Marketing Principles Assignment 2

Marketing Principles – Assignment 2
Maple Group – F05A

BANKING ACADEMY, HANOI
BTEC HND IN BUSINESS (FINANCE)
ASSIGNMENT COVER SHEET

NAME
OF STUDENT
REGISTRATION
NO.
UNIT TITLE
ASSIGNMENT TITLE
ASSIGNMENT NO
NAME OF ASSESSOR
SUBMISSION DEADLINE

Unit 4: Marketing Principles
Gatorade Marketing Mix Programme
2 of 2
January 2013

I, __________________________ hereby confirm that this assignment is my own work and not copied
or plagiarized from any source. I have referenced the sources from which information is obtained by
me for this assignment.

________________________________

Signature

_________________________

Date


Marketing Principles – Assignment 2
Maple Group – F05A

Serial Group member (Vietnamese
No
Name)

Group member
(English Name)

Class

Student no

Signature

SO4

Leader:

----------------------------------------------------------------------------------------------------------------

FOR OFFICIAL USE (Course Administrator)

Assignment Received By:

Date:


Marketing Principles – Assignment 2
Maple Group – F05A

Unit Outcomes
Outcome

Evidence for the
criteria

Feedback

Assessor’s decision
First

Understand
the
individual
elements of
the
extended
marketing
mix

LO3

Be able to
use the

marketing
mix in
different
contexts

LO4

Explain how
products are
developed to sustain
competitive
advantage

3.1

Explain how
distribution is
arranged to provide
customer
convenience

3.2

Explain how prices
are set to reflect an
organisation’s
objectives and
market conditions

3.3

Illustrate how
promotional activity
is integrated to
achieve marketing
objectives

3.4

Analyse the
additional elements
of the extended
marketing mix

3.5

Plan marketing
mixes for two
different segments in
consumer markets

4.1

Illustrate differences
in marketing
products and
services to
businesses rather
than consumers

4.2

Show how and why
international
marketing differs
from domestic
marketing.

4.3

Re-

Internal
Verification


Marketing Principles – Assignment 2
Maple Group – F05A
Outcome

Evidence for the
criteria

Feedback

Assessor’s decision

Merit grades awarded

M1

M2

M3

Distinction grades awarded

D1

D2

D3

Internal
Verification

Assignment

( ) Well-structured; Reference is done properly / is not done properly /should be done (if any)

Overall, you’ve passed / referral………outcomes

Areas for improvement:

 To achieve a pass, you must meet all the requirements defined in the assessment criteria.
 To achieve a merit, you must identify and apply strategies to find appropriate solutions and
appropriate methods/techniques as well as to present and communicate appropriate findings.
 To achieve a distinction, you must use critical reflection to evaluate own work and justify
valid conclusions as well as to take responsibility for managing and organizing activities


ASSESSOR SIGNATURE

DATE

/ 1 /2013


Marketing Principles – Assignment 2
Maple Group – F05A
Outcome

Evidence for the
criteria

Feedback

Assessor’s decision

NAME: Doti Chee

(Oral feedback was also provided)

STUDENT SIGNATURE

DATE

NAME :..............................................................................

FOR INTERNAL USE ONLY

VERIFIED
DATE

YES

NO

: .................................................................

VERIFIED BY : .................................................................
NAME

: .................................................................

/

/

Internal
Verification


Marketing Principles – Assignment 2
Maple Group – F05A

SCENARIO – GATORADE IN VIETNAM

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands,
including 19 different product lines that each generates more than $1 billion in annual

retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and
Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy
to our consumers in more than 200 countries. With annualized revenues of nearly $60
billion, PepsiCo's people are united by our unique commitment to sustainable growth,
called Performance with Purpose. By dedicating ourselves to offering a broad array of
choices for healthy, convenient and fun nourishment, reducing our environmental
impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances
strong financial returns with giving back to our communities worldwide.

PepsiCo (NYSE: PEP), the world's second largest food and beverage business, today
announced that it plans to invest US$250 million in Vietnam over the next three years.

"I am pleased to announce that over the next three years we expect to invest $250
million in our food and beverage businesses in Vietnam," said Mr. Saad Abdul-Latif,
chief executive officer of PepsiCo Asia, Middle East and Africa, to a gathering of
employees, business partners and community leaders in Ho Chi Minh City. "Vietnam
represents one of PepsiCo's most exciting growth opportunities, and this investment is a
reflection of our confidence in this dynamic country and the talented people who live
and work here."

PepsiCo offers product choices to meet a broad variety of needs and preference -- from
fun-for-you items to product choices that contribute to healthier lifestyles. Gatorade is
the Official Sports Drink for the NFL, NBA, MLB, WNBA, AVP, MLS, MLL, along with
numerous colleges and universities across the United States. Further, Gatorade
sponsors the New York and Boston Marathons, the Chicago Triathlon, the Ironman
World Championship and developed the in-car hydration system for NASCAR.


Marketing Principles – Assignment 2
Maple Group – F05A

Gatorade director William Morris says his team has seen a fundamental shift from
discipline-based marketing to managing communication through product teams.
“Before, we had a marketing communications department, or a PR department, pushing
out strategy for all our products, no matter who the target was.

“Now we have teams associated with each [Gatorade] product line looking at how
people engage with the products,” he says. These conversations in turn will influence
where the brand goes in terms of new product development and its communications.

Gatorade is now moving towards being able to measure the effect of putting particular
messages into social media, as well as the kinds of sentiments people show in
response. “If the spend doesn’t really push up sentiment or awareness then we move to
a different channel,” he says.

Success in this competitive environment is dependent on effective promotion of existing
products, the introduction of new products and the effectiveness of our advertising
campaigns, marketing programs and product packaging. We believe that the strength of
our brands, innovation and marketing, coupled with the quality of our products and
flexibility of our distribution network, allow us to compete effectively.

The above data has been based on a real life organisation, but details have been
changed for assessment purposes and do not reflect the current management
practices.

Students are advice to visit as well as look into the organisation’s website, competitors’
information and other information relevant to the case.

With the information of ‘Gatorade’ in the Assignment 1, and the above, you, have been
asked to assist and present to your marketing manager a report on the following:

TASKS


Marketing Principles – Assignment 2
Maple Group – F05A

•

Explain how ‘Gatorade’ are developed to sustain competitive advantage

•

Explain how distribution of Gatorade is arranged to provide customer convenience
(3.2)

•

Explain how prices are set to reflect Gatorade objectives and market conditions
(3.3)

•

Illustrate how promotional activity of Gatorade is integrated to achieve marketing
objectives
(3.3)

•

Analyse the additional elements of the extended marketing mix of Gatorade

(3.1)

(3.4)
•

Plan marketing mixes for two different segments in consumer markets for Gatorade
(4.1)

•

Illustrate differences in marketing products and services to businesses rather than
consumers for of Gatorade
(4.2)

•

Show how and why international marketing differs from domestic marketing for
Gatorade in Vietnam
(4.3)


Marketing Principles – Assignment 2
Maple Group – F05A

GRADING

Pass

is achieved by meeting all the requirements defined in the assessment criteria.

(Refer page 2 of this assignment brief)

Merit

Identify and apply strategies to find appropriate solutions

(M1)

Characteristics / Possible Evidence – Relevant theories and techniques
have been applied to individual elements of marketing mix to arrive
effective judgments for the given products as well as different marketing
segments and contexts.

Select and apply appropriate techniques

(M2)

Characteristics / Possible Evidence – Appropriate methods select and
apply to justify different market segments and contexts using of various
sources of information for the given products.

Present and communicate appropriate findings

(M3)

Characteristics / Possible Evidence – An appropriate structure and
approach has been used to prepare market reports to your clients’.
Present data using a range of methods e.g. tables or charts etc.

Distinction

Take responsibility for managing and organizing activities

(D2)


Marketing Principles – Assignment 2
Maple Group – F05A

Characteristics / Possible Evidence – Evaluate the importance and impact
of each element of the marketing mix to the marketing strategy and
organize activities to different segments and contexts.

Demonstrate convergent, lateral and creative thinking

(D3)

Characteristics / Possible Evidence – Apply the theoretical knowledge in
creating a marketing programme for a specific product and market
segments, include all marketing mix decisions.


Marketing Principles – Assignment 2
Maple Group – F05A

PRESENTATION

1. The assignment should have a cover page that includes the assignment title,

assignment number, course title, module title, Lecturer/tutor name and student’s

name. Attach all the pages of assignment brief/cover sheet with your report and
leave them blank for official use.
2. Ensure that authenticity declaration has been signed.
3. This is an individual assignment.
4. Content sheet with a list of all headings and page numbers.
5. A fully typed up professionally presented report document. Use 12 point Arial or

Times New Roman script.
6. Your assignment should be word-processed and should not exceed from 3,000

words in length. A CD should be included with references and accompanying
notes.
7. Use the Harvard referencing system.
8. Exhibits/appendices are outside this limit.
9. The assignment should be not contain a bibliography – but should contain a list

of any references used in the assignment.

NOTES TO STUDENTS FOR SUMMISSION
•

Check carefully the submission date and the instructions given with the
assignment. Late assignments will not be accepted.

•

Ensure that you give yourself enough time to complete the assignment by the
due date.

Marketing Principles – Assignment 2
Maple Group – F05A
•

Do not leave things such as printing to the last minute – excuses of this nature
will not be accepted for failure to hand-in the work on time.

•

You must take responsibility for managing your own time effectively.

•

If you are unable to hand in your assignment on time and have valid reasons
such as illness, you may apply (in writing) for an extension.

•

Failure to achieve a PASS grade will results in a REFERRAL grade being given.

•

Take great care that if you use other people’s work or ideas in your assignment,
you properly reference them in your text and any bibliography.

•

NOTE: If you are caught plagiarizing, the University policy and procedures
will apply.

Marketing principle: Gatorade in Vietnam


Marketing Principles – Assignment 2
Maple Group – F05A

Prepared for:
Ms. Doti Chee (Lecturer)
Unit 4: Marketing
Banking Academy, Hanoi
BTEC HND in Business (Finance)

Prepared by:
MAPLE GROUP
Number of words:
Submission date: 7thJanuary, 2013


Marketing Principles – Assignment 2
Maple Group – F05A

Executive Summary
This report draws an analysis and evaluation of marketing principles as well as the marketing
process of PepsiCo Company for Gatorade in Viet Nam.
PepsiCo was found in 1965 and become a global food and drink company leader with net
revenues of more than $65 billion and over 142,000 employees. PepsiCo’s success is result of
high standards of performance and high integrity of people. PepsiCo brand are available in
nearby 200 countries, and Gatorade's line of performance drinks adds over 45 years and it is a
dominant product in the sports drink market. Gatorade was created to meet the needs of highperformance athletes and launch in Viet Nam in 2003.
Viet Nam is an ideal market for PepsiCo in launch Gatorade. Therefore, it is necessary for

PepsiCo to understand the requirement of consumer and market in Viet Nam. The report
evaluates this range base on many reliable sources and applies my marketing knowledge on
Gatorade, so this report includes:
•
•
•
•
•
•
•

Explain how products are developed to sustain competitive advantage
Explain how distribution is arranged to provide customer convenience
Explain how prices are set to reflect an organisation’s objectives and market conditions
Illustrate how promotional activity is integrated to achieve marketing objectives
Analyses the additional elements of the extended marketing mix
Plan marketing mixes for two different segments in consumer markets
Illustrate differences in marketing products and services to businesses rather than

•

consumers
Show how and why international marketing differs from domestic marketing.

The recommendation for PepsiCo is that the company should do research about market and its
customers to have deeply understanding about them to meet their requirements. Therefore, the
company will gain more achievements in business operation.


Marketing Principles – Assignment 2

Maple Group – F05A

Table of Contents


Marketing Principles – Assignment 2
Maple Group – F05A

Introduction
Marketing is an important activity for all the firms, it has strongly influence on the firms. As we
know, all the success’s company has much effectiveness marketing activity and they invest much
money, human, and times to research and develop it. Thanks to marketing, company can make
consumer know their product and service, in the other side, marketing help company can meet
consumer’s requirement. However, marketing is the not easy to finish in the effective way for all
company. It is a long process need many times and effort of company. Therefore, to achieve the
objective, all company have to have the specific marketing strategy, which define what you do to
find out who will buy this product or service, what their demand are, and how to company can do
to achieve them.
There are many sources of information in this research such as internet, book, article, case study
and some research that study the same topic with this product. In all sources, the main sources of
this research are internet. It brings information about Gatorade, the development history of their
product and all information about product such as series, flavors, style of product and so on.
Besides internet, book, article, case study and others research are the important source to help
complete research about marketing of Gatorade in Viet Nam.
However, because of limitations about time, words, this assignment only gives general
information. The researcher hopes that those disadvantages will be improved in the future.


Marketing Principles – Assignment 2
Maple Group – F05A

3.1 Explain how products are developed to sustain competitive advantage
3.1a: FAB (Features, advantages and benefits)
Product

Features
Advantages
Many kind of • More
choices
great tasting
customers
flavors
• More delicious
High quality

•
•

Gatorade

Benefits
for • Satisfies
individual
demand of each people
• Loved by customers for
first use

Contains more nutrients •
good for body
•

More
optimal
combination of fluids, •
electrolytes,
carbohydrates

•

Better for the health
Make customers feel
safer when they use them
Keep
long-term
relationship
with
customers
Suitable for athletes and
people who like sports
Attract customers for the
first sight
Time - saving

•
•

Feel comfortable for use
Economy of initial outlay

•

Packaging

Plastic bottles

•
•

•
•

More fashionable
Easier
to
know
components and other
information related to the
product
Lighter
Easier to clean and reuse

•


Marketing Principles – Assignment 2
Maple Group – F05A


Marketing Principles – Assignment 2
Maple Group – F05A

3.1b: Unique selling proposition (USP)
Gatorade
Thirst quenching



Replaces vital fluids and electrolytes



Improved performance



PowerAde

Pocari Sweat






Affordable
Convenient







As can be seen, Gatorade has more innovative features which distinguish it from direct
competitors: PowerAde and Pocari Sweat. It helps Gatorade to maintain the
competitive advantages and built a strong position in a niche market opportunity. To
promote this, Gatorade create unique selling proposition, namely:
 “To thirsty, sweaty jock, ‘Gatorade’ is the original sports beverage that

quenches thirst while replacing fluids and electrolytes.”
 Gatorade is the only sports drink
• That is thirst quenching
• For the youth who leads an “active” lifestyle
• That promises to improve performance
 No brand has a similar position
 Others focus on complete with electrolytes and positively charged ions

(PepsiCo, n.d.)
3.1c: The Product Life Cycle
In Viet Nam, Gatorade build brand, increase sales and profit, so Gatorade brand would
be placed in the growth stage of the product life cycle. In this stage, Gatorade needs to
follow the steps in the following marketing strategies to compete with competitors


Marketing Principles – Assignment 2
Maple Group – F05A


Marketing Principles – Assignment 2
Maple Group – F05A

3.1d: Branding
3.1d1: Brand leadership
To be a brand leader, Gatorade of PepsiCo should focus on two factors:


Marketing Principles – Assignment 2
Maple Group – F05A


Marketing Principles – Assignment 2
Maple Group – F05A

3.1d2: Brand positioning
High Price
Gatorade
Samurai

PowerAde

Low Quality

High Quality
Red Bull

Low Price
Perceptual Mapping
The desired position of Gatorade is illustrated in the above map with high price
and high quality because of some following reasons:
•

Quality of products is first priority of customers. Therefore, with modern
production line and stated objectives, PepsiCo always focus on this thing

•

to attract and maintain customers.
Vietnam is a developing country so price is an important factor which
customers would decide whether buy that product or not. However,
customers will not buy low quality products at any prices. Therefore,
Gatorade always expects to create high quality products with prices
equivalent to what their product bring and satisfy customers’ demand.

3.1e: The Ansoff Growth Matrix
Ansoff’s four strategies are tools which enables business to decide growth strategy
depends on whether to sell new or existing products in new or existing markets. For
Gatorade in Vietnam, strategy is taken is market penetration (existing markets and
existing products). Gatorade is launched into Vietnam in 1991, through 15 years
operates; PepsiCo becomes the leader in term of sport drinks. More than ever,
Gatorade brand placed in the growth stage of the product life cycle. Therefore, the


Marketing Principles – Assignment 2
Maple Group – F05A

PepsiCo use this strategy is suitable for increasing competitive advantages. To
implement this strategy, PepsiCo have used many ways, for example by increasing
promotion, more distribution channels, and product improvements.
3.2. Distribution is arranged to provide customer convenience.
3.2a Five rights of distribution
The “Five rights of distribution” includes the right product, the right place, the right

time, the right quantity and the right price:


Marketing Principles – Assignment 2
Maple Group – F05A