Marketing Principles

Assessment
 Contents
A. SITUATION ANALYSIS............................................................................................................3
I. Company description................................................................................................................3
a) History...................................................................................................................................3
b) Mission Statement.................................................................................................................3
c) CEO.......................................................................................................................................3
II. Product description (Aquafina Bottle Water)...........................................................................3
a) Introduction...........................................................................................................................3
b) Features.................................................................................................................................3
B. MARKETING ENVIRONMENT.............................................................................................4
I. Micro Environment...................................................................................................................4
a) The company.........................................................................................................................4
b) Suppliers................................................................................................................................4
c) Marketing intermediaries......................................................................................................5
d) Customers..............................................................................................................................5
e) Competitors...........................................................................................................................5
f) Public....................................................................................................................................6
II. Macro Environment..................................................................................................................7
a) Demographic environment....................................................................................................7
b) Economic environment.........................................................................................................7
c) Political environment............................................................................................................7
d) Natural environment.............................................................................................................7
e) Cultural environment............................................................................................................8
f) Technological environment...................................................................................................8
C. SWOT ANALYSIS.....................................................................................................................8
D. STDP............................................................................................................................................9
I. Segmentation............................................................................................................................9
II. Targeting strategy...................................................................................................................10
a) Current target:.....................................................................................................................10
b) Reason makes SPV choose these segments:.......................................................................11
c) Targeting strategy:..............................................................................................................11
E. DIFFERENTIATED................................................................................................................11
I. Product differentiation............................................................................................................11

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 II. Channel differentiation...........................................................................................................12
III. Image differentiation...........................................................................................................12
IV. People differentiation..........................................................................................................12
F. POSITIONING.........................................................................................................................12
I. Positioning maps.....................................................................................................................12
II. Value proposition....................................................................................................................13
G. CONCLUSION.........................................................................................................................13
H. REFERENCES.........................................................................................................................13
I. APPENDIX...............................................................................................................................16
 A. SITUATION ANALYSIS

I. Company description
a) History
Suntory PepsiCo Vietnam (SPV) is one of the fastest growing soft drink and beverage supplier in
the world. According to Suntory PepsiCo Vietnam (2014), SPV is in the partnership with IBC
Company to form a franchise, joined the Vietnamese market in 1994 with two first brands: Pepsi
and 7UP. In 2003, the company was renamed PepsiCo Beverages International - Vietnam. In the
same year it launched Sting, Twister, Lipton Ice Tea and Aquafina. Two years later, SPV officially
became one of the largest beverage companies in Vietnam. SPV currently has 5 factories have been
built in the provinces of Vietnam, which included Ho Chi Minh (1992), Quang Nam (2004), Binh
Duong (2008-2009), Can Tho (2010) and Bac Ninh (2012). After nearly 20 years of development,
SPV was honored to receive a lot of rewards and recognitions from 2012 to 2015 such as Pepsi
Brand in the top 100 of “Believe & Use” Program, Vietnam High Quality Goods
Certificate, Beverage Quality Excellence Award and many others.
b) Mission Statement
Becoming a leading company manufacturing consumer products, focusing primarily in food and
beverage convenience. SPV is constantly searching and generating healthy financial performance to
investors, creating development opportunities and bring economic benefits to employees, business
partners and the communities where we activity. We always strive to operate on the basis of
honesty, fairness and integrity in all their actions.
c) CEO
Mr. Katsuyasu Kato joined Pepsi Bottling Ventures (PBV) in April 2010. He was the primary
liaison between Suntory Limited and PBV. Now, Mr. Katsuyasu Kato is an Executive Chairman of
Suntory Pepsico Vietnam Beverage.
II. Product description (Aquafina Bottle Water)
a) Introduction
Aquafina was available in Vietnam in May 4th 2002; it aims to become a pure water brand premium
in this market. It is mined from underground water sources, ensuring purity thanks processed
through reverse osmosis system and ozone and UV sterilization. Nowadays, Aquafina has truly
become a brand of purified water by consumers appreciate.

b) Features
 The bottles are packaged in convenient packaging.
 Many different volumes that bring the diverse choices to customers: Pet 500ml (VND
5.000), Pet 355ml (VND 4.000), Pet 1500ml (VND 8.000), Pet 5000ml (VND 22.000). The
prices are based on the research at CoOpmart supermarket and BigC supermarket in
Vietnam
 The bottles are friendly to the environment and natural.
 Providing water for the body with a stable mineral content
 Having the high nutritional value for the skin.

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 B. MARKETING ENVIRONMENT

I. Micro Environment
a) The company
 Board of Director:
SPV offerings include PepsiCo brand carbonated beverages Pepsi and 7Up, the energy drink Sting,
along with Suntory brand TEA+ Oolong Tea, C.C.Lemon and Aquafina bottled mineral water. SPV
has an established record of successfully working together in Vietnam beverage market. This
success is gained by a Board of Director, including:
 Katsuyasu Kato: Executive Chairman of Suntory PepsiCo Vietnam. He is the primary
liaison between Suntory Limited and Pepsi Bottling Ventures
 Chandra Shekhar A.Mundlay: CEO and General Director
 Huynh Thi Xuan Lien: Vice President Marketing of Suntory PepsiCo Vietnam
 Financing:
According to Suntory Beverage & Food Annual Report 2014, Suntory global net sales has reached
¥1.257.280 million, slightly increase nearly ¥136 million. While in Vietnam, SPV sale is VND
41,473 billion (about over ¥732 million) and the net sales is increasing every year. These figures
prove that Suntory has a right strategic planning in developing the financial statement annually.

Appendix 1: Performance Highlights Suntory Beverage & Food Limited and Consolidated
Subsidiaries (Source: Suntory Beverage & Food Annual Report 2014)
b) Suppliers
Purchasing at SPV is governed by strict guidelines, SPV encourages their suppliers to join Sedex
(the Supplier Ethical Data Exchange). Furthermore, SPV cooperates with key suppliers on business
improvements, such as the introduction of lighter weight PET bottles. (© Suntory Holdings
Limited)
SPV has signed the commitments to promote environmental management and contribute to the
formation of sustainable society. SPV follows a strict Code of Conduct and Anti-Bribery Policy.
SPV has owned totally 5 factories in Can Tho, Dong Nai, Hoc Mon, Quang Nam and Bac Ninh.
Currently, SPV has 2.300 direct labours and tens of thousands direct employees together were
honored to archive the Vietnam High Quality Goods Certificate 2013. (© Suntory PepsiCo
Vietnam Beverage 2014)
Oragina Schweppes Group: acquired by Suntory in 2009, only uses 100% recyclable packaging
based on the 3Rs (reduce, reuse, recycle) to support SPV develop the environmentally friendly
containers and packaging materials. (Suntory annual report 2014, p.37)
 c) Marketing intermediaries
 Marketing service agencies:
FPT is the leading Information Communication Technology Company in Vietnam. SPV has
collaborated with FPT to implement the DMS-Lite (Distribution Management System) on Mobility
platform. The system not only helps SPV manage better its distribution system, the crucial part in
introducing new products to the market, improving management, sales efficiency but also helps
distributor manage their finance status, services, promotion programs, warehouse, communication
and business reporting. (FPT Corporation). This transaction between FPT and SPV would
guarantee the managing and working process of SPV always in professional environment. FPT
proudly cooperating with smart strategic vision of SPV and its professional sales force, this project
would be a great success.
 Physical distribution firms:
Thacotrucks is a company provides the production and sales commercial vehicles (trucks and
buses). On October 27th 2014, Thaco held the 3rd ceremony vehicle handover with contracts worth
more than VND 6.5 billion. Totally, SPV has bought 62 vehicles in 2014 and has invested nearly
900 Thaco vehicles since 2005 (Thaco - Trường Hải Auto). The cooperation with Thacotrucks
demonstrates that SPV not only a strategic partnership but also a loyal customer of Thacotrucks.
Therefore, SPV should continue signing a long term contract to select Thacotrucks as their goods
shipping service product supplier in the future.
d) Customers
According to Ms. Hoang Hai Yen (Marketing Director), Aquafina has targeted to customers who
have a middle-class income and young people (Minh Dan,TBKTSG). Furthermore, Pepsi aims to
expand wider target market for Aquafina (Richard, 2015), such as fashionable, active and busy
people. In addition, Aquafina image always available to many reseller customers such as luxury
hotels, stunning restaurants, summit meetings and Aquafina is also known as a Gold Sponsor for
many sports tournaments, fashion show, high-class events, including Aquafina Pure Fashion show
and Heineken Tennis Tournament. Attractive images of Aquafina bottled mineral water at those
events are an evidence of a successful marketing campaign helped Aquafina affirm its position in
the marketplace.
e) Competitors
In 2009, Nielsen Vietnam has announced a bottled water market survey report and made headlines
with La Vie brand accounted for 31% market share, PepsiCo's Aquafina behind with almost 30%
.In total,4 major brands  are Lavie, Aquafina, Vinh Hao and Joy (now is Coca- Cola’s Dasani
Vietnam ) accounts for about 80% market share. Mr. Tran Ngoc Binh, director of private enterprise
Hoang Tran Commerce - one of the distributors of bottled water in city leading, analysis: if ranked
by the business situation at Hoang Tran system, currently headed by Vinh Hao (120,000 products/
year), the second is LaVie (60,000 products/ year), Wami (45,000 products/ year) and the last
ranked is Aquafina (because Aquafina not providing the 19L bottled water product). (Dien Dan
Doanh Nghiep, 2012)
Direct competitors are the most effect to the trading market with competitive prices and most
attracted the retailers of Aquafina, including Dasani, Lavie and Vinh Hao. Indirect competitors are
weaker, less available and the consumption are more limited on the market than Aquafina,
including Evian,Sapuwa.

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 PRODUCT AND PACKAGE AND PRICE DESCRIPTION
BRAND
DASANI Participating Vietnamese Market: 2011
Dasani with empty unique plastic
Pet 500ml- VND 3.420 bottles lightweight, environmentally
Pet 1500ml- VND 6.745 friendly and easy compact twisted
palms after use.

COCA-COLA
LAVIE Participating Vietnamese Market: 1994
Fresh and vital. Contains low-content
minerals such as Natrium, Kalium and
DIRECT 500ml Bottle- VND 4.000 Calcium. Lavie is bottled directly at the
COMPETITORS 1500ml Bottle- VND source by modern technology of Nestle
7.500 Waters without using any chemicals,
and complied with Vietnam’s quality
NESTLÉ standards.
VĨNH HẢO Participating Vietnamese Market: 1928.
Differences create the personalities of
500ml Bottle- VND 5.000 Vinh Hao Mineral Water is containing
1500ml Bottle- VND high levels of bicarbonate (HCO3-)-
7.500 Antacids, reduces the acidity of the
stomach, reducing gastric stock mercy
and flatulence
EVIAN Made in: France
A pure water discharged from Alpes
Pet 500ml- VND 27.000 mountain. Experiencing 15 years, the
Pet 1500ml- VND 54.000 Evian making process is due to the
moisture from the melting of mountain
glaciers and the rain dripping at Alpes
INDIRECT mountain.
COMPETITORS SAPUWA Participating Vietnamese Market: 1990
Pure Clean Water
500ml Bottle- VND 3.500
1500ml Bottle- VND
7.000

f) Public
In March 28th 2015, SPV has sponsored for free treatment for poor people program held by
Alobacsi group in Ba To,Quang Ngai province. Alobacsi group is a non-profit organisation of
medical human resource belongs to Hanh Phuc Communication JSC, including many doctors,
nurses, physicians who are concern to the health of Vietnamese people. SPV uses their Aquafina
product to serve the breakfast for all patients and Alobacsi group throughout the program
(Alobacsi, 2015). This activity proves that SPV concerns to the community and always try to
contribute as much as possible.
 II. Macro Environment
a) Demographic environment
The Worldometers (2014) reports that the population in Vietnam is nearly 93 million in 2014 and
this number is forecasted to rise stably annually. Being ranked the 14th most populous country in
the world, Vietnam is a strong human resource with the young median age. The percentage of
urban people grew steadily from 1% to 2% every year so Vietnamese cities are big market of
convenient daily used items, such as wise bottled mineral water. Bottled mineral water brands are
targeted to young people, with active and modern life in Vietnam cities and be aware the
importance of using clean water. It occurs gradually in daily life activities of Vietnamese such as
playing sports, travelling and enjoying in conferences. In these brands, Aquafina of SPV is building
a reputation by the intelligence in making sure the product quality and choosing well-designed
packaging to attract their customers.
b) Economic environment
Pham Gia Khiem (2009), Chairman of the National Committee for International Economic
Cooperation of Vietnam emphasized that accessing international economic organizations such as
WTO, ASEAN, APEC and ASEM has removed the trade barriers and reduced duty quotas. As a
result of attracting foreign corporations and getting more FDI, Vietnam has become a high
competitive market between companies in the same production field. To illustrate, market research
analysis of Nielsen company (2012) reports that 70-80% of bottled water market is of foreign
manufacturers that reflect severe competition between foreign and local companies (Brands
Vietnam 2012). Furthermore, because of distribution capital ineffectively, inflations that affect
negatively to investing and accounting activities in Vietnam, are big threats to foreign company
such as SPV (Ling, F. and Hoang, V. (2010).
c) Political environment
Vietnamese government encourages free trade to develop economy. The rapid development that
results from free trade in Vietnam not only change the living standard of Vietnamese, but also
change the legal system of economy and trading to adapt to the moving of global economy (Pham
Thi Hong Diep 2013). New changing in tax and corporation regulations will impact on business
activities of local and foreign companies, include SPV, so companies requires the flexibility in
finding appropriate operation methods to local legal conditions and their development direction.
d) Natural environment
Vietnam locates on Southeast Asia within the tropical belt of half-bridge. The tropical weather in
Vietnam is high temperature and humid that is favourable condition to develop bottled water
brands. Especially in hot seasons, consumption volume of bottled mineral water increased
significantly from 30-40% (Baobinhdinh 2015). Furthermore, global pollution affects negatively to
Vietnamese natural environment is essential to be mentioned. Vietnam has a long coastline but the
mainland is encroached seriously by global warming and there is a gradually rise in temperature
annually. Hence, Vietnamese people very focus on brands that have environmental sustainability
strategy (Trinh NT, 2014). PepsiCo is one of the most famous companies in this area because of for
many environmental achievement such as Eco-Fina bottle that was introduced in USA in 2009
which has 50% less plastic and 100% recyclable, and plant-based bottle called PET that is fully
renewable resources (PepsiCo 2011).

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 e) Cultural environment
There is not any abstention in open ideological culture in Vietnam about foreign bottled water
products. Additionally, there are many Western cultures that enter Vietnam such as fast food and
movie theatre that create great opportunities for widening SPV’s market in bottled water area.
However, Aquafina of SPV had faced some troubles which result from consumption habit in using
bottled mineral water products of Vietnamese people. In Case study: Trademark Aquafina (Minh
Dan 2011), Hoang Hai Yen, marketing director of PepsiCo. Vietnam, informs that more than 64%
of people used untreated water that may be contaminated and just 12% used pure water. This is a
big challenge of SPV in promoting Aquafina in a country that most of people does not concern
about quality of living water.
f) Technological environment
To respond the development sustainable demand, SPV has invested a huge amount of money in
applying modern technology on producing Aquafina product. In Case Study: Trademark Aquafina
(Minh Dan 2011), Ms. Hoang emphasized that SPV manufactures in Vietnam use high-tech devices
to make sure absolute purity of international qualified product. In addition, technology also is
applied in promoting campaigns of Aquafina to connect customers by simple and cost-saved ways
and provide better services.

C. SWOT ANALYSIS
STRENGTH WEAKNESS
 Aquafina is a product developed by  Tasteless and odorless (Aquafina
PepsiCo- a popular brand that consumer USA has introduced Wild
preferred and trusted Strawberry flavor. Vinh Hao has
 Contracted with many famous brands introduced Lemon flavor and
(KFC, SUBWAY, Kinh Do and Tribeco) bottled sweet mineral water)
 Good packaging and design, easy to take-  Marketing activities are
away concentrated mainly in the South
 Build the national network (covering 63  Not providing 19L or 20L Bottled
provinces and 5 factories from the West Mineral Water
to the North)  Low quality (2011)
 Strong economic financial ( SPV sales
rose slightly annually)
 Self-advertising campaign effectively
(Aquafina Pure Fashion Show, free
treatment in rural area)

OPPORTUNITIES
 Vietnam opens trade barriers is a
flavourable condition to develop foreign
product such as Aquafina in Vietnamese
market.
 After great success of Aquafina Pure
Fashion in 2014, Aquafina has reached
closer to their young customers (Suntory
PepsiCo 2014)
 Investing on modern technology to make
sure quality of Aquafina.
THREATEN
 Changing in tax regulation and
distribution capital ineffectively
that result in inflation.
 Effected by many scandals about
tax paying and low quality can
break reputation of Aquafina.
 Severe competition from other
brands
 D. STDP

I. Segmentation

Segment Demographic Psychographic Behavioural Geographic

characteristics characteristics characteristics characteristics
Teenagers  Age: 11 – 19  Lifestyle:  Occasions:  Vietnam
years old Active Substitute for nationwide
 Gender: Male  Personality: soft drink
and female Health-  Benefits:
 Income: conscious Good for
Middle and health,
high income everyday
price and
convenient
 User status:
Regular users,
potential
users and
first-time
users
 User rate:
Heavy users
Health-  Age: 20 – 35  Lifestyle:  Occasions:  Vietnam
conscious adults years old Health- Substitute for nationwide
 Gender: Male conscious soft drink
and female  Social class:  Benefits:
 Income: Low, Lower, Good for
middle and middle and health and
high income upper class everyday
price
 User status:
Regular users,
potential
users and
first-time
users
 User rate:
Heavy users
Active adults  Age: 20 – 35  Lifestyle:  Occasions:  Vietnam
years old Active and on Substitute for nationwide
 Gender: Male the go soft drink and
and female  Social class: sponsor drink
 Income: Low, Lower,  Benefits:
middle and middle and Everyday
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 high income upper class price and
convenient
 User status:
Regular users,
potential
users and
first-time
users
 User rate:
Heavy users
Fashionable  Age: 20 – 35  Lifestyle:  Occasions:  Vietnam
people years old Active and Substitute for nationwide
 Gender: Male fashionable soft drink
 Income:  Social class:  Benefits: Big
Middle and Middle and brand,
high income upper class everyday
price and
convenient
User status:
Regular users,
potential
users and
first-time
users
 User rate:
Medium users
Costumers of  Age: Whole  Lifestyle:  Occasions:  Urban areas
luxury hotels age Busy and Substitute for (Ho Chi Minh
and restaurants  Gender: Male brand- soft drink City, Hanoi,
and female conscious  Benefits: Big Hai Phong,
 Income:  Social class: brand, Nha Trang)
Middle and Middle and everyday
high income upper class price and
level convenient
 User status:
Regular users,
potential
users and
first-time
users
 User rate:
Medium users

II. Targeting strategy

a) Current target:
To make Aquafina become one of the strongest brand in Vietnamese bottle water market, Suntory
Pepsi Co Vietnam (SPV) has aimed the extremely wide market for this pure water brand. However,
SPV also identifies some main segments to have suitable marketing strategies for each target
market. Therefore, young people and middle class users are the target markets of Aquafina in
Vietnam (Ms. Yen – Marketing Director of SPV, TBKTSG).
 b) Reason makes SPV choose these segments:
According to the research of The Boston Consulting Group (BCG), Vietnamese economy has been
increasing faster than other Southeast Asian countries since 2007. And BCG credits that the
average per capita income in Vietnam will growth from $1,400 to $3,400 by 2020. Therefore, this
will be a significantly positive impact to spending ability of Vietnamese, so this is a big opportunity
of bottle. That is the reason why Pepsi identifies extremely wide target market for Aquafina
(Richard, 2015). However, Pepsi still keeps focusing on the middle class and young people as main
target, including health-conscious and active adults (20 – 35 years old) with the middle income
level (Ms. Yen – Marketing director of Pepsi Co Vietnam). The reason for this identify is that the
numbers of middle class in Vietnam is increasing quickly. Base on the current analysis of KPMG,
14.6 million of Vietnam’s population are middle class and this number will rise to 21.5 million.
With the growth of spending ability and middle class, this target market will be the most potential
target for Aquafina to exploit. Furthermore, the numbers of people from twenty to thirty five years
old are the highest population in Vietnam with about 25 million people (CIA, 2015), so Aquafina
can get more advantages if focus on this group to increase the sales. Hence, this is also a reason to
make SPV targets young people as the main target market for Aquafina.
c) Targeting strategy:
Although Pepsi has expected an extremely wide target market for Aquafina (Richard, 2015), Pepsi
has identified that the main target is middle class and young people (Ms. Yen). However, Pepsi also
focuses on the fashionable people as one of potential target market for its pure water brand. In
addition, luxury hotels and restaurants are also aimed by Pepsi to expand the bottle water market
for Aquafina. Therefore, the targeting strategy used by Pepsi is differentiated marketing.

E. DIFFERENTIATED

I. Product differentiation
In order to have the pure bottled water, the water supply should be strictly selected. Aquafina has
collects water from deep wells approximately 700 feets below the Earth’s crust. Aquafina also has
used HydRO-7TM, a process to purify and produce perfectly pure tasting water (Aquafina 2015). It
contains seven steps:
 Pre-filtration to remove particles
  Polishing filter where five micron filter make certain that remaining smaller suspended
particles are completely eliminated
 High-intensity light: using Ultraviolet light to estimate organic matter
 Reverse Osmosis (RO): in this stage, water will travel to RO chamber to remove virtually
all dissolved solid in the water by using pressure and especially tiny filters
 Charcoal filtration to isolate trade elements
 Polishing filter make water clear like crystal
 Ozonation: using a special ozone-generating cell to lock in purity (Saqib Decentfllower
2011).
According to Thrillist Taste-Test, Aquafina is ranked 7th place among top 10 purified water brands
(Gentile, D 2014).

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 II. Channel differentiation
Comparing to other competitors, PepsiCo’s distribution network in Vietnam is thoroughly
distributed around the country through Direct Store Delivery; Customer Warehouse and Third-
party Distributor Networks (Bailey, S 2014).
III. Image differentiation
With its attractive bottle design, Aquafina stands a strong chance of creating interest from potential
customers. Aquafina uses blue and white as the two main colors of the package, representing the
water’s freshness and purity: “pure water, perfect taste”. Additionally, PepsiCo’s policy that allows
it to use 40% less plastic in production projects a very appealing “eco-friendly” brand image for
Aquafina (Aquafina 2015).
IV. People differentiation
As the ambassadors of the brand, staffs and employees always put the customers’ satisfaction at the
top priority. They aim that the best quality products should be “right delivery at the right time”
(Saqib Decentfllower 2011).

F. POSITIONING

I. Positioning maps

HIGH QUALITY

LOW PRICE HIGH PRICE

LOW QUALITY

Comparing to the direct competitors such as Dasani, Lavie and

Vinh Hao, Aquafina offers very competitive price at 4,000VND but its quality is superior.
Furthermore, PepsiCo is also known as a prestigious name in the beverage industry so Aquafina is
recommended as the first choice by most of consumers. Statically, Aquafina’s sales is 0.86 billion
U.S. dollars, which was ranked 4th out of the leading 10 bottled water brands of the United State in
2014 (The Statistic Portal 2014).
Sales of the leading 10 bottled still water brands of the United States in 2014 (in billion U.S.
dollars)
 II. Value proposition
According to proportion between prices and product quality, PepsiCo applies “more for less”
positioning strategy for Aquafina. Although Aquafina use the HydRO-7TM process as the hi-tech
purification system, they still offer competitive price as well as the best quality to their clients.   

G. CONCLUSION
Suntory PepsiCo Vietnam (SPV) has managed some extremely successful brands. As time goes on,
not only will its products diversifies into other beverages and soft drink lines but they will also
improve in quality. There are many reasons for Aquafina to become the brand with the largest
market share in Vietnam, one of which was that it was one of the most popular pure water brands in
America. Nevertheless, the most important reason is the quality of Aquafina with the emphasis on
consumer health above all else. Additionally, the research of client’s demands is essential to help
SPV offers various suitable products on the market and enhance its status.  If the current rate of
progress holds, the company Suntory PepsiCo Vietnam will be strong and will keep its dominant
position on the marketplace.

H. REFERENCES
 Alobacsi 2015, “Doan Alobacsi kham tu thien cho hon 600 ba con ngheo mien nui Ba
To,Quang Ngai”, Alobacsi.com, March 30th 2015, viewed on 22th July 2015.
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 <http://alobacsi.com/thoi-su/doan-alobacsi-kham-tu-thien-cho-hon-600-ba-con-ngheo-
mien-nui-ba-to-quang-ngai-a20150330011117125c160.htm>.
 Aquafina 2015, homepage, Aquafina for Happy Bodies, United State, viewed on 16th July
2015
<http://www.aquafina.com/en-US/our-products.html>.
 Bailey, S 2014, ‘PepsiCo: A company overview’, Market Realist, viewed on 16th July 2015
<http://marketrealist.com/2014/12/pepsico-company-overview/>.
 Baobinhdinh 2015, Thi truong nuoc giai nhiet ‘nong ham hap’, baobinhdinh.com.vn,
viewed on 14th July 2015, <http://www.baobinhdinh.com.vn/viewer.aspx?
macm=5&macmp=5&mabb=41757>.
 Brandsvietnam 2012, Doanh nghiep ngoai lam chu nuoc uong dong chai,
brandsvietnam.com, viewed on 14th July 2015,
<http://www.brandsvietnam.com/1074-DN-ngoai-lam-chu-nuoc-uong-dong-chai>.
 Dien Dan Doanh Nghiep 2012, “Chien tranh nuoc uong dong chai”, news.zing.vn,
September 10th, viewed on 13th July 2015
<http://news.zing.vn/Chien-tranh-nuoc-dong-chai-post272515.html>.
 FPT Corporation 2013, “FPT Software to implement DMS-Lite for Suntory Pepsico”, FPT
Corporation website, June 21st, viewed on 13th July 2015,
<http://www.fpt.com.vn/en/newsroom/2013/06/21/29779/>.
 Gentile, D 2014, ‘Do bottled waters actually taste different? We found out’, Thrillist, 22
February, viewed on 16th July 2015
<http://www.thrillist.com/drink/nation/the-best-bottled-water-water-taste-test-thrillist-
nation>.
 Ling, F and Hoang, V 2010, Political, Economic, and Legal Risks Faced in International
Projects: Case Study of Vietnam, ascelibrary.org, viewed on 20th July 2015,
<http://ascelibrary.org/doi/abs/10.1061/(ASCE)EI.1943-5541.0000015>.
 Low. L.C, 2013, “How PepsiCo Made Progress in Vietnam”, WARC, viewed on 16th July
2015, <http://www.warc.com.ezproxy.lib.rmit.edu.au/Content/ContentViewer.aspx?
MasterContentRef=6f8b3960-4adc-45bb-8cf2-
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I. APPENDICES
B. MARKETING ENVIRONMENT
I. Micro environment
RMIT University | MKT1205-MARKETING PRINCIPLES

15
 a) The company
 Financing:
Appendix 1: Performance Highlights Suntory Beverage & Food Limited and Consolidated
Subsidiaries (Suntory Holdings Limited, “Annual report 2014”, Suntory Holdings Limited website,
viewed on July 13th 2015, http://www.suntory.com/softdrink/ir/library/pdf/AR2014.pdf )

e) Competitors

Appendix 2: Dasani product (goodsvn.com)

Appendix 3: Lavie product (www.nestle-waters.com)

Appendix 4: Vinh Hao product (www.21food.com)

Appendix 5: Evian product (www.thepackaginginsider.com)

Appendix 6: Sapuwa product (www.sapuwa.com.vn)