Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 398-133-1
Published in: 1998
Length: 8 pages
Data source: Published sources

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.
Location:
Industry:
Size:
Large
Other setting(s):
1994

About

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.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1994

Related