207984467 Final Marketing Project Pepsi

8/10/2019 207984467 Final Marketing Project Pepsi

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INDEX

CHAPTER -1

INTRODUCTION ABOUT THE TOPIC

1.1 INTRODUCTION

1

Chapte

r

Particular Page No.

1 Intro uction A!ou the Topic1.1 Introduction 1

1.2 Defination 11.3 Marketing Strategy 21.4 Marketing Mix 4PS 2-31.5 Ob ecti!e of t"e #tudy 3-41.$ %e#earc" Met"odio&ogy 4

" In#or$ation A!out Pep%ico2.1 Indu#try Profi&e 5-$2.2 'o()any Profi&e *2.3 +i#tory , 2.4 Mi##ion / 0i#ion / It# P"i&o#o)"y 1 -132.5 Pe)#ico In India 13-142.$ O!er!ie of Pe)#ico In India 14-21

& 'ar(eting 'i) *trateg+ o# Pep%ico3.1 Marketing Strategy of Pe)#ico 223.2 Marketing Mix In Pe)#ico 22-243.3 Marketing Sy#te( 24-2*3.4 Perfor(ance it" Pur)o#e 2*-23.5 Seg(ent of Market 2 -313.$ Pe)#ico Po#itioning 31-323., S ot na&y#i# 33-343. 'onc&u#ion 353.1 ib&iogra)"y 3$


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Marketing dea it" identifying and (eeting "u(an and #ocia& need#. One of t"e #"orte#t

definition# of (arketing are (eeting# need# )rofitab&y.6 7"e 21#t century# t"e era of

d!erti#ing8 Marketing and Sa&e# Production9 Marketing i# to con!ert #ocia& need# into

)rofitab&e o))ortunitie#. # it i# #aid Marketing t"inking #tart# it" t"e "u(an need# and

ant#6. )art fro( ba#ic nece##itie# of air8 ater8 #"e&ter and c&ot"ing8 e!ery )er#on "a#

#trong de#ire for recreation and entertain(ent. 7"ey "a!e #trong )reference for )articu&ar

brand of ba#ic and #er!ice#. Marketing #er!e# a# t"e &ink bet een t"e #ociety:# need# and it#

)attern of Indu#tria& re#)on#e. e!erage indu#try i# one of t"e fa#t gro ing indu#trie# in

India. ;e can di!ide e!erage# into t o #ection# i.e. &co"o&ic / 7"u# (arketing ob i# to con!ert #ocieta& need#

into )rofitab&e o))ortunitie#. +ence8 Marketing occu)ie# an i()ortant )o#ition in t"e

organi?ation of a bu#ine## unit. It i# one of t"e i()ortant &ine acti!itie# of bu#ine## o)eration.

It con#i#t# of t"e o ner#"i) of good#. @ood# are not co()&ete )roduct# unti& t"ey are in t"e

"and# of t"e cu#to(er. It i# t"e )roce## by "ic" )roduct# are (ade a!ai&ab&e to t"e u&ti(ate

con#u(er# fro( t"eir )oint of origin. It con#i#t# of a&& t"o#e acti!itie#8 "ic" are (eant to

en#ure t"e f&o of good# / #er!ice# fro( t"e )roducer to t"e con#u(er. 7"erefore8 (arketing

t"inking (u#t #tart it" a cry#ta&&i?ation of need# of con#u(er #eg(ent of "ic" t"e effort#

i&& u&ti(ate&y be ai(ed. In ter(# of need#8 t"e )roduct or #er!ice (u#t be de!e&o)ed or

i()ro!ed #o t"at u&ti(ate&y t"e )roduct #ati#fie# #uc" need# of t"e con#u(er #eg(ent

in!o&!ed.

7oday (arketer8 "a!e to take toug" deci#ion# becau#e today# (arket )&ace i# !eno(ou#&y

(ore co()&ex. Do(e#tic (arket#8 at one ti(e #afe fro( foreign in!ader# are no t"e "a))y

"unting ground# of giant g&oba& cor)oration a# e&& a# g&oba& nic"e #)ecia&i#t#. Ma or #tride#

in tec"no&ogy "a!e con#iderab&y #"ortened ti(e / di#tance.


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)ro&iferating ne di#tribution c"anne / for(at# kee) a))earing. 'o()etitor# are

e!ery "ere / "ungry.

1.& 'ar(eting *trateg+

7"e fie&d of (arketing #trategy enco()a##e# t"e #trategy in!o&!ed in t"e (anage(ent of a

gi!en )roduct. gi!en fir( (ay "o&d nu(erou# )roduct# in t"e (arket)&ace8 #)anning

nu(erou# and #o(eti(e# "o&&y unre&ated indu#trie#. ccording&y8 a )&an i# reAuired in order

to effecti!e&y (anage #uc" )roduct#. B!ident&y8 a co()any need# to eig" u) and a#certain

"o to uti&i?e it# finite re#ource#. Cor exa()&e8 a #tart-u) car (anufacturing fir( ou&d face

&itt&e #ucce## #"ou&d it atte()t to ri!a& 7oyota8 Cord8


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Accor ing to 3.4. *tanton 8 > Marketing (ix i# a co(bination of four e&e(ent# #uc" a#

)roduct8 )ricing #tructure8 di#tribution #y#te( / )ro(otiona& acti!itie# u#ed to #ati#fy t"e

need# of an organi?ation# target (arket / at t"e #a(e ti(e ac"ie!e# it# (arketing

ob ecti!e#. B!ery bu#ine## enter)ri#e "a# to deter(ine it# (arketing-(ix for t"e #ati#faction

of t"e need# of t"e cu#to(er#. Marketing (ix re)re#ent# a b&ending of deci#ion in four area#

)roduct8 )ricing8 )ro(otion / )"y#ica& di#tribution. 7"e#e e&e(ent# are inter-re&ated8 becau#e

deci#ion in one area u#ua&&y affect# action in t"e ot"er#.

Marketing (ix i# (arketing (anager# in#tru(ent for t"e attain(ent of (arketing goa. It

i# co()o#ed of four ingredient#8 i.e.8

iE Product

iiE )rice

iiiE )ro(otiona& acti!itie#i!E di#tribution.

7"e#e e&e(ent# con#titute t"e core of (arketing #y#te( of a fir(. (arketing (anager

i()&e(ent# "i# #trategie# / )o&icie# t"roug" t"e#e in#tru(ent#.

Marketing (ix re)re#ent# a b&ending of four e&e(ent# na(e&y )roduct8 )rice8 )ro(otion /

di#tribution. Deter(ination of (arketing (ix i# an i()ortant deci#ion "ic" t"e (arketing

(anager "a# to take. 7"e ba#ic )ur)o#e of (arketing (ix i# to #ati#fy t"e need# / ant# of

t"e cu#to(er in (o#t effecti!e (anner. # t"e need# of cu#to(er# / t"e en!iron(enta&

factor# c"ange8 (arketing (ix i# ao c"anged.

1.5 OB4ECTI6E O, THE *TUD7

7o kno t"e #a&e# )ro(otion too u#ed by Pe)#i'o 'o()any.

7o kno about t"e #a&e# )ro(otion i()act# on #a&e of t"e )roduct of Pe)#i'o 'o()any

in '7'.

7o find out t"e be#t )ro(otiona& too& )referred by t"e retai&er#.

7o kno t"e )eak )eriod# of #a&e# )ro(otion acti!itie#.

7o ana&y?e t"e #trengt" / eakne## of Pe)#i'o.

4


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7o deter(ine t"e #tandard of #a&e# / #er!ice# / )ub&ic re&ation.

1.8 RE*EARCH 'ETHODO9O 7

*econ ar+ ata

Secondary data co&&ected fro( t"e )ub&i#"ed (aga?ine# and eb#ite# to co&&ect t"e

data. 7"e #econdary data i# co&&ected fro( t"e fo&&o ing #ource#.

u#ine## (aga?ine#FournaPub&i#"ed book#;eb#ite

CHAPTER :"

IN,OR'ATION ABOUT PEP*ICO

".1 INDU*TR7 PRO,I9E

Ca#t (o!ing con#u(er good# CM'@E8 are )roduct# t"at are #o&d freAuent&y at re&ati!e&y &o

co#t. 7"oug" t"e ab#o&ute )rofit (ade on CM'@ )roduct# i# re&ati!e&y #(a&&8 t"ey genera&&y

5


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#e&& in &arge Auantitie#8 #o t"e cu(u&ati!e )rofit on #uc" )roduct# can be &arge. Bxa()&e# of

CM'@ genera&&y inc&ude# a ide range of freAuent&y )urc"a#ed con#u(er )roduct# #uc" a#

#oft drink8 toi&etrie#8 #oa)8 co#(etic#8 toot")a#te and )o der#8 detergent#8 It ao inc&ude#

)"ar(aceutica con#u(er e&ectronic#8 )ackaged food )roduct#8 a&t"oug" t"e#e are often

categori?ed #e)arate&y.

*o#t rin(% in u%tr+ 7"e #oft-drink indu#try co()ri#e# co()anie# t"at (anufacture

nona&co"o&ic be!erage#8 carbonated (inera& ater# or concentrate# and #yru)# for t"e

(anufacture of carbonated be!erage#.


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a&t"oug" t"ey are gradua&&y being re)&aced8 e#)ecia&&y on &arger container#8 it" enc&o#ab&e

#cre ca)#. Ot"er )ackaging inno!ation# #ince t"e (id-1 $ # inc&ude canned carbonated

be!erage# and no returnab&e g&a## bott&e# and container# (ade fro( rigid )&a#tic#. +o e!er8

an effort i# being (ade8 often t"roug" )ro!incia& &egi#&ation8 to increa#e t"e u#e of t"e

returnab&e g&a## container#. 7"e indu#try i# regu&ated by federa& and )ro!incia& agencie#8

t"ree of t"e (o#t i()ortant being 'O


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trade(ark# in t"e nited State# and internationa&&y. Pe)#i'o:# do(e#tic #nack food bu#ine##

i# conducted by t"e Crito-=ay


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2 $8 Pe)#i #ign# fi!e-year #)on#or#"i) rene a& it" Ma or =eague a#eba&&

Pro)ertie# (aking Pe)#i t"e GOfficia& Soft Drink of Ma or =eague a#eba&&G

2 *8 Auafina &aunc"e# Auafina &i!e - a &o ca&orie8 !ita(in-en"anced

ater be!erage

2 *8 7ro)icana &aunc"e# 7"e 7ro)icana Cruit SAuee?e8 a 2 -ca&orie drink it" rea&

7ro)icana fruit uice

2 *8 Pe)#i &aunc"e# GDe#ign Our Pe)#i 'anG


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2 8 Pe)#i'o i# &i#ted in t"e to) 2 JIdea& B()&oyer M %ankingJ in Fortune

(aga?ine

2 8 Pe)#i'o introduce# t"ree ne )roduct# in (arket Pe)#i


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'i%%ion

Our (i##ion i# to be t"e or&dJ# )re(ier con#u(er Product# 'o()any focu#ed on con!enient

food# and be!erage#. ;e #eek to )roduce financia& re ard# to in!e#tor# a# e )ro!ide

o))ortunitie# for gro t" and enric"(ent to our e()&oyee#8 our bu#ine## )artner# and t"e

co((unitie# in "ic" e o)erate. nd in e!eryt"ing e do8 e #tri!e for "one#ty8 fairne##

and integrity.

6i%ionGPe)#i'oJ# re#)on#ibi&ity i# to continua&&y i()ro!e a&& a#)ect# of t"e or&d in "ic" e

o)erate -Bn!iron(ent8 #ocia&8 econo(ic - creating a better to(orro t"an today.G

Our !i#ion i# )ut into action t"roug" )rogra(# and a focu# on en!iron(enta& #te ard#"i)8

acti!itie# to benefit #ociety8 and a co((it(ent to bui&d #"are"o&der !a&ue by (aking Pe)#i'o

a tru&y #u#tainab&e co()any.

Per#or$ance >ith Purpo%e t Pe)#i'o8 e are co((itted to ac"ie!ing bu#ine## and

financia& #ucce## "i&e &ea!ing a))o#iti!e i()rint on t"e #ociety de&i!ering "at e ca&&

Perfor(ance it" Pur)o#e. Our a))roac" to #u)erior financia& )erfor(ance i# t"e

#traig"tfor ard dri!e #"are"o&der !a&ue. y addre##ing #ocia& and t"e en!iron(enta&

i##ue#8 e ao de&i!er on our )ur)o#e agenda8 "ic" con#i#t# of t"e "u(an8 en!iron(enta&8

and ta&ent #u#tainabi&ity.

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Pep%iCo 6alue% ?Philo%oph+

Our 0a&ue# / P"i&o#o)"y are a ref&ection of t"e #ocia&&y and en!iron(enta&&y re#)on#ib&e

co()any e a#)ire to be. 7"ey are t"e foundation for t"e e!ery bu#ine## deci#ion e (ake.

Co$$it$ent

;e are co((itted to de&i!ering t"e #u#tained gro t" t"roug" e()o ered )eo)&e acting

re#)on#ib&y and bui&ding tru#t.

*u%taine ro>th i# funda(enta& to (oti!ating and (ea#uring our #ucce##. Our Aue#t for

#u#tained gro t" #ti(u&ate# inno!ation8 )&ace# a !a&ue on re#u&t#8 and "e&)# u# under#tand

"et"er todayJ# action# i&& be contribute to our future. It i# about t"e gro t" of )eo)&e and

co()any )erfor(ance. It )rioriti?e# bot" (aking a difference and getting t"e t"ing# done.

E$po>ere People (ean# e "a!e t"e freedo( to act and t"ink in ay# t"at e fee& i&&

get t"e ob done8 "i&e ad"ering to )roce##e# t"at en#ure )ro)er go!ernance and being

(indfu& of co()any need# beyond our o n#.

Re%pon%i!ilit+ an Tru%t for(# t"e foundation for t"e "ea&t"y gro t". ;e "o&d our#e&!e#

bot" )er#ona&&y and cor)orate&y accountab&e for e!eryt"ing e do. ;e (u#t earn t"e

confidence ot"er# )&ace in u# a# indi!idua and a# a co()any. y acting a# good #te ard# of

t"e re#ource# entru#ted to u#8 e #trengt"en t"at tru#t by a&king t"e ta&k and fo&&o ing

t"roug" on our co((it(ent to #ucceeding toget"er.

ui ing Principle% ;e u)"o&d our co((it(ent it" #ix guiding )rinci)&e#.

;e (u#t a& ay# #tri!e toQ

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Care #or our cu%to$er%@ our con%u$er% an the >orl >e li;e in . e are dri!en

bat"e inten#e8 co()etiti!e #)irit of t"e (arket)&ace8 but e direct t"i# #)irit to ard t"e

#o&ution# t"at benefit bot" our co()any and our con#tituent#. Our #ucce## de)end# on

t"e t"oroug" under#tanding of our cu#to(er#8 con#u(er# and co((unitie#. 7o fo#ter

t"i# #)irit of genero#ity8 e go t"e extra (i&e to #"o e care.

*ell onl+ pro uct% >e can !e prou o#. 7"e true te#t of our #tandard# i# our o n

abi&ity to con#u(e and t"e )er#ona&&y endor#e t"e )roduct# e #e&&. Our confidence

"e&)# en#ure t"e Aua&ity of t"e )roduct#8 fro( t"e (o(ent e )urc"a#e ingredient# to

t"e (o(ent it reac"e# t"e con#u(erJ# "and.

*pea( >ith truth an can or . ;e te&& t"e "o&e #tory8 not u#t "at con!enient toour

indi!idua& goa are. In addition to being t"e c&ear8 "one#t and accurate8 e are

re#)on#ib&e for en#uring our co((unication# are under#tood.

Balance %hort ter$ an long ter$. In e!ery deci#ion8 e eig" bot" #"ort-ter( and

&ong-ter( ri#k# and benefit#. Maintaining t"i# ba&ance "e&)# #u#tain our gro t" and

en#ure# our idea# and t"e #o&ution# are re&e!ant bot" no and in t"e future.

3in >ith i;er%it+ an inclu%ion. ;e e(brace )eo)&e it" di!er#e background#8 trait#

and t"e ay# of t"inking. Our di!er#ity bring# ne )er#)ecti!e# into t"e ork)&ace and

encourage# inno!ation8 a# e&& a# t"e abi&ity to identify t"e ne (arket o))ortunitie#.

Re%pect other% an %uccee together. Our (utua& #ucce## de)end# on t"e (utua&

re#)ect8 in#ide and out#ide t"e co()any. It reAuire# )eo)&e "o are ca)ab&e of orking

toget"er a# )art of a tea( or infor(a& co&&aboration. ;"i&e our co()any i# bui&t onindi!idua& exce&&ence8 e ao recogni?e t"e i()ortance and !a&ue of tea( ork in

turning our goa into acco()&i#"(ent#

The Pep%iCo ,a$il+

Meet t"e t"ree (a or di!i#ion# of t"e Pe)#i'o fa(i&yQ

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Pe)#i'o (erica# e!erage#.

Pe)#i'o (erica# Cood#.

Pe)#i'o Internationa&.

".5 P E P *ICO INDIA

INTRODUCTION

Pe)#i 'o entered India in 1 , and in t"e #"ort #)an of a &itt&e (ore t"an a decade it beca(e

t"e countryJ# &arge#t #e&&ing #oft drink# co()any. 7"e 'o()any "a# in!e#ted "ea!i&y in India

(aking it one of t"e &arge#t (u&tinationa& in!e#tor#. 7"e grou) "a# bui&t an ex)an#i!e

be!erage8 #nack food and ex)ort# bu#ine## and to #u))ort t"e o)eration# are t"e grou)# of 43

bott&ing )&ant# in India8 of "ic" 15 are co()any o ned and 2, are franc"i#ee o ned.

Pe)#i'o #tay# co((itted to )ro!iding it# con#u(er# it" be#t Aua&ity be!erage#. It# di!er#e

)ortfo&io of brand# inc&ude t"e f&ag#"i) co&a brand Pe)#i8 Diet Pe)#i8 * )8 Mirinda8 Mountain

De 8 S&ice fruit drink8 7ro)icana brand 1 L fruit uice# in t"e !ariou# f&a!or#8 Auafina

)ackaged drinking ater8 t"e @atorade )&u# &oca& brand# =e"ar B!er!e## Soda and Duke#

=e(onade and Mango&a.

Pe)#i'o i# ao a do(inant )&ayer in #nack food #eg(ent in India. Pe)#i'oJ# #nack foodco()any Crito-=ay i# t"e &eader in t"e branded )otato c"i) (arket. It (anufacture# =ay#

Potato '"i)#9 '"eeto# extruded #nack#8 nc&e '"i)#8 Nurkure and =e"ar brand#8 and uaker

Oat#. Pe)#i'o i# one of t"e &arge#t M


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di#c"arge. Pe)#i'o "a# ao e#tab&i#"ed t"e ?ero a#te center# and PB7 recyc&ing #u))&y

c"ain# and a##i#ted !icti(# of natura& di#a#ter#. Pe)#i'o #tay# dedicated in it# endea!or to

de!e&o) t"e co((unity outreac" )rogra(# by #u))orting rura& ater #u))&y #c"e(e#8

ad(ini#tering (edica& ca()# in !i&&age#8 )ro!iding co()uter# to rura& #c"oo and creating

o))ortunitie# for o(en in rura& area# t"roug" !ocationa& training a# an a&ternate (ean#

of t"e &i!e&i"ood.

".8 O6ER6IE3 O, P E P *ICO INDIA

Pep %iCo $i%%ion

G7o be t"e or&dJ# )re(ier con#u(er Product# 'o()any focu#ed on t"e con!enience food

and be!erage#. ;e #eek to )roduce "ea&t"y financia& re ard# to t"e in!e#tor# a# e )ro!ide

o))ortunitie# for gro t" and enric"(ent to our e()&oyee#8 our bu#ine## )artner# and t"eco((unitie# in "ic" e o)erate and in e!eryt"ing e do8 e #tri!e for "one#ty8 fairne##

and t"e integrity.

Pep %iCo in In i a Q Pe)#i'o "a# e#tab&i#"ed it# bu#ine## o)eration# in India in 1 , and "a#

gro n to beco(e t"e one of t"e country# &eading food and t"e be!erage co()anie#. One of

t"e &arge#t (u&tinationa& in!e#tor# in t"e country8 Pe)#i'o "a# e#tab&i#"ed a bu#ine##8 "ic"

ai(# to #er!e t"e &ong ter( dyna(ic8 need# of Indian con#u(er#.

Initia&&y Pe)#i'o "a# oint !enture it" t"e Pun ab go!ern(ent-o ned Pun ab gro

Indu#tria& Organi?ation and t"e 0o&ta# India =i(ited. 7"i# oint !enture (arketed and #o&d

=e"ar Pe)#i unti& 1 18 "en t"e u#e of foreign brand# a# a&&o ed8 Pe)#i'o boug"t out it#

)artner# and ended t"e oint !enture in 1 4. Ot"er# c&ai( t"at fir#t&y Pe)#i a# banned fro(

t"e i()ort in India8 in 1 * 8 for "a!ing refu#ed to re&ea#e t"e &i#t of it# ingredient# and in

1 38 t"e ban a# &ifted8 it" Pe)#i arri!ing on t"e (arket #"ort&y after ard#. 7"e#e

contro!er#ie# are a re(inder of GIndiaJ# #o(eti(e# acri(oniou# re&ation#"i) it" t"e "uge

(u&tinationa& co()anie#.G Indeed8 #o(e argue t"at Pe)#i'o and 'oca 'o&a co()any "a!e

Gbeen (a or target# in )art becau#e t"ey are e&&-kno n foreign co()anie# t"at dra )&enty

of t"e attention.H In 2 38 t"e 'entra& for Science and Bn!iron(ent8 a non go!ern(enta&

organi?ation


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* )8 7"u(# )8 Canta8 and S)rite. 'SB found t"at t"e Indian )roduced Pe)#iJ# #oft drink

)roduct# "ad3$ ti(e# t"e &e!e& of )e#ticide re#idue# )er(itted under t"e Buro)ean nion

regu&ation#8 'oca 'o&aJ# 3 ti(e#. 'SB #aid t"at it "ad te#ted t"e #a(e )roduct# in t"e S

and found no #uc" re#idue#. +o e!er8 t"i# a# t"e Buro)ean #tandard for ater8 not for t"e

ot"er drink#.


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#)ort# drink# @atorade8 7ro)icana1 L fruit uice#8 and uice ba#ed drink#8 7ro)icana


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Meet t"e four (a or di!i#ion# of t"e Pe)#i'o fa(i&yQ Pe)#i'o (erica# e!erage#8 Pe)#i'o

(erica# Cood#8 Pe)#i'o Buro)e8 Pe)#i'o Midd&e Ba#t and frica.

1. Pe)#i'o (erica# e!erage#

2. Pe)#i'o (erica# Cood#

3. Pe)#i'o Buro)e

4. Pe)#i'o #ia8 Midd&e Ba#t / frica

Pep%iCo A$erica% Be;erage%

Pe)#i a# founded in 1, , by 'a&eb rad"a(8 a


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Pep%i Be;erage% Co$pan+

On Cebruary 2$t"8 2 1 8 Pe)#i'o co()&eted it# (erger# it" P S and P @ to #trengt"en it#


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c"i)# and di)#8 '+BB7OS c"ee#e f&a!ored #nack#8 C%I7OS corn c"i)#8 %O=D @O=D

)ret?e S


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+eadAuartered in Monterrey8 Mexico8 @a(e#a i# a g&oba& &eader in t"e cookie# (arket8 and

MexicoJ# &arge#t (anufacturer of cookie#. 7"e co()any "a# offered it# con#u(er# a ide

!ariety of "ig"-Aua&ity )roduct# for e!ery &ife#ty&e8 )roducing )a#trie#8 oat#8 cerea and ot"er

re&ated )roduct#. It "a# )roduction faci&itie# in fi!e #tate# acro## Mexico. (ong it# (o#t

#ucce##fu& brand# are Mari#a @a(e#a8 B()erador8 rcoiri#8 Ma(ut8 '"okie#t8 and Mai?oro.

In 1 8 it a# acAuired by Pe)#i'o.

=atin (erica# Cood#

7"e =atin (erica# Cood# bu#ine## inc&ude# o)eration# in ra?i&8 rgentina8 'o&o(bia8 Peru

and 0ene?ue&a. It# )ortfo&io of brand# inc&ude# g&oba& #nack# #uc" a# =ayJ#8 '"eeto#8 Crito#

and Dorito#8 a# e&& a# &oca& brand# &ike =ucky #nack# in ra?i&.

Pe)#i'o Buro)e i# t"e &eading food and be!erage co()any in Buro)e e()&oying 438 int"e region. 7"e co()any "a# a )re#ence in 45 countrie# in Buro)e and "a# a broad range of

offering# inc&uding Crito =ay Snack#8 Pe)#i-'o&a be!erage#8 @atorade #)ort# drink#8

7ro)icana uice# and uaker food#.

7"e co()any "a# in!e#ted o!er K3 bi&&ion in t"e region o!er t"e &a#t 3 year# inc&uding t"e

acAui#ition# of =ebedyana#ky8 a )o)u&ar uice co()any in %u##ia8 and Sandora8 a krainian

uice co()any.

So(e of t"e (o#t )o)u&ar )roduct# in t"e region inc&ude# ;a&ker# 'ri#)#8 uaker Oat#8 Pa

%idge8 Pe)#i8 Diet Pe)#i8 Pe)#i M U8 Pe)#i % ;8 * P8 'o)e&&a8 Dorito#8 @atorade8 %ed

Sky8 0 ;ater8 P&anet =unc"8 =ay#8 '"eeto#8 S(it"#8 Duy!i#8 Snack-a-Fack#8 uaker 'rue#&i8

=oo?a8 7 i#to#8 So&inki.

7"e co()any "a# (ade &arge in!e#t(ent# in t"e region in it# G"ea&t"ier for youG )ortfo&io

"ic" inc&udeQ

More t"an 2 (i&&ion Buro# in a f&ag#"i) Buro)ean %/D centre8 "ic" i# dedicated to

creating ne 8 "ea&t"ier #nack# for t"e Buro)ean (arket.

In t"e N a&one8 eJ!e in!e#ted o!er 1, (i&&ion Buro# in (aking our )roduct# "ea&t"ier8

#uc" a# ;a&ker# cri#)#8 "ic" no contain * L &e## #aturated fat and u) to 55L &e## #a&t

t"an t"ey did fi!e year# ago.

=o er fat8 baked '"eeto# in 7urkey

"a!e introduced a range of dry roa#ted nut# it" 3 L &e## fat

21


22/37

In t"e N e are about to &aunc" a J 'a&orie or &e## #nack# range

Pe)#i Max8 no #ugar8 fu&& f&a!or# #oft drink in t"e N and t"e MB HE (ake#8 (arket# and #e& a nu(ber

of &eading #nack food brand# inc&uding =ay#8 Nurkure8 '"i)#8 Dorito#8 S(it"#8

'"eeto#8 %ed %ock De&i and %uff&e#8 t"roug" con#o&idated bu#ine##e# a# e&& a#

t"roug" no contro&&ed affi&iate#. Curt"er8 eit"er inde)endent&y or t"roug" contract

(anufacturer#8 MB (ake#8 (arket# and #e& (any uaker-brand cerea and

#nack#. MB ao (ake#8 (arket# and #e& be!erage concentrate#8 fountain #yru)#

and fini#"ed good#8 under !ariou# be!erage brand# inc&uding Pe)#i8 Mirinda8 * P and

Mountain De . 7"e#e brand# are #o&d to aut"ori?ed bott&er#8 inde)endent di#tributor#

and retai&er#. +o e!er8 in certain (arket#8 MB o)erate# it# o n bott&ing )&ant# and

di#tribution faci&itie#. In addition8 MB &icen#e# t"e Auafina ater brand to certain

of it# aut"ori?ed bott&er#. MB ao8 eit"er inde)endent&y or t"roug" contract

(anufacturer#8 (ake#8 (arket# and #e& ready-to-drink tea )roduct# t"roug" an

internationa& oint !enture it" ni&e!er under t"e =i)ton brand na(eE.

CHAPTER : &

22


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'AR0ETIN 'IX *TRATE 7 O, PEP*ICO

&.1 'AR0ETIN *TRATE 7 AT PEP*ICO -

Ea%tern Europe@ 'e)ico@ china@ *au i Ara!ia an In ia $ar(et% ha;e no> !eco$e the

hot%pot% #or Pep%ico a% the increa%ing glo!al a ;erti%ing %trategie% are e%calate .

A% %uch@ Pep%ico no> operate% in $ore than 1 countrie% an >ith & glo!al

$ar(et %hare. Pep%ico recogni e% the nee to care#ull+ integrate high %tan ar %

in ;ariou% proce%%e% o# %uppl+ chain e%peciall+ at the retail le;el. The co$pan+

%tri;e% #or e)cellence %peci#icall+ #or the pro uct% or !ran % a% >ell a% pac(aging@

$ar(eting an a ;erti%ing. The rationale !ehin thi% i% that cu%to$er% e%er;e!etter Fualit+ pro uct% an %o Fualit+ control% are reali e in $anu#acturing

an !ottling proce%%@ pac(aging an #ro$ >arehou%e% to %tore %hel;e%. Pep%ico

$ar(et% it% pro uct% on the !a%i% o# locali ation proce%% >herein local !ottler%

eter$ine >hich pro uct% to pact an %ell in their territor+ !a%e on local

con%u$er e$an an other $ar(et #actor%. Pep%ico ha% !alance o# pro$otion%

an co$$unicate% through cele!rit+ en or%er% a% >ell a% on the Internet@

ne>%paper an %pon%or%hip%. ,inall+@ Pep%ico pro$ote% it% !ran % in

%uper$ar(et% through (eeping i%count% an great pri e% to gra! the attention

o# !u+er%.

&." 'AR0ETIN 'IX IN PEP*ICO

7"e too of (arketing (ix are co(bined in #uc" a (anner t"at t"ey gi!e (axi(u( (i&eage

to t"e )roduct fro( t"e factory to t"e con#u(er:# "and.

Pro uct

Price

Place

Pro$otion

23


24/37


25/37

"e&) of it# indirect di#tribution net ork. 7"e retai& #tore# are #)read a&& around t"e franc"i#ed

area in order to en#ure t"e a!ai&abi&ity of t"e )roduct a&& t"e year round. 7"e (a or retai&

#tore# &ocated in Ma"ara#"tra and De&"i are in t"e &ue rea8 Finna" Su)er Market8 Su)er

Market8 and in a&(o#t e!ery #ector of I#&a(abad. 7"e entire DB=+I 'anton(ent and t"e

entire city a# e&& "a!e (any retai& out&et# "ere Pe)#i i# a!ai&ab&e in abundance. 7"e

di#tribution net ork ao ork# according to t"e )ro(otiona& ca()aign or t"e #ea#on. Cor

exa()&e8 in t"e cricket #ea#on t"e co()any trie# to (ake t"e )roduct a!ai&ab&e in area# "ere

'ricket i# being )&ayed.

Pe)#i co!er# a&(o#t 5L of tota& area.

It #e& t"roug" &oca& retai&er#.

It i# a!ai&ab&e e!ery "ere

.P RO'OTION

Pro(otion (ean# acti!itie# t"at co((unicate t"e (erit# of t"e )roduct in order to )er#uade

t"e target cu#to(er# to buy it. Pro(otion )&ay# a !ita& ro&e in t"e #ucce##or fai&ure of a

)roduct. Pro(otion of t"e rig"t )roduct at t"e rig"t ti(e i# an idea& #ituation for a co()any.

Pe)#i i# one of t"o#e )roduct# on "ic" t"e franc"i#er# #)end (i&&ion# of Do&&ar#V%u)ee# for

it# )ro(otion. +aidri e!erage# in!e#t a "uge a(ount of (oney on t"e )ro(otiona&

ca()aign# of Pe)#i. 7"ere are different ay# of )ro(oting a )roduct t"roug" retai&ing8

)er#ona& #e&&ing8 and ad!erti#ing. 7"e co()any #trong&y e()"a#i?e# on ad!erti#e(ent# a# t"eot"er t o (et"od# area not (uc" effecti!e in attracting t"e attention of t"eir target audience.

+uge a(ount of (oney #)end on ad!erti#e(ent on 7.08 Maga?ine#8 nd anner#. It #)on#or

#ea ard function# and #)ort# acti!itie#.

&.& 'AR0ETIN *7*TE'

Pro uct>Pe)#iH carbonated ater8 #ugar8 added f&a!or )ackage / drinking ater. Introduction of


26/37

Price

7"e co()any (aintain# a #teady )rice due to tig"t co()etition. It encourage# (ore retai&

(argin a# co()ared to t"e co()etitor#. +o e!er8 co()any doe# not be&ie!e in

co()ro(i#ing t"e Aua&ity of t"e )roduct.

Pro$otion Sc"e(e# / incenti!e# are ao gi!en kee)ing on eye on t"e co()etiti!e acti!ity

fro( ti(e to ti(e. 'o()any "a# ao introduced a con#u(er a arene## #c"e(e to create

better brand a arene## of t"e )roduct.

Pu!licit+ co()any a# )ro(otiona& (ea#ure for !a&ue #a&e gi!e# )ub&icity. deAuate )oint

of )urc"a#e (ateria adeAuate di#)&ay (ateria / )artici)ation in i()ortant &oca& fe#ti!a&

are ao a )art of )ro(otiona& (ea#ure of t"e co()any.Channel o# Di%tri!ution Di#tributor# are a))ointed a&& o!er Ori##a for (arketing t"e

)roduct. 'u#to(er executi!e# a))ointed by t"e co()any #u))ort t"e(.

'ar(eting *trateg+ e#ide# #ta()ing t"e urban (arket8 t"e co()any# focu# i# on

)enetration in t"e )eri)"ery rura& area.

The 'anu#acturing Proce%% 7"e )roce## of (anufacturing of aerated ater Soft Drink#E

/ fruit Fuice under Pe)#i'o rand i# di!ided into (ain&y fi!e )art# #uc" a#Q

;ater 7reat(ent Syru) Making

ott&e ;a#"ing

Ci&&ing

'ro ning / 'oding

7e#ting of t"e )roduct

3ater Treat$ent

;ater 7reat(ent i# !ery e##entia& in #oft drink# )&ant a# t"e nature / Aua&ity of ater !arie#fro( )&ace to )&ace. 7o #et unifor( / #tandard ater t"e )roce## of treat(ent i# carried on.

7"e ater taken fro( bore e&& by t"e "e&) of ater )u() / )i)e &ine# are co&&ected in a

#torage tank "ere i# )re-c"&orinated by c"&orinate / t"en by t"e "e&) of )i)e&ine# co(e# to a

treat(ent tank ca&&ed coagu&ator tank "ere t"i# ater #o&ution of different #trengt" of

2$


27/37


28/37

t"e (ac"ine C-22 ga# i# u#ed. 7"e #yru) being c"i&&ed ea#i&y (ixe# it" 'O 2 ga# / enter# to

t"e fi&ter for bott&ing. 7"e fi&ter i# fitted it" fi&&ing !a&!e# / &ift 'y&inder#.

Cro>ning ? Co ing A#ter be!erage i# fi&&ed in bott&e# it i((ediate&y goe# to t"e cro ner

"ere it" t"e "e&) of cro n crock t"e bott&e# are #ea&ed to )rotect t"e carbonating8 f&a!or8

out#ide conta(ination / #)oi&age ti&& t"e contained be!erage i# con#u(ed.

7"en #ea&ed bott&e# )a##ed on t"e con!eyor c"ain are coded by a coding (ac"ine on t"eir

ay to out end. 7"e #ea&ed bott&e# are in#)ected )ro)er&y again#t in#)ection &ig"t "i&e

)a##ing t"roug" t"e con!eyor fitted it" SS c"ain. 7"e e()ty )&a#tic crate# )a##ing t"roug" a

con!eyor enter to crate a#"er (ac"ine / it i# a#"ed / (o!e# t"roug" t"e con!eyor "ere

fini#"ed )roduct# are accu(u&ated. 7"en t"e )roduct# are ke)t in )&a#tic crate#8 "ic" are

durab&e in nature / returnab&e by buyer8 )ut on )a&ate# / #ent to #"i))ing for #"i)(ent.Te%t o# Pro uct% Cina&&y t"e fini#"ed #yru) during bott&ing i# te#ted in &aboratory to (eet

t"e )er(anent / ao to get #tandard / Aua&ity )roduct#.

&. Per#or$ance >ith Purpo%e

Perfor(ance it" Pur)o#e articu&ate# Pe)#i'o IndiaJ# be&ief t"at it# bu#ine##e# are

intrin#ica&&y connected to t"e co((unitie# and or&d t"at #urround# it. Perfor(ance it"

Pur)o#e (ean# de&i!ering #u)erior financia& )erfor(ance at t"e #a(e ti(e a# e i()ro!et"e or&d.

7o de&i!er on t"i# co((it(ent8 Pe)#i'o India i&& bui&d on t"e incredib&y #trong

foundation of ac"ie!e(ent and #ca&e u) it# initiati!e# "i&e focu#ing on t"e fo&&o ing 4

critica& area# t"at "a!e a bu#ine## &ink and "ere e be&ie!e t"at e can "a!e t"e (o#t

i()act.

Pe)#i'o India continue# to re)&eni#" ater / ex)and it# ex)erti#e in ater con#er!ation

Pe)#i'o

Pe)#i'o India# gri-Partner#"i)# it" far(er# "e&)# far(er# acro## t"e country earn

(ore.

Pe)#i'o India continue# to con!ert a#te to ea&t"8 to (ake our citie# c&eaner. 7"i#

a ard inning initiati!e i&& e#tab&i#" ?ero #o&id a#te center# in di#trict# t"roug"out.

2,


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Pe)#i'o India i&& #tay co((itted to t"e "ea&t" / e&&-being of c"i&dren. It i&& continue

to )ro!ide c"i&dren it" a "ea&t"y / fun )ortfo&io "i&e #i(u&taneou#&y tack&ing t"e

ca&orie# out#ide of t"e eAuation by ex)anding it# get# an acti!e )rogra((e for kid#

e#)ecia&&y for #c"oo& going c"i&dren.

Pep%iCo logo%

PBPSI SB SO


30/37

%O=D @O=D SO B

Pep%iCo Bran %

Pep%i 7"e (ot"er )roduct. It i# a carbonated ater.

*lice i# a &ine of fruit-f&a!ored #oft drink#.

Up i# a brand of a &e(on-&i(e f&a!ored non caffeinated #oft drink.

'irin a i# a brand of #oft drink a!ai&ab&e in fruit inc&uding orange f&a!or#.

'ountain De> i# a caffeinated8 # eet8 citru# f&a!ored #oft drink )roduced.

AcFua#ina Minera& ;aterQ

&.5 *E 'ENTATION O, 'AR0ET

(arket #eg(ent con#i#t# of a grou) of cu#to(er# "o #"are a #i(i&ar #et of need# and

ant#. %at"er t"an creating t"e #eg(ent t"e (arketer# ta#k i# to identify t"e( and decide

"ic" one to target. =eading #oft drink co()any Pe)#ico fo&&o t"e #i(i&ar #eg(entation

#trategy for target (arketing.

'A** 'AR0ETIN

+o e!er in #o(e of it# )o)u&ar )roduct fo&&o t"e (a## (arketing #trategy. In t"i# ty)e of

#eg(entation8 Pe)#ico target t"e "o&e (arket and not any )articu&ar #eg(ent of t"e

)o)u&ation.

TAR ETED 'AR0ETIN

&t"oug" t"e targeted grou) of t"e co()any i# t"e "o&e )o)u&ation8 t"ey ant to earn (ore

re!enue fro( a #eg(ent t"an t"eir ot"er re!enue generator #ource#. Cor t"i#8 t"ey%ecogni?e fo&&o ing ba#e# for #eg(entation

EO RAPHICA9

RE ION

3


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Pep%ico treat "ot countrie# #uc" a# #ia8 Midd&e Ba#t and frican different&y in co()ari#on

to co&d countrie#. # in tro)ica& countrie#8 con#u()tion of #oft drink# i# * Lin #u((er and

3 L in inter #ea#on "i&e in B %OPB < countrie# it# con#u()tion i# a&(o#t unifor(. So

#oft drink co()anie# )refer different (arketing #trategie# in #ian and Buro)ean countrie#.

In countrie# &ike India and Paki#tan8 t"e#e co()anie# in!e#t "uge re#ource# in t"e #ea#on of

#u((er#8 and t"eir target area i# do(e#tic u#er#8 re#taurant#8 #c"oo& and co&&ege canteen# and

e!en rura& c"a)e. ;"i&e in inter #ea#on t"eir target i# (ain&y )arty u#er# and "ig"-inco(e

grou) con#u(er#.

RURA9 6*. URBAN 'AR0ET

Pe)#ico 'o()any i# one of t"e fir#t g&oba& (a or# to "a!e #)otted t"e )otentia& #)in off# fro(

t"e country# rura& (arket. Po)u&ation of %ura& #ector i# (ore con#ciou# (ore about t"e )rice

"erea# Po)u&ation of rban #ector i# (ore con#ciou# about t"e Aua&ity and brand na(e of t"e )roduct. So Pe)#ico in ear 2 2 bring t"e 2 (& bott&e at %#.5 #)ecifica&&y targeted at

t"e rura& #ector #o t"at #oft drink can take )&ace of t"e &oca&

drink &ike &e(on8 #ugarcane uice and 7ea etc. ot" t"e co()anie# 'oca-'o&a and Pe)#ico

"a!e ado)ted different (arketing #trategy for rura& and urban area#

DE'O RAPHIC *E 'ENTATION

A EIndia i# con#idered to be a young country i.e. a!erage age of Indian )o)u&ation i# &e## 3,

year#. 7"u# targeting young generation can be a beneficia& (arketing #trategy for #oft drink

'o()anie#. In fact t"i# i# t"e ca#e8 a&& t"e (a or brand# &ike Pe)#ico8 coca co&a8 and t"u()#

u)8 (ain&y target younger generation in India. In Buro)e8 a# a!erage )o)u&ation i# o&der

t"an #ian countrie#8 'oca co&a targeted t"e o&der generation of t"e )o)u&ation. Si(i&ar&y in

S 8 Pe)#ico targeted t"e generation U younger generationE a# t"ey co()ri#e# (a ority of

t"e )o)u&ation and t"ey )o#itioned Pe)#ico in t"e (ind of yout" t"at Pe)#ico i# for t"e yout"

ENDER

@ender ba#ed #eg(entation i# !ery i()ortant. # ta#te of (a&e and fe(a&e i# different. =et#

take t"e exa()&e of (ountain de i# )ro(oted a# (a#cu&ine #oft drink# "i&e Canta are

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"a!ing &ig"t ta#te and (ain&y targeted for &o!ing bird#8 &adie#8 and c"i&dren. In Pe)#ico8

Miranda orange f&a!our i# )o)u&ar a(ong =adie#8 gir and c"i&dren.

BRAND RE6ITA9IGATION

7o reco!er and re)o#ition brand in (ind of con#u(er "en it i# not orking #ucce##fu&&y i#

kno n a# rand %e!ita&i?ation. So t"ere i# an intere#ting exa()&e "o brand re)o#itioning

"e&)# in reco!ering and gro t" of t"e )roduct. Pe)#ico initia&&y introduced Mountain De in

1 $ and (arketed it it" t"e countrified tag&ine > a"oo Mountain De HW It&& tick&e your

in ard#.H y t"e 1 #8 t"e brand a# &angui#"ing on #tore #"e&!e# de#)ite an atte()t toe!o&!e t"e i(age it" outdoor action #cene#. 7o turn t"e brand around8 Mountain De

u)dated t"e )ackaging and &aunc"ed ad# featuring a grou) of anony(ou# young (a&e#-t"e

>De Dude#H )artici)ating in extre(e #)ort# #uc" a# bungee u()ing8 #kydi!ing8 and

#no boarding "i&e con#u(ing (ountain de t"e brand #&ogan beca(e >do t"e DB;H. 7"e

brand# #ucce##fu& )ur#uit of young #oda drinker# &ed to (ountain de c"a&&enging diet coke

to beco(e t"e nu(ber t"ree #e&&ing #oft drink in ter(# of (arket #"are by 2 .

&.8 PEP*ICO PO*ITIONIN

Cir#t&y t"e Pe)#ico in (erica try to )o#ition it# )roduct for t"e #ociety a# "o&e and for t"e

)ur)o#e of refre#"(ent8 "ic" can be c&ear&y !i#ib&e fro( t"eir ad!erti#e(ent #&ogan# &ike

any "et"er i# Pe)#ico "et"erH

t"e &ig"t refre#"(ent >

be #ociab&e8 "a!e a Pe)#ico >

7"i# )o#itioning #trategy t"ey fo&&o ed u) to 1 $ and after ana&y#ing t"at it i# !ery difficu&t

to ca)ture "o&e )o)u&ation a# "o&e. So Pe)#ico after 1 $ #tarted targeted (arketing.

Pe)#ico targeted t"e yout" #ection and )o#ition t"ere )roduct a# a nece##ity for yout" and

Pe)#ico ad!erti#e(ent #&ogan after 1 $ try to )o#ition Pe)#ico a# t"e brand for yout" "ic"

are c&ear&y !i#ib&e fro( t"ere ad!erti#e(ent a# fo&&o

no it# Pe)#ico for t"o#e "o t"ing youngH

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co(e a&i!e8 youre in Pe)#ico generation >

youre got a &ot to &i!e and Pe)#ico

ye" "ai youngi#taan (eri aanH in IndiaE

7a#te t"e once t"at# fore!er youngHIn t"e 1 $ # and ear&y 1 * #8 Pe)#ico a# a (uc" (ore aggre##i!e and inno!ate co()any

t"an coke. In t"i# )eriod Pe)#ico outf&ank coke to #ur!i!e. I< ear&y 1 *5# Pe)#ico introduced

t"e Pe)#ico c"a&&enge (arketing ca()aign "ere Pe)#ico #et u) a b&ind ta#ting bet een

Pe)#ico-co&a In t"i# Pe)#ico #tarted direct road #"o ta#te co()etition in "ic" t o g&a## of

#oft drink one i# Pe)#ico and anot"er i# 'oke i# gi!en to )er#on not kno n by "i( "ic"

g&a## contain "ic" #oft drink and after ta#ting bot" t"e g&a##e# t"ey a#k "ic" #oft drink i#

"a!ing better ta#te. In t"i# co()etition Pe)#ico #aid , L of )eo)&e &ike Pe)#ico ta#te o!er

'oke. Pe)#ico took t"i# a great ad!antage of t"e ca()aign it" te&e!i#ion co((ercia&

re)orting t"e te#t re#u&t# to t"e )ub&ic. So t"roug" t"i# co()etition Pe)#ico i# ab&e to )o#ition

it#e&f in t"e (ind of cu#to(er t"at Pe)#ico "a!e better t"e ta#te t"an coke.

Pe)#ico a# )arted ay# it" S"a" %uk" k"an8 Sac"in tendu&kar8 %a"u& dra!id8

Soura! gangu&y8 Ma"ender Sing" d"oni8 %anbir ka)oor8 Dee)ika )adukone8 I#"ant #"ar(a8

%o"it #"ar(a8 S"ree#"ant and 0irender #e" ag to #trengt"en it# Hyoungi#taanH brigade.

Pe)#ico #igned #in of @"a ini fa(eE to take ar to orange f&a!our category. Pe)#ico "ad

tied u) it" '"ennai #u)er king# for it# *u) brand8 "ic" i# t"e (o#t )referred drink t"ere.

Pe)#ico "a# ao #igned on 7e&egu (o!ie actor %a( c"arante a a# )art of it# youngi#taan

ca()aign to endor#e Pe)#ico in nd"ra Prad

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&. *3OT Anal+%i% o# Pep%iCo

*TREN TH O, PEP*ICO INDIA

It# brand.

+uge (arket co!erage8 co()any exi#tence not on&y in urban area but ao in t"e rura&

area

=arge nu(ber of )roduct &ine to #ati#fy con#u(er. 0erity of #c"e(e for t"e retai&er t"roug"out t"e year. So8 t"at retai&er i&& earn "uge

)rofit and ao get #ati#faction after #e&&ing Pe)#i'o )roduct.

'o()any ao gi!e# ti(e to ti(e #c"e(e# for t"e con#u(er. So t"at8 fina& con#u(er

intere#t for re)urc"a#e /en oy t"e benefit.

Pe)#i'o India# gri-Partner#"i)# it" far(er# "e&) far(er# acro## t"e country earn

(ore.

@ood 'S% I(age.

3EA0NE** PEP*ICO INDIA

In di#tribution c"anne& >di#tributorH i# t"e additiona& )er#on "ic" i# not re#)on#ib&e

for t"e co()any8 becau#e t"ere i# no direct &ink bet een co()any and t"e retai&er.

Sa&e# )er#on ao not fee& t"at t"ey are orking for co()any8 t"ey t"ink on&y for t"e

di#tributor. >Pe)#iH t"e brand i# not a))reciated by t"e S% con#u(er8 "ic" i# (ot"er )roduct.

OPPORTUNIT7 O, PEP*ICO INDIA

Pe)#i cou&d de!e&o) ne )roduct# or )roduct de#igning of Pe)#i

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rand for t"e S% (arket

'o()etitor# "a!e )oor )roduct# #uc" a# Canta8 &i(ca.

Bnd-u#er# re#)ond to ne idea#8 #uc" a# &aunc" ot"er f&a!or of #&ice.

Pe)#i "a!e a great c"ance to extend to rura& area.


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&. CONC9U*ION

Pe)#ico t"roug"out i # &ong "i#tory "a# been u#ing a&& four# (arketing #trategy fro( an#off

(atrix (arketing )re#entation8 (arket de!e&o)(ent8 )roduct de!e&o)(ent anddi!er#ification. Bac" of t"e#e #trategie# contribute# to t"e co()any #ucce##. Sti&& it i#

di!er#ification "ic" i# (o#t&y u#ed by )e)#ico.

Pe)#ico i()&e(ented t"e (arket )enetration #trategy by e()&oying t"e tactic of )roduct-&ine

#tretc"ing. 7"roug" t"e aggre##i!e and inno!ati!e ad!erti#ing Pe)#ico attracted ne and ke)t

exi#ting cu#to(er#. 7"e co()any "a# been introducing and de!e&o)ing ne )roduct# &ike

Pe)#i (ix and idea# in order to increa#e and )rotect it# (arket #"are. It# creati!ity and

effecti!ene## "a# deter(ined Pe)#i'o# )&ace it" regard to )rofit8 #a&e and cu#to(er &oya&ty.

Pe)#i "a# re&ied on t"e de!e&o)(ent of ne )roduct. Pe)#ico focu#ed on ex)&oring ne

(arket e#)ecia&&y in foreign. 7"e (arket #trategy i# effecti!e ado)ted by )e)#ico. 7"e

di!er#ification #trategy i# #trategy carrying "ig" ri#k9 Pe)#i "a# been )ro#)erou# due to

bu#ine## fore#ig"t and effecti!e contro& (ec"ani#(.

3$


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3. BIB9IO RAPH7

Boo(% Re#erre -

MarketingQ- P"i&i) Not&er

Marketing (anage(ent %a an Saxena

3e! %ite% -

"tt)QVV .)e)#ico.co(V'o()anyVPe)#i'o-0a&ue#-and-P"i&o#o)"y."t(&

"tt)QVV .)e)#ico.co(V'o()anyVOur-Mi##ion-and-0i#ion."t(&

"tt)QVV .)e)#ico.co(V'o()anyV7"e-Pe)#i'o-Ca(i&yVPe)#i'o- (erica#- e!erage#."t(&

207984467 Final Marketing Project Pepsi

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