MARKETING RESEARCH NEW PRODUCT PEPSICO VIET NAM

TABLE OF CONTENT
I) BRAND INTRODUCTION ……………………………………………………..
1) INTRODUCTION PEPSICO VIET NAM…………………………………….03
2) REASON FOR CHOOSING THE TOPIC…………………………………....04
3) OBJECTIVE OF STUDY……………………………………………………....05
II) PRODUCT INTRODUCTION………………………………………………..06
1) DESCRIBE THE PRODUCT………………………………………………….06
1.1) PACKAGING DESIGN AND IT’S COLOR…………………………….07
1.2) INGREDIENTS OF PRODUCT………………………………………….08
2) SWOT – THE NEW DRINK PRODUCT ANALYSIS…………………………
2.1) STRENGHTS……………………………………………………………….08
2.2) WEAKNESSES……………………………………………………………..09
2.3) OPPORTUNITIES…………………………………………………………09
2.4) THREATS …………………………………………………………………10
3) PRICING OF THE NEW PRODUCT…………………………………………...
3.1) COMPETITORS OF THE NEW PRODUCT……………………………11
3.2) COMPARE THE PRICE OF THE COMPETITON…………………….12
4) THE SIZE TO DO RESEARCH ……………………………………………….
4.1) SURVEY SITE……………………………………………………………..12
4.2) THE NUMBER TO CONDUCT SURVEY ……………………………...13
4.3) THE JOB DESCRIPTION AND TASK OF MANAGERS & STAFF
WHEN SURVEYING CUSTOMERS……………………………………………14
5) COST OF CONDUCTING SURVEY……………………………………………
5.1) EXPENDITURES FOR STAFF TO CONDUCT SURVEY……………16
5.2) COST OF CUSTOMERS SURVEY GIFTS……………………………..17
5.3) OTHER COSTS……………………………………………………………17
5.4) TOTAL COST OF SURVEY AFTER 08 DAYS CONDUCTING……..17
6) THE WAY TO DO RESEARCH ………………………………………………..
6.1) HOW TO DO RESEARCH ………………………………………………18
6.2) RESEARCH METHOD…………………………………………………...18
6.3) PERSONAL INFORMATION OF CUSTOMERS ……………………..19

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6.4) CUSTOMERS QUESTIONNAIRE USING THE DRINK……………….23
6.5) QUESTIONNAIRE ESTIMATES LEVEL OF
CUSTOMER SATISFACTION…………………………………………………23
6.6) IMPLEMENTATION TIME ………………………………………………25
7) RESULT AFTER DOING THE RESEARCH …………………………………..
7.1) QUESTIONNAIRE AFTER CUSTOMERS SURVEY…………………...25
7.2) RESULT CHARTS…………………………………………………………..27
III) CONCLUSION…………………………………………………………………31
*REFERENCES……………………………………………………………………..32
* APPENDIX OF 40 TYPICAL CUSTOMERS’ SURVEY………………………..32.

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I) BRAND INTRODUCTION
1) INTRODUCTION : PEPSICO VIET NAM

+History and Development
PepsiCo Incorporatedis one of the most renowned and world’s largest company in food
as well as beverage.This corporation has ranked 29th in the World’s Most Valuable
Brands in 2016 (Forbes Ranking 2016).Inthe late 1890s, Caleb Bradham, a pharmacist
in New Bern, North Carolina, created Pepsi-Cola which was also established when
Pepsi-Cola and Flito-Lay merged. In 1932, Elmer Doolin found the Frito
Company,while Herman W.Lay formed the H. W. Lay Company. TheFrito-Lay
Corporation was incorporated by those two companies in 1961. After that, PepsiCo
Inc. was born via the merger between Pepsi-Cola companyand Frito-Lay company in
1965. The mission statement of PepsiCo is that this corporation focuses onproviding

convenience food and drinks to their customers to become a premier consumer
products company around the world. Financial rewards are generated to other
organizations who invest in as well. PepsiCo will make great efforts in all of thing they
do with their integrity and ethical standards (Barbara Farfan 2016).PepsiCo sells their
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products in more than different 200 countries over the world according to
PepsiCo(2016). More specifically, PepsiCo’s products are available in Vietnam which
is one of the most attractive growth market places achieving competitive advantages
for this company. PepsiCo Incorporated cooperates with Suntory Group which is a
multinational corporation in food and beverage. These two organizations will operate
in their food as well as beverage in Vietnam, including Pepsi-Cola, leading by Mr.
Shekhar Mundlaywho is the CEO & General Director of Suntory PepsiCo Vietnam
Beverage. (Suntory Pepsico Vietnam Beverage 2014).
+Suntory PepsiCo Vietnam Beverage
Executive Chairman: Junji Miyawaki
CEO and General Director: Uday Shankar Sinha
Head Office: 5th Floor, Sheraton Hotel, 88 Dong Khoi Street, District 1, Ho Chi Minh
City
Official JV: April 2013
Suntory PepsiCo Vietnam Beverage Company (SPVB), is 100% owned by foreign
capital, and is a strategic alliance between PepsiCo Inc. and Suntory Holdings Limited,
which was officially formed in April 2013. The company's mission and vision are to
continue to strengthen and maintain the leading position in the beverage industry while
living with the company's values. In the future, we will continue to pursue sustainable
development objectives, bring benefits to our employees and business partners, and
contribute to the communities where we do business and operations.
Company's products can be found all over the country. Suntory PepsiCo Vietnam
Beverage is one of the top national beverage leaders with a huge product portfolio.

The success and popularity of company top ten brands has prompted them to set the
goal of bringing in $1 billion in annual retail sales in 2018.
+Some outstanding achievements of Suntory PepsiCo Vietnam Beverage in the
past several years:
- Top 10 sustainable business in vietnam 2017
- Winning the title of Vietnam high quality goods 17th
- Amcham CSR Award 2017
- Ranked 52th among the 1000 largest corporate income tax payers in 2016
- Top 3 of reputable brands 2017
2) REASON FOR CHOOSING THE TOPIC
-I have already figured out what demands that customers wanted to reach for them.
Actually, one of the most demand of theirs is to drink water.
-I make sure that you know exactly how necessary water is , you know drinking water
plays an important role in our life , it contains over 70% in body. And lack of water
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you cannot be alive .But in this plan, I focus on researching to launch a new product
what is advanced and innovated from the usual kind of one.
-I understand what customers need that is Coffee – you know Coffee is a very good
taste for all of people in the place ( Thu Dau Mot city , Binh Duong province)- where I
made the customer survey about it. Coffee is the best choice for making you feel
refreshed and awake during a busy working day.it is also very good to keep your brain
in status of highest concentration . Moreover , my product is not only solving your
thirsty with pure water , but also it makes you enjoy the coffee flavor to stay cool
,especially people who are addicted to coffee .
-Finally, I decided to research the new product which is the combination of naturally
traditional taste of pure water with coffee flavor.
-That is also my vision in the future with the creation of new taste , new flavor , new
product to be various in customers’choices and if every patron enjoys it and have a so

good feedback , we will get much more and more revenues ,so my increasingly
company capital to keep going on manufacturing .
3) THE OBJECTIVE OF STUDY
-This plan has clear details so that the implementation will not miss. Orientating
appropriate marketing strategy, outlining the challenging opportunities that new
products may encounter, identifying the viability of the product on the market. We can
control the current situations and take measures for some problems later. In addition, I
understand the current needs of customers and provide the most necessary things,
helping to make things convenient and this is also an important part when launching
products to the market. When a company knows its competitor offers the same
product, the company can sue with this brownprint. The report shows the plan for the
company's new product and it also shows the customer's requirements or the strengths
and weaknesses of the product as well as the benefits and limitations that help us to
look at the overall situation. And make an assessment whether or not to introduce new
products.
-With this brownprint, it shows the right criteria for launching new products to the
consumer market, the company will implement as soon as possible. No longer is the
old, normal products such as mineral water products have been widely used, we are
about to launch a new product bring a breakthrough. The "Aquafina coffee flavor"
awakens you, with aromatic flavor from coffee in remote highlands, the company
believes that the product will satisfy all of the hardest customers.

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II) PRODUCT INTRODUCTION
1) DESCRIBE THE PRODUCT :
1.1) PACKAGING DESIGN AND IT’S COLOR
We have an outstanding innovation that we base on the background of the old
Aquafina pure water to design and advance it .And here it is :

In more detailed, we designed it about the background color that it has been changed
from blue to brown color of coffee and as you see , a hot girl model also has been
sticked to the package to make definitely attractive and more dynamic to customers.
The caption of product is “just make difference”. That is shown up what all of my
intention is in this product.

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For the packaged shape, we keep going on using the old one with the same as size
500ml/bottle. I am going to produce about 1000 bottles, and also going to get variety
of different size types. It is made from standard plastic according to the USA quality
.It’s also easy for customers to hold it up , portable , light and absolutely good looking.
It cannot break off from your hands.
It is the outstanding creation package of the product. I totally satisfy with it that is the
product we had spent a lot of time for designing it. My motto of company is focusing
on the quality and suitably good looking as well.
About the color of liquid inside, actually when we mix it up the consistency between
coffee and pure water ,it’s color is a little dark like brown- color , but it is still like a
water not really at all coffee (100%)- just a coffee flavor .
In my recipe to make it, we exactly have pure water (70%) and Coffee Flavor (30%).It
is the perfect combination that we have figured out in our researching process.
1.2) INGREDIENTS OF PRODUCT
-In my research of product quality, the quality of ingredients is very important,
So base on the allowed – safety ingredient standard ISO, we have :
-The main ingredients :

+“Pure water has been processed in system that has been controlled and managed
professionally”
+ The natural Coffee is supplied in Buon Me Thuot Coffee company. We guaranteed
and make sure to always check it out clearly and carefully from the supplier.
+The sugar is also indispensable. We also purchase it from the Bien Hoa Sugar
company which is a well-known brand in the Vietnamese market.
Moreover , I have Nutrition fact on the product for bottle of 500ml
+Calories : 0%
+Total fat : 0 g
+Sodium :0 mg
+Total Carb : 0mg
+Total Sugar : 15g/100ml liquid
+Protein :0g
- Note :Percent Daily Values are based on 2000 calorie diet.
This product is able to use for vegetarian.
2) SWOT – THE NEW DRINK PRODUCT ANALYSIS
2.1) STRENGHTS
-

Brand reputation:

Suntory PepsiCo Vietnam is among the two leading brands in the gas beverages
category in Vietnam. The brand is present everywhere and enjoys a very high level of
brand recognition. For years, it has remained the favorite of consumers.
-

The new product

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At the moment, we have the strength to customers, actually the our product of pure
water with coffee flavor hasn’t been in the market, so we have the creation to sell it
and offer to customer what they need, so we have less rivals to deal with in this
product .Good design so it makes the customer more beautifully tempting and
attractive.
-

Broad product portfolios:

Apart from it, the brand’s product portfolio is quite large with a single competitor
having the ability to match it. Its product portfolio can be challenged only by Coca
Cola. Various products like: tea, juice, cereals, especially pure water with new flavor
…
-

Extensive Global Presence:

Its complementary food and beverages portfolio enables the brand to drive its costs
low as well as provide the customers with several choices. Suntory PepsiCo Vietnam is
a global brand present throughout Vietnam. Moreover, the popularity of the Suntory
PepsiCo Vietnam products is very high and it enjoys high customer loyalty.
-

Popularity of brands and customer loyalty:

Its unique marketing and advertising strategies are another key strength of the brand. If
Suntory PepsiCo Vietnam spends heavily on advertising and marketing then it is to
keep its customers engaged.
-

Marketing and advertising:

The brand tries to keep millions of its customers throughout the world engaged with its
unique marketing and advertising campaigns.
2.2) WEAKNESSES
-

Advertising and marketing cost:

Suntory PepsiCo Vietnam has spent much the expenses on advertising and marketing.
-

Because of the new product, it has not existed in the market , we are afraid of
the customers who have not got familiar with the taste of product.
Passive on price :

The raw materials are not stable, Coffee is supplied from Buon Me Thuot. So company
will be consider to prices. Therefore, company will not control the input costs.
-

Cost of transportation to the agency and retailer or from the supplier to
Company is higher and higher.

2.3) OPPORTUNITIES
-

Increasing the number of health products in its portfolio:

While Suntory PepsiCo Vietnam has seen business decline in the year 2015, the brand

has still some great opportunities that it can use to increase its revenue generating
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opportunities. In this regard, the first thing Suntory PepsiCo Vietnam could easily do is
to add new products to its portfolio.
-

Increasing the size of portfolio:

Suntory PepsiCo Vietnam is an established brand and adding new products could not
just generate revenue and profits, it could also be a means of penetrating market
deeper. Simultaneously, the brand should shift its focus towards healthier products.
-

Increased penetration in domestic and foreign markets:

Suntory PepsiCo Vietnam has a shiny portfolio, but if it wants to compete effectively
with Coca Cola the best thing is to widen the net for the customers. In this regard focus
has to be on increased popularity and loyalty in domestic and foreign markets, and
when Vietnam joins in WTO, Suntory PepsiCo Vietnam will easily expand its market.
-

Partnership with other brands :

Another key source of revenue for the brand can be partnership with the other brands.
Suntory PepsiCo Vietnam can partner other brands to increase its brand recognition in
several parts of the world for mutual benefit. Diversification can also be a good idea
for Suntory PepsiCo Vietnam and it could start from related products.
2.4) THREATS

-

Increased competition or Rivaling:

Another important threat is the heavy competition. The heavy competition in the
industry is adding to the pressure. Over Coca Cola, Suntory PepsiCo Vietnam is still
two other competitors who are Tribeco and Tan Hiep Phat, ... so on.
-

Condition of global economy:

Global recession has left the industry in a very poor condition and it will need to pull
harder to emerge from this recess.
-

Strong dollar:

The dollar has strengthened since the recession eating into the profits of Suntory
PepsiCo Vietnam.
-

Water scarcity:

Next, is the water scarcity globally that can be a major pain not just for Suntory
PepsiCo Vietnam but also for its competitors in industries.
-

-

Here is Summary:

STRENGTHS
Brand image
Broad product portfolio
Extensive Global Presence

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-

WEAKNESSES
Advertising and marketing
Passive on price
Partnership with other brands


-

Popularity of brands and customer
loyalty
Marketing and advertising
The new product
OPPORTUNITIES
Increasing the number of health
products in its portfolio
Increasing the size of portfolio
Increased penetration in domestic and
foreign markets
Partnership with other brands

-

THREATS
Increased competition
Condition of global economy
Strong dollar
Water scarcity

3) PRICING OF THE NEW PRODUCT
3.1) COMPETITORS OF THE NEW PRODUCT
Our Competition ,Our general products, particularly, drinking products are in highly
competitive categories and markets and compete against products of international
beverage, like us, operate in multiple geographies, as well as regional, local and
private label manufacturers, economy brands and other competitors. In many countries
in which our products are sold, including the United States, The Coca-Cola Company
is our primary beverage competitor. Other beverage, food and snack competitors
include, but are not limited to, DPSG, Kellogg Company, The Kraft Heinz Company,
Mondelez International, Inc., Monster Beverage Corporation, Nestlé S.A., Red Bull
GmbH and Snyder’s-Lance, Inc. In 2017, we and The Coca-Cola Company
represented approximately 23% and 20%, respectively, of the U.S. liquid refreshment
beverage category by estimated retail sales in measured channels, according to
Information Resources, Inc. However, The Coca-Cola Company has significant
carbonated soft drink (CSD) share advantage in many markets outside the United
States. Our beverage, food and snack products compete primarily on the basis of brand
recognition and loyalty, taste, price, value, quality, product variety, innovation,
distribution, advertising, marketing and promotional activity, packaging, convenience,
service and the ability to anticipate and effectively respond to consumer preferences
and trends, including increased consumer focus on health and wellness and the
continued acceleration of e-commerce and other methods of distributing and
purchasing products. Moreover, we also have to deal with the domestic rivals like Tan

Hiep Phat and Tribeco corporation. Success in this competitive environment is
dependent on effective promotion of existing products, effective introduction of new
products and reformulations of existing products, the effectiveness of our advertising
campaigns, marketing programs, product packaging, pricing, increased efficiency in
production techniques, new vending and dispensing equipment and brand and
trademark development and protection. We believe that the strength of our brands,
innovation and marketing, coupled with the quality of our products and flexibility of
our distribution network, allows us to compete effectively.
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3.2) COMPARE THE PRICE OF THE COMPETITON
The amounts of money charged for a product (Aquafina Coffee Flavor). Price
of product should be that which gives maximum benefits to the company and which
gives maximum satisfaction to the customer.
Following factors Suntory PepsiCo Vietnam kept in mind while determining the
pricing strategy.
+Price should be set up according to the product demand of public
+Price should be that which gives the company maximum revenue.
+Price should not be too low or too high than the price competitor is charging from
their customers otherwise nobody will buy your product
+Price must be keeping the view of your target market
Rates: (for 1 product)
500ml.............................................
:
5,200VND
Compare it to the Old Aquafina water bottle :
3,800 VND
So for one bottle of product (500ml) .Our company is going to launch and
sell to the agencies , supermarkets,… is 5,200 VND / bottle

4) THE SIZE TO DO RESEARCH
4.1) SURVEY SITE
Base on the research of new product is the drink so we decided to choose
+20 coffee shops (consist of High land, Phuc Long , and big-SIZE well-known coffee
shops to do survey.

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+Location : Thu Dau Mot city , Binh Duong province.

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*Here is the address of

Map of Thu Dau Mot City
High land Coffee in Thu Dau Mot :
1/ 325 Đại lộ Bình Dương, Phú Thọ, tp. Thủ Dầu Một, Bình Dương.
2/ 1 Trần Hưng Đạo, Phú Cường, Tp. Thủ Dầu Một, Bình Dương
3/ 1 Phú Lợi, Phú Hoà, Tp. Thủ Dầu Một, Bình Dương
4/ 540 Đại lộ Bình Dương, Hiệp Thành, Tp. Thủ Dầu Một, Bình Dương

Phuc Long in Thu Dau Mot:
1/ 44 Nguyễn Đình Chiểu, Phú Cường, Thủ Dầu Một, Bình Dương.
And 15 coffee shops along the streets in Thu Dau Mot city.
TOTAL

The scope to do customer survey is 20 coffee Shops in Thu Dau Mot City.

4.2) THE NUMBER OF PEOPLE TO CONDUCT SURVEY
To do the survey we need a mount of staff , specific in table below:
+2 managers
+20 Staff
Total : 22 people to conduct it .

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Position

Manager

Staff

Quantity

2

20

Unit

People

people


4.3) THE TASK OF MANAGER AND STAFF WHEN SURVEYING
CUSTOMERS

+Job description for survey team:
*One staff member for doing survey for 1 coffee shop ( 20 staff for 20 coffee
shops).
*Time for conducting : From 9.00 Am to 9.00 Pm
Day : Only 2 days /Week : Saturday and Sunday Only.
Duration : 4 weeks = 8 days (in September ,2018)

+All survey team members must have the following qualifications:
 They should be able to write and read the main language used for the survey
and speak the local languages of the areas where the survey will be conducted.
 They should have sufficient level of education, as they will need to read and
write fluently and count accurately.
 They should be physically fit to walk long distances and carry the measuring
equipment.
+Tasks of Staff :
The coordinator guarantees the respect of the survey methodology; s/he has the
responsibility for:
1- Gathering available information on the context and survey planning and
customers.
2- Training team members.
3- Supervision of the survey: Taking necessary actions to enhance the accuracy of
data collected.
+Tasks of Managers:
1. Ensures all forms and questionnaires are ready at start of day;
2. Ensures all equipment is ready at start of day;
3. Calibrates measurement instruments on daily basis;
4. Ensures all food/refreshments are ready at start of day;
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5. Organises briefing meeting with his/her team before departure in morning;
6. Speaks with representatives to explain the survey and its objectives,
7. Manages the households selection procedure;
8. Uses a local events calendar to estimate the age;
9. Checks if the child is malnourished (checks for the presence of oedema) and if
child or woman is severely anaemic and fills the referral form if necessary;
10. Fills the children and women questionnaires;
11. Supervises the team member filling out the household questionnaires on
WASH, food security and mosquito net coverage;
12. Ensures that houses with missing data are revisited before leaving the field the
same day;
13. Checks that all forms are properly filled out before leaving the field.
14. Ensures that all the equipment is maintained in a good state;
15. Manages time allocated to measurements, breaks and lunch;
16. Ensures security of team members; and
17. Note and report the problems encountered.
5) COST OF CONDUCTING SURVEY
5.1) EXPENDITURES FOR STAFF TO CONDUCT SURVEY
As I already mentioned it in ( 4.3) “Job description for survey team, so I have the
table (below):

Position

Quantity

Wage/person/day

A mount
of
working

day

Managers

2

500,000 VND

8 days

8,000,000 VND

Staff

20

300,000 VND

8 days

48,000,000 VND

Total:

Cost

56,000,000 VND

5.2) COST OF CUSTOMERS SURVEY GIFTS
We decided to let customers try the new product for free 100% by giving it to them.

Gift
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Quantity

Cost for 1 bottle

Cost


A bottle of pure
water with coffee
flavour

1000
(bottle)

5,200 VND

5,200,000 VND

Total :

5,200,000 VND

5.3) OTHER COSTS

Survey papers
Potable water
Advertising

Quantity

cost

2200
80
50

700,000 VND
800,000 VND
7,000,000 VND

Total

8,500,000 VND

5.4) TOTAL COST OF SURVEY AFTER 08 DAYS CONDUCTING:
Worker survey
Cost of gift for survey
Other costs
Total

56,000,000 VND
5,200,000 VND
8,500,000 VND
69,700,000 VND

6) THE WAY TO DO RESEARCH
6.1) HOW TO DO RESEARCH

Based on the idea of my new product pure water with coffee flavor. I am going to do a
descriptive research ,gathering and collecting primary data to measure customer’s
attitude toward my new product. The design of business product suitable. The survey
subjects are individuals, any individual ages from 6 to 50 even 60 or over can be
selected to take part in the interview.
Data to be selected from surveys of respondents consist of : Age, residence, to filter
the object .Gender, Income ,occupation as well. The level of interest in Drink needs ,
demands to measure the positivity /negativity of customers’ reaction to the new
product.
6.2) RESEARCH METHOD:
Using quantitative research methods, data was collected by questionnaires directly
interviewed customers in coffee shops .
Interviewees was picked according to convenient methods.

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Questionnaires were constructed by 2 steps : rough construction which based on the
data to be collected above. The question was thoroughly investigated by the question
form , answer options and responding scales.

Modify, revise the questionnaires after interviewing a few relatives and friends to
make sure that everyone can understand the meaning of the questions and can response
correctly and immediately.
The questionnaires was designed with 19 closed questions and 1 opening question
with some background of personal information.

The questionnaires collected by the members was were checked out by the managers :
Remove or delete the questions which are not right to subjects , correct the wrong
answer ,encrypt the answer to the open question in a unified manner.

To limit errors in the input , I am going to import survey data in Exel Microsoft
program in a unified input format .Then, the date is gathered in one place to check the
consistency ,assemble in to a file and copy it all together through SPSS Data viewer.
Finally , data will be processed and analyzed in SPSS.
I conducted this survey in 4 types of question to save time for customers .
-Multiple choices (choose option A, B, C, or D)
-Yes/no questions
-Level questions
-W-H questions (What, where , when , why , How )
*Below is a survey of customer product of pure water with coffee flavor.

6.3) PERSONAL INFORMATION OF CUSTOMERS :

QUESTIONNAIRE ON THE PRODUCT OF PURE WATER WITH COFFEE
FLAVOR
Name:
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Phone number:
Address :
Email (If have) :

*Please tell me your information
1. Age

4. Family Status

c 6 to 16
c Single, live alone

c 17 to 25
c Single, live with family
c 26 to 40
c Married
c 41 to 60
5. Occupation
c Over 60
c Office Staff
2. Education
c Teacher
c High school
c Student
c University
c Housewife
c Secondary school
c Others
c Primary school
c Postgraduate
3. Income

c Under 3 million/month
c 3-5 million/month

c 5- 8 million/month

c Over 8 million/month

6.4) CUSTOMERS QUESTIONNAIRE USING THE DRINK
1. Do you often drink water?
A) Yes

B) No
C) Sometimes
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D) Never
2. Do you often drink coffee?
A) Yes
B) No
C) Sometimes
D) Never
3. Have you ever heard of pure water with coffee Flavor?
A) Already
B) Never
C) Some where
D) Don’t know about it
4. Which company’s Drinks do you like?
A) Pepsi
B) Coca Cola
C) Chương Dương
D) Tân Hiệp Phát
E) Other options
5) Why do you drink beverages of the well-known brands?
A) Good quality
B) Cheaper price
C) Expensive
D) Other options

6) Where do you often buy a drink?
A) Street-side vendors

B) Department stores
C) Super markets
D) Malls
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E) Other options
7) How much money you would like to spend for a water drink?
A) 5000 VND
B) 7000 VND
C) 10,000 VND
D) Higher Price
8) What tastes do you like on Water drink?
A) Lemon
B) Chocolate
C) Coffee
D) Coconut
E) Others
9) Do you like pure water with coffee flavor?
A) Yes
B) No
C) Don’t care so much!
10) What kinds of colors you want to see on the packaged drinking bottle?
A) Pink
B) Black
C) Blue same as old one
D) Brown
E) Others

11) If we launch the pure- water with coffee flavor to market! How many

percentages you would like to taste and purchase it?
A) 100%
B) 75%
C) 50%
D) 25%
E) 0%
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12) Are you an addicted – coffee person?
A) Yes
B) No
13) How do you feel about the advertising of Aquafina coffee flavour?
Very impressive

Impressive

Very unimpressive

Unimpressive

Normal

14) Do you agree that Aquafina coffee flavour is safe and good for health?
Absolutely agree

Agree

Absolutely disagree

Disagree

15) How do you know about Aquafina coffee flavour?
Television, newspapers
Friend

Internet
Other

16) When talking about the frequency of using Aquafina coffee flavour, which one
do you choose?
Everyday

2 to 5 times a week

1to 2 times a week

Less than 1 to 2 times a month

17) If the Suntory PepsiCo company organize promotions, what kind of
promotions do you want?
Free samples

Give a gift

Sweepstakes

Gift voucher

Product discounts

18) In the future pepsico company launched products with new flavors, are you
willing to buy or not?
Yes

No

19) If the Suntory PepsiCo company offer Aquafina with new flavor, what flavor
do you like?
(coffee,orange, apple, grape, pineapple, durian,coconut..)

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20) If you would like to buy a water drink , How much money is suitable for you?

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6.5) QUESTIONNAIRE ESTIMATES LEVEL OF
CUSTOMER SATISFACTION
Please Read the following sentences carefully. After each statement please stick
(X) in the box best for represents your point of views at the following levels:
1. Completely Do not agree / 2.Do not agree / 3. Do not option /4.Agree
5. Absolutely agree

Number

Description of point of views

01

Price
Price of Pure water with coffee flavor

02

This product is cheap

03

The price is suitable for everyone

04

Product is higher cost than others available

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1

2

3 4

5


05

Price is high compare to quality

06

I am satisfied with the price for paid to the product

07

Quality of Product
Ingredients of product are so good and healthy

08

The bottle is friendly with environment

09

The product has a pleasant aroma

10

The coffee flavor is so refresh and wonderful

11

Promotions
Form of promotion are frequent

12

Form of promotion are various and plentiful

13

Form of promotion for being attractive to everybody

14

Form of promotion are widely introduced

15

Model of Pure water with coffee flavor
I’d like to use the bottle shape of product

16

I’d like to use the packaged shape of product

17
18
19
20

Convenience of product to use
Beautiful and tempting of this product
Packaging is sure and firm
I’d like to use the model of product

6.6) IMPLEMENTATION TIME
*Time for conducting : From 9.00 Am to 9.00 Pm
Day : Only 2 days /Week : Saturday and Sunday Only.
Duration : 4 weeks = 8 days (in September ,2018)
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7) RESULT AFTER DOING THE RESEARCH
7.1) QUESTIONNAIRE AFTER CUSTOMERS SURVEY

Here is the table of 40 typical customers who are on behave of 1000 customers

equivalently we have already surveyed and collected a lot of useful information
that they offered.

01

Phạm Trọng Anh

Male

31

02

Nguyễn Ngọc An

Male

21

03

Lê Hoàng Anh Thi

Male

26

04

Phạm Trung Kiên

Male

25

05

Phương Hồ Tấn Kiệt

Male

15

06

Nguyễn Đức Châu

Male

17

07

Trần Thị Ngọc Liên

Female

18

08

Nguyễn Thùy Linh

Female

26

09

Nguyễn Gia Huy

Male

30

10

Nguyễn Phương Linh

Female

25

11

Trương Phương My

Female

19

12

Trịnh Phương Thùy

Female

22

13

Nguyễn Thuỳ Linh

Female

21

14

Nghiêm Khánh Linh

Female

29

15

Lê Hải Anh

Male

17

16

Vũ Hùng Anh

Male

15

17

Đào Thị Duyên

Female

21

18

Quách Thanh Trúc

Female

21

19

Trần Ngọc Danh

male

31

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