How PepsiCo made progress in Vietnam

Low Lai Chow

Few countries embody the potential of Asia Pacific like Vietnam, where affluence levels and the opportunities for brands are multiplying at a rapid rate. As a result, however, competition has also intensified greatly.

"One of our key challenges has been: how do we sustain our competitive advantage, especially in the context that Vietnam is attracting a lot of players – multinational and very large local players," Shekhar Mundlay, chief operating officer of Suntory PepsiCo Vietnam Beverages, told delegates at AdAsia 2013.

In response, Suntory PepsiCo – a joint venture between the Japanese and American corporate giants – has zeroed in on the points of greatest opportunity within prominent categories. "We chose to follow a differentiation strategy, so that we keep attacking the segments that are very large," said Shekhar.