cc trung gian nh vy. D l mt i gia ln trong ngnh nc gii kht vi tim lc mnh m v ti chnh

nhng PepsiCo khng trc tip mang sn phm ca mnh n tay ngi tiu dng m xy dng mt mng li phn phi rng khp. T chc knh phn phi ch yu ca pepsi l: knh marketing truyn thng sn phm s n tay ngi tiu dng thng qua nhng trung gian bn hng, l cc nh bn s v bn l v ngi tiu dng thng chn mua nc nhng ni thun tin, d dng tn, t thi gian, s lng t v khng cn dch v h tr, cn nhng t chc i ly thng mua vi s lng ln, thi gian vn chuyn l khng qu di v cn c cc dch v h tr. Pepsi xy dng h thng phn phi rng khp c nc s lm gim thit hi ngoi mun nh b, v trong khi duy chuyn ngoi ra cn to c hnh nh quen thuc vi khch hng v khng phi mt nhiu tin cho chi ph vn chuyn mc d chi ph cho xy dng ban u l rt ln. Ni tip bc ngot ngon mc nh tan cc i l nc ngt ni a ca Vit Nam, PepsiCo tin ti thit lp h thng phn phi trn ton ci Vit Nam, nhm gip sn phm Pepsi-Cola c sc n su, bm r ln vo th trng. Bn cnh cc i l v tng i l, PepsiCo cn xm nhp hu ht cc qun c ph, qun cc (ni qung b v tiu th mt lng rt ln sn phm Pepsi-Cola). Trong chin lc qun tr knh phn phi, cc nh qun l pepsi rt quan tm n vic ng vin khch l cc trung gian phn phi v h bit rng Khng th to ra long trung thnh ca cc nh phn phi bng li. y l mt chin lc rt khn ngoan v n s to ra s gn kt lu di vi nh sn xut vi nh phan phi, mt khi nh phn phi trung thnh ng v nh sn xut. th nh sn xut thnh cng rt nhiu. Ngoi ra, pepsi cn s dng chin lc phn phi theo h thng marketing ngang: pepsi kt hp vi nh phc v thc n nhanh KFC, tc l khch hng ay n fastfood v ch c ung pepsi. y l chin lc phn phi khn ngoan c pepsi trin khai khng ch ti th trng cc nc khc m cn vit Nam. Hin nay, Vi s s pht trin ngy cng mnh ca chui ca hng thc n nhanh KFC ti Vit Nam, Tnh n nm 2011,

KFC c trn 80 ca hng, s gip cho Pepsi phn phi rng su rng hn n khch

hng.

Gn y, cng ty pepsico vit nam cng cng ty c phn kinh k kt tha thun hp tc kinh doanh, m u cho s hp tc kinh doanh gia cng ty gi kht thuc tp on quc gia v cng ty thc phm bnh ko c uy tn ti ni a. y l hnh thc hp tc vo knh phn phi ca nhau m rng mng li bn hng v pht trin th trng 3. PROMOTION XC TIN THNG MI

Sn phm nc gii kht Pepsi d c h thng sn xut hin i, hng v truyn thng, ngt nng, ph hp vi ngi Vit Nam n my, th chin lc xc tin, qung b sn phm mi chnh l phng tin hu hiu a Pepsi n gn hn vi ngi tiu dng, v t c doanh s khng l nh hin nay. Trong qu trnh trin khai chin lc, Pepsi nm v hiu r tng tri thi Bit Hiu Thch Chung Tin v Mua ca ngi tiu dng, t p dng mt cch hiu qu cc cng c h tr y sng to. Chng ta hy cng xem r, h p dng chng nh th no. a) Qung co

PepsiCo l mt trong s t cc cng ty dnh mt s tin tng ng chi ph sn xut nh bng thng hiu ngay t khi mi thnh lp.Ta th trng Vit Nam cng ty dnh kinh ph kh ln cho hot ng qung co.Cc hot ng qung co ,tip th ca Pepsi cc th trng khc v th trng Vit Nam c thc hin mt cch hiu qu v mang li nhiu thnh cng cho thng hiu. Trong qung co v tip th, Pepsi ch nh khng nhn mnh vo trong thc ung c g v tc ng vt cht ca n ra sao m i vo nh hng v to nn cm nhn chung cho c th h. Vi i tng khch hng chnh ca mnh l nhng ngi tr nn trong cc qung co ca pepsi lun th hin c si ng ,tinh thn tr trung, hi hc.i vi cc bn tr Vit Nam, Nhng cu ni nh qu Pepsi i trong qung co li n tng manh m,hu ht mi ngi u nh n cu ni n tng ny mi khi nhc n ung pepsi.Vi phong cch qung co hi hc,d dm pepsi gy nhiu thin cm cho gii tr, nh hnh cho gii tr mt s tr trung, nng ng mi khi ung sn phm pepsi. nh vo tm l gii tr, Pepsi mi cc ngi sao ni ting c gii tr yu thch qung co cho thng hiu ca mnh.C mt "th h Pepsi" ln ln cng cc thn tng nh Britney Spears, David Beckham... i u cng k k chai Pepsi bn mnh.Ti Vit Nam nhng ngi sao nh M Tm , Kasim Hong V,H anh tun, Kim c mi qung co cho thng hiu. Gii tr

Pepsi lun xy dng cho thng hiu mnh mt hnh nh tr trung v khe khon Khuyn mi Khng ch hng n i tng tr qua cc hot ng qung co ca mnh, pepsi cn c nhiu chng trnh khuyn mi hp dn dnh cho gii tr nh chng trnh khuyn mi: Pepsi Giai iu s 2008 - Khuy ng m Nhc, Kt Ni am M. ngi ung khi khui np chia s c c hi trng cc phn qu hp dn nh in thoi, ung, tour du lch.Nam 2012 chng trnh khuyn mi ung pepsi si cng nhp bong vi 2 c hi c nht l c n M gp g ngi sao bong Messi m gii tr rt hm m. Gii tr l nhng ngi nng ng c tnh,tr trung ,h l nhng ngi rt yu thch am nhc, bong .V vy vi nhng nhng chng trnh khuyn ma mang ch m c gii tr yu thch, s thu ht ,to c s kt ni vi gii tr.Chnh v th, khng ngc nhin kh thy gii tr Vit Nam thch sn phm pepsi hn l coca-cola hay cc sn phm khc. Ngoi ra, khi khch hng mua vi s lng ln s c tng km thm cc sn phm cng hng, v d: mua 6 chai pepsi 330ml c tng 1 lon mirinda.

b)

Quan h v i c ng ch ng

Ngay t nhng nm u thm nhp th trng Vit Nam, vi tm nhn ca 1 thng hiu ton cu ,pepsi trin khai nhiu hot ng ng gp cho cng dng nhm PR cho thng hiu gip thng hiu gn gi hn vi ngi tiu dng nh chin dch Ung mt lon Pepsi l dnh 50 ng ng h ng bo l lt. Chin dch ny trong thi gian rt thnh cng. Ngoi ra c rt nhiu hot ng PR m pepsi trin khai rt thnh cng nh chin dch " Ngy hi bng ", " Ung Pepsi l ng h i tuyn quc gia Vit Nam vn ra u trng quc t " ," Khuy ng m nhc, kt ni am m " thu ht ng o bn tr cng tham gia. Gn y nht l hot ng ku gi bo v mi trng ca pepsi,c th l d n "Ung chai snh iu - Gp xanh mi trng" .vi hn 3.000 "Ca hng bn l v mi trng" cng PepsiCo Vit Nam ku gi mi ngi cng gp xanh cho thin nhin, vi vic khuyn khch ngi tiu dng s dng chai thy tinh Pepsi l thng hiu c c nhiu ng gp cho cng ng, x hi vn t gy tc hi n mi trng. Thng qua hnh ng ny, PepsiCo thit thc ho li ku gi ca mnh, khng ch ring doanh nghip m c h thng bn l trn ton quc cng chung tay thc hin chin dch v mi trng.Ngoi ra, Pepsi ang hng gii tr hy c trch nhim hn trong vic la chn ca mnh gp phn gi mu xanh ca mi trng C th ni, chin lc PR ca pepsi ti th trng Vit Nam trong cc nm qua c thc hin rt tt,Pepsi kt ni c vi cng ng, khch hng,thu ht c gii truyn thng, khch hng t cng c c hnh nh thng hiu trong tm tr khch hng.
Xc tin bn hng Tng phn trm li nhun cho cc nh nh phn phi Chnh sch tch im c thng cho nhng ngi bn hng tt.

Xy dng h thng bn hng trc tip La chn v kt hp cc cng c xc tin bn hng Mc tiu xc tin Ngi xc tin Ngi sn xut Mc tiu Tng doanh thu Cng c xc tin bn hng Hng mu,gim gi ,qu tng,phiu thng,..

Khch hng Ngi bn l Ngi bn l Ngi bn hng Ngi sn xut Ngi sn xut Ngi bn l Mi h ti ca hng Tng doanh thu Tng doanh thu

C phiu tch im,tem thng hng,hng bn l ko khch hng,bn vi gi thp vi cc dp l H gi,chit khu ,h tr xc tin bn hng T chc thi bn hng,c cc phn qu c bit.

C.

SO SNH NG THI TIU DNG V NG THI 4P CA DOANH

NGHIP pepsi l sn phm ung c gas c gii tr vit nam rt yu thch. Bng Chin lc Marketing ng n, lun hng n i tng khch hng chnh ca mnh l gii tr, Pepsi nh v thnh cng cho mnh l thng hiu ca gii tr, do khi nhc n pepsi ngui ta ngh ngay n tinh thn tr trung si ng ca thng hiu ny.V th, m thng hiu c rt nhiu bn tr yu thch v s dng.

T kt qu kho st ta c th tm lc lai nh sau V sn phm i vi hu ht bn tr, s yu thch ca h dnh cho pepsi l sn phm gip h gii kht ,sng khoi.y l l do kh d hiu, bi l Gii tr l nhng ngui nng ng, bn cnh vic hc tp lm vic, h cn tham gia rt nhiu hot ng nh th thao, cc phong troTrong khi vi kh hu nhit i, hu nh nng nng quanh nm, nhu cu gii kht rt ln. Ngoi ra , mt l do khc,lm cho cc bn yu thch sn phm, l mt thng hiu ni ting c uy tn, cht lng. Sn phm pepsi l nc ung c gas c mi v tut vi v sng khoi. Vi hng v cola c trng cng vi nng gas hp l, s to cm gic mt lnh khi ung.Am hiu khu v ca th trng Vit Nam, thch ung ngt hn so vi cc nc pht trin nh M, pepsi tng thm ngt cho ph hp vi mi ngi.Ngoi ra.l mt thng hiu ton

cu,quy trnh sn xut Cc thnh phn ca sn phm t nc, hng v, ng, CO2, c pha ch vi quy trnh cng ngh hin i, m bo cht lng, v sinh an ton thc phm. iu ny lm cho ngi tiu dng yn tm khi la chn sn phm pepsi. Kiu dng bao b vi cch thit k tr trung, bt mt, mu xanh mt m rt ph hp phong cch nng ng ,c tnh ca ngi tr. V mc thng xuyn s dng SP V mc s dng pepsi, a s mi ngui dng 1-2 ln tun cho thy mc s dng s dng sn phm cn kh thp. Theo kt qu kho st, qung co trn TV l knh thng tin gip cc bn bit n sn phm Pepsi nhiu nht, Internet chim v tr th hai, tip theo l thng tin t gia nh ,bn b v cui cng l qung co ngoi tri. V quyt nh mua sm Quyt nh mua pepsi, phn ln l do mi ngi t quyt nh. Sn phm pepsi l sn phm thuc hng tiu dng, gi c thp, do khi la chn sn phm ngi tiu dng cng khng qua cn nhc nh nhng sn phm cao cp khc.Do , quyt nh v sn phm cng khng phi tham kho kin t pha gia nh hay bn b m da trn kinh nghim, hiu bit ca h t a ra quyt nh la chn thng hiu. V phn phi Ca hng tp ha l ni m cc bn tr thng mua pepsi nht.Qun caf v qun va h cng c cc bn tr thng xuyn mua, ch c siu th v ca hng tin li l rt t.Ca hng tp ha l nhng a im mua sm rt quen thuc ca ngi VN, a im gn nh, v mc ph bin ca loi ca hng ny. Do m cc bn thng mua a im ny. Qun ca ph cng l ni gii tr thng ti t hp ,tr chuyn, h cng thng dng pepsi ti y. Cc bn thng mua cc qun va h cng l do tnh nhanh l, d mua mc d gi c va h thng cao.

Mng li phn phi ca pepsi rt rng, pepsi c mt hu ht mi a im bn l, nh vo vic xm nhp th trng Vit Nam sm nn pepsi sm xy dng cho mnh mng li phn phi rng, v th ngi tiu dng mua sn phm kh d dng. V ngun thu nhp Thu nhp ca cc bn: theo kho st cc phn ln cc bn cn ph thuc vo thu nhp ca gia nh, s cn li l i lm bn thi gian hoc mi ra trng lng khng cao. Chnh sch gi ca pepsi l hon ton ph hp vi ngun thu nhp ca cc bn tr .

Gii php Qua so snh gia ng thi tiu dng v ng thi 4P ca doanh nghip , 1 s vn v giai php cho pepsi nh sau: Hin nay sn phm pepsi c gii tr yu thch nhng mc s dng sn phm li khng cao. Do doanh nghip cn nng cao cht lng sn phm hn na, nh gim bt nhng thnh phn gy c hi cho sc khe, bi nc c gas trong nhn thc ca mi ngi l khng tt, gy bo ph v mt s bnh khcV bao b, nh l chai nha nn c lai 350 ml nh coca-cola nhn gon, tng s tin li gii tr mang theo V phn phi, Siu th v ca hng tin li l nhng a im m cc bn t thng xuyn mua, trong khi ca hng tp ha, va h, qun ca ph l c mi thng xuyn hn. Pepsi cn tng cng phn phi nhng a im ny, c nhng chnh sch khuyn mi, ti tr cho cc ca hng, qun c ph.. khuyn khch h bn sn phm cho pepsi. V va h nhng ngi bn do thng l bn nh, gi c h tnh cng cao hn, n nh gi kch thch ngi tiu dng dng sn phm. doanh nghip nn tng cc my bn hng t ng tng tnh d dng khi mua ng thi gii tr c th mua sn phm ng gi. V thng tin bit n sn phm, Qung co tv c mi ngi ch nhiu nht, do cng ty nn c nhiu chng trnh qung co trn TV. Pht sng cc chng trnh qung

co vo nhng khung gi vng, cc chng trnh truyn hnh thu ht gii tr xem mi ngi bit n sn phm nhiu hn..Internet cng knh thng tin m cc bn tr ch , hin nay do tnh ph bin ca internet , ngi tr thng dnh nhiu thi gian cho trn internet, c bit hin nay mng x hi nh facebook l nhng phng tin m nhiu cng ty s dng qung b sn phm, v vy pepsi nn ch trng vo knh thong tin ny hn..