Subject category:
Strategy and General Management
Published in:
1998
Length: 8 pages
Data source: Published sources
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https://casecent.re/p/22544
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Abstract
When the economic embargo against Vietnam was removed in 1994, Pepsi was ready to go. Accordingly, the first bottles were soon rolling off in Ho Chi Minh City. Compared to the Soviet republic and other centrally planned economies where Pepsi had been first, in Vietnam, Coca-Cola was better known due to smuggling. Similarly to Lublin Cola, even Vietnamese Pepsi is a case where multi-local pattern advertising is important, where different regions - different taste matters (ingredients vary according to various tastes), where the device ''be global, act local'' is as useful. In Vietnam, a big problem is distribution which is much less structured than in more developed markets.
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Abstract
When the economic embargo against Vietnam was removed in 1994, Pepsi was ready to go. Accordingly, the first bottles were soon rolling off in Ho Chi Minh City. Compared to the Soviet republic and other centrally planned economies where Pepsi had been first, in Vietnam, Coca-Cola was better known due to smuggling. Similarly to Lublin Cola, even Vietnamese Pepsi is a case where multi-local pattern advertising is important, where different regions - different taste matters (ingredients vary according to various tastes), where the device ''be global, act local'' is as useful. In Vietnam, a big problem is distribution which is much less structured than in more developed markets.